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2021 unit offering information will be available in September 2020

Unit description

Examines major conceptual frameworks and applications that support the identification, creation, development and retention of the contemporary hotel customer. Students examine traditional versus contemporary marketing methods, customer segmentation, and communication strategies. In addition, new approaches to market development are explored that address cultural and destination considerations.

Unit content

The unit contains the following 6 topics:

  1. Customers, segmentation and target markets
  2. The contemporary traveller from a marketing standpoint
  3. Marketing techniques: mass media and social media
  4. The unique customer: direct and special events marketing
  5. Innovative strategies for guest attraction and retention
  6. Cultural considerations in market development

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.

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
On completion of this unit, students should be able to:GA1GA2GA3GA4GA5GA6GA7
1Compare methods for customer segmentation in a tourism and hospitality contextCreativity
2Manipulate above-and- below-the-line promotion principles to the development of a hotel customerCreativity
3Appraise the effectiveness of marketing strategies with prospects, customers and stakeholdersCommunication and social skills
4Employ culturally sensitive marketing strategies to attract and retain the hotel customerCultural competence

On completion of this unit, students should be able to:

  1. Compare methods for customer segmentation in a tourism and hospitality context
    • GA2: Creativity
  2. Manipulate above-and- below-the-line promotion principles to the development of a hotel customer
    • GA2: Creativity
  3. Appraise the effectiveness of marketing strategies with prospects, customers and stakeholders
    • GA6: Communication and social skills
  4. Employ culturally sensitive marketing strategies to attract and retain the hotel customer
    • GA7: Cultural competence

Teaching and assessment

Notice

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

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.

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