Availabilities:

LocationDomesticInternational
Brisbane - The Hotel SchoolSession 2Session 2
Coffs HarbourSession 2Session 2
Gold CoastSession 2Session 2
LismoreSession 2Session 2
Melbourne - The Hotel SchoolSession 2Session 2
OnlineSession 2Session 2
Sydney - The Hotel SchoolSession 2Session 2

Unit description

Provides students with an overview of the management and control of the marketing function in tourism and hospitality organisations. This is a skills-based marketing unit that covers the areas of destination marketing, media releases, brochure development, internet marketing, product development, pricing, packaging and advertising.

Unit content

Topic 1. Destination marketing
Topic 2. Designing and managing hospitality and tourism products and services
Topic 3. Pricing strategies in tourism and hospitality
Topic 4. Channels of distribution
Topic 5. The communications and promotion mix
Topic 6. Advertising mechanisms
Topic 7. Public/media relations
Topic 8. Electronic marketing and the Internet
Topic 9. Database and direct marketing
Topic 10. Sales promotion, personal selling and professional sales

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
1classify segments in tourism and hospitality businessesKnowledge of a discipline
2explain the components of the promotions mixKnowledge of a disciplineCommunication and social skills
3evaluate the effectiveness of print ad design using advertising and communications theoryCreativityKnowledge of a disciplineCommunication and social skills
4identify and implement appropriate promotional techniquesCreativityKnowledge of a discipline
5understand the role of public and media relations and develop appropriate tools such as media releases.CreativityKnowledge of a disciplineCommunication and social skills

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

  1. classify segments in tourism and hospitality businesses
    • GA4: Knowledge of a discipline
  2. explain the components of the promotions mix
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills
  3. evaluate the effectiveness of print ad design using advertising and communications theory
    • GA2: Creativity
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills
  4. identify and implement appropriate promotional techniques
    • GA2: Creativity
    • GA4: Knowledge of a discipline
  5. understand the role of public and media relations and develop appropriate tools such as media releases.
    • GA2: Creativity
    • GA4: Knowledge of a discipline
    • GA6: Communication and social skills

Prescribed texts

  • Kotler, PT, Bowen, JT, Makens, JC & Baloglu, S, 2016, Marketing for Hospitality and Tourism , 7th edn (Global Edition), Pearson Education limited, Harlow, UK. ISBN: ISBN10 1292156155 ISBN13 9781292156156 .
Prescribed texts may change in future study periods.

Teaching and assessment

Teaching method
Lecture on-site 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%

Teaching method
Lecture online 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%

Teaching method
Lecture on-site 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%

Teaching method
Lecture online 1 hour (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%

Teaching method
Lecture on-site 1 hour (12 weeks)
Tutorial on-site 2 hours (12 weeks)
Assessment
Discussion paper20%
Report40%
Exam: closed book40%
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 2020 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.

+