Unit aim

Provides an introduction to the role of marketing in the hospitality and tourism industries. Examines consumer behaviour, strategic planning, creating a marketing plan, market segmentation and use of the marketing mix.

Unit content

This unit covers the following areas:

  • What is marketing?
  • An overview of marketing research for tourism and hospitality
  • The differences between the marketing of products and services
  • The marketing environment in the tourism and hospitality industries
  • Consumer behaviour concepts
  • Strategic marketing for the tourism and hospitality organisation
  • Create a marketing plan with segmentation and positioning strategies
  • Building customer satisfaction through quality.

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.

Learning outcomes and graduate attributes

Prescribed texts

Session 1

  • Kotler, P, Bowen, J & Makens, J, 2010, Marketing for Hospitality & Tourism, 6th edn, Prentice-Hall, Upper Saddle River, NJ.

Session 2

  • Kotler, P, Bowen, J & Makens, J, 2010, Marketing for Hospitality & Tourism, 6th edn, Prentice-Hall, Upper Saddle River, NJ.

Session 3

  • Kotler, P, Bowen, J & Makens, J, 2010, Marketing for Hospitality & Tourism, 6th edn, Prentice-Hall, Upper Saddle River, NJ.
Prescribed texts may change in future study periods.

Teaching and assessment

Coffs Harbour

Teaching method
Lecture on-site 2 hours (12 weeks)
Tutorial on-site 1 hour (12 weeks)
Assessment
Report35%
Report40%
Exam: closed book25%

Gold Coast

Teaching method
Lecture on-site 2 hours (12 weeks)
Tutorial on-site 1 hour (12 weeks)
Assessment
Report35%
Report40%
Exam: closed book25%

Lismore

Teaching method
Lecture on-site 2 hours (12 weeks)
Tutorial on-site 1 hour (12 weeks)
Assessment
Report35%
Report40%
Exam: closed book25%

Online

Teaching method
Structured online learning 3 hours (12 weeks)
Assessment
Report35%
Report40%
Exam: closed book25%

Singapore - MDIS

Teaching method
Lecture on-site 2 hours (12 weeks)
Tutorial on-site 1 hour (12 weeks)
Assessment
Report35%
Report40%
Exam: closed book25%

Sydney - The Hotel School

Teaching method
Lecture on-site 2 hours (12 weeks)
Tutorial on-site 1 hour (12 weeks)
Assessment
Report35%
Report40%
Exam: closed book25%
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.
Commencing 2014 Commonwealth Supported only. Student contribution band: 3

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.