Availabilities:
| Location | Domestic | International |
|---|---|---|
| Brisbane - The Hotel School | ||
| Melbourne - The Hotel School | ||
| Sydney - The Hotel School |
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:
- Customers, segmentation and target markets
- The contemporary traveller from a marketing standpoint
- Marketing techniques: mass media and social media
- The unique customer: direct and special events marketing
- Innovative strategies for guest attraction and retention
- 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.
| On completion of this unit, students should be able to: | |
|---|---|
| 1 | Critically review key methods for customer segmentation in a tourism and hospitality context |
| 2 | Evaluate a variety of promotional tools to motivate the hospitality customer. |
| 3 | Evaluate the effectiveness of, marketing strategies with regards to prospects, customers and stakeholders |
| 4 | Critique culturally sensitive marketing strategies to attract and retain the hotel customer |
On completion of this unit, students should be able to:
- Critically review key methods for customer segmentation in a tourism and hospitality context
- Evaluate a variety of promotional tools to motivate the hospitality customer.
- Evaluate the effectiveness of, marketing strategies with regards to prospects, customers and stakeholders
- Critique culturally sensitive marketing strategies to attract and retain the hotel customer
Prescribed Learning Resources
- No prescribed texts.
An overview together with readings and resources are provided for each topic / module in this unit. See MySCU for details
- No prescribed texts.
An overview together with readings and resources are provided for each topic / module in this unit. See MySCU for details
- Prescribed text information is not currently available.
- Prescribed resources/equipment information is not currently available.
Teaching and assessment
| Teaching method |
| Tutorial 3 hours (Weekly) |
| Assessment | |
| Quiz | 30% |
| Presentation | 30% |
| Report | 40% |
| Teaching method |
| Tutorial 3 hours (Weekly) |
| Assessment | |
| Quiz | 30% |
| Presentation | 30% |
| Report | 40% |
| Teaching method |
| Tutorial 3 hours (Weekly) |
| Assessment | |
| Quiz | 30% |
| Presentation | 30% |
| Report | 40% |
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.