Unit description
Examines the strategic marketing process for tourism and hospitality products and experiences (including destinations, hotels, and tourism and hospitality enterprises). This is achieved by critical analysis and synthesis of recent academic research and innovative industry best practice. An important aim of this unit is for students to develop a strategic marketing plan related to a particular tourism and hospitality industry enterprise of their choice.
Unit content
This unit is divided into ten topics:
- The strategic marketing process for tourism and hospitality products and experiences
- Understanding the consumer for tourism and hospitality products and experiences
- The strategic marketing process for destinations
- Determining market/s for tourism and hospitality products and experiences
- Developing a strategic marketing plan for tourism and hospitality products and experiences
- Marketing strategies for tourism and hospitality products and experiences (Part 1)
- Marketing strategies for tourism and hospitality products and experiences (Part 2)
- E-marketing strategies for tourism and hospitality products and experiences
- Information distribution strategies for tourism and hospitality products and experiences
- Innovative and tactical marketing strategies for tourism and hospitality products and experiences.
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
| On completion of this unit, students should be able to: | GA1 | GA2 | GA3 | GA4 | GA5 | GA6 | GA7 | |
|---|---|---|---|---|---|---|---|---|
| 1 | analyse and synthesise concepts and theories related to strategic marketing for tourism and hospitality products and experiences from recent academic and industry sources | Intellectual rigour | Knowledge of a discipline | |||||
| 2 | evaluate important elements of an effective marketing strategy for tourism and hospitality products and experiences | Intellectual rigour | Creativity | Knowledge of a discipline | ||||
| 3 | examine best practice and innovative marketing strategies for tourism and hospitality products and experiences | Intellectual rigour | Creativity | Knowledge of a discipline | ||||
| 4 | develop a marketing strategy for a particular tourism or hospitality operation | Intellectual rigour | Creativity | Knowledge of a discipline | ||||
| 5 | critically discuss the role of strategic marketing to achieve sustainable tourism and ameliorate crisis impacts. | Intellectual rigour | Ethical practice | Knowledge of a discipline | ||||
Teaching and assessment
Fee information
Domestic
Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 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.