Availabilities:

LocationDomesticInternational
Brisbane - The Hotel School
Term1,3,5
Term1,3,5
Melbourne - The Hotel School
Term1,3,5
Term1,3,5
Online
Term1,3,5
Term1,3,5
Sydney - The Hotel School
Term1,3,5
Term1,3,5

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.

On completion of this unit, students should be able to:
1Critically review key methods for customer segmentation in a tourism and hospitality context
2Evaluate a variety of promotional tools to motivate the hospitality customer.
3Evaluate the effectiveness of, marketing strategies with regards to prospects, customers and stakeholders
4Critique culturally sensitive marketing strategies to attract and retain the hotel customer

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

Prescribed Learning Resources

Prescribed Texts
  • Prescribed text information is not currently available.
Prescribed Resources/Equipment
  • Prescribed resources/equipment information is not currently available.

Prescribed Texts
  • Prescribed text information is not currently available.
Prescribed Resources/Equipment
  • Prescribed resources/equipment information is not currently available.

Prescribed Texts
  • Prescribed text information is not currently available.
Prescribed Resources/Equipment
  • Prescribed resources/equipment information is not currently available.
Prescribed Learning Resources may change in future Teaching Periods

Teaching and assessment

Teaching method
Tutorial 4 hours (Weekly)
Assessment
Quiz10%
Quiz10%
Quiz10%
Report40%
Exam: viva30%

Teaching method
Tutorial 4 hours (Weekly)
Assessment
Quiz10%
Quiz10%
Quiz10%
Report40%
Exam: viva30%

Teaching method
Workshop 1 hour (Weekly)
Assessment
Quiz10%
Quiz10%
Quiz10%
Report40%
Exam: viva30%

Teaching method
Tutorial 4 hours (Weekly)
Assessment
Quiz10%
Quiz10%
Quiz10%
Report40%
Exam: viva30%
Notice

Intensive offerings may or may not be scheduled in every teaching period. 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 teaching period.

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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