Availabilities:
| Location | Domestic | International |
|---|---|---|
| Brisbane - The Hotel School | ||
| Hayman Island - Hotel School | ||
| Melbourne - The Hotel School | ||
| Sydney - The Hotel School |
Unit description
Introduces students to the fundamental principles and practices of marketing in a hospitality context. Students focus on the marketing mix, market segmentation, and the 7Ps in services development as the foundation of marketing strategies.
Unit content
- Introduction to the Marketing Function
- The Marketing Mix
- Market Segmentation and Target Marketing
- Identifying and Meeting Customer Needs and Wants
- The Marketing Plan
- Technology and Marketing
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
| On completion of this unit, students should be able to: | |
|---|---|
| 1 | demonstrate knowledge of the marketing mix, market segmentation, the 7Ps, and their roles in the marketing function |
| 2 | identify and analyse the relationship between the elements of the marketing function and its impact on the target market and customer service |
| 3 | demonstrate the capability to design and propose a marketing strategy that fully integrates the key elements of the marketing function |
| 4 | demonstrate the knowledge and skills to reflect upon the challenges of using the marketing mix. |
On completion of this unit, students should be able to:
- demonstrate knowledge of the marketing mix, market segmentation, the 7Ps, and their roles in the marketing function
- identify and analyse the relationship between the elements of the marketing function and its impact on the target market and customer service
- demonstrate the capability to design and propose a marketing strategy that fully integrates the key elements of the marketing function
- demonstrate the knowledge and skills to reflect upon the challenges of using the marketing mix.
Prescribed Learning Resources
- Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.
Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.
- Prescribed text information is not currently available.
- Prescribed resources/equipment information is not currently available.
- Prescribed text information is not currently available.
- Prescribed resources/equipment information is not currently available.
Teaching and assessment
Fee information
Domestic
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Fee paying courses
For postgraduate or undergraduate full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees
International
Please check the international course and fee list to determine the relevant fees.