Unit aim

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:

  1. The strategic marketing process for tourism and hospitality products and experiences
  2. Understanding the consumer for tourism and hospitality products and experiences
  3. The strategic marketing process for destinations
  4. Determining market/s for tourism and hospitality products and experiences
  5. Developing a strategic marketing plan for tourism and hospitality products and experiences
  6. Marketing strategies for tourism and hospitality products and experiences (Part 1)
  7. Marketing strategies for tourism and hospitality products and experiences (Part 2)
  8. E-marketing strategies for tourism and hospitality products and experiences
  9. Information distribution strategies for tourism and hospitality products and experiences
  10. 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

Prescribed texts

Session 3

  • Hsu, C, Killion, l, Brown, G, Gross, MJ & Huang, S, 2008, Tourism marketing: An Asia-Pacific perspective, John Wiley & Sons Australia Ltd, Milton Qld.
Prescribed texts may change in future study periods.

Teaching and assessment

Gold Coast

Teaching method
Lecture on-site 3 hours (10 weeks)
Assessment
Situational Analysis30%
Market Segmentation Strategy25%
Marketing Strategy45%

Online

Teaching method
Structured online learning 3 hours (10 weeks)
Assessment
Situational Analysis30%
Market Segmentation Strategy25%
Marketing Strategy45%

Singapore - MDIS

Teaching method
Lecture on-site 3 hours (10 weeks)
Assessment
Situational Analysis30%
Market Segmentation Strategy25%
Marketing Strategy45%

Sydney - The Hotel School

Teaching method
Lecture on-site 3 hours (10 weeks)
Assessment
Situational Analysis30%
Market Segmentation Strategy25%
Marketing Strategy45%
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.