Marketing and Business Communications

This unit introduces the marketing and communications function of the organisation, contextualised for students within a hotel and hospitality setting. Students will demonstrate a broad theoretical understanding of key marketing and communications theories and principles and demonstrate the ability to apply these in a range of hospitality and hotel management settings. Students will identify, interpret and explore the buying behaviour of key target markets, and develop a marketing mix and social communications strategy to satisfy the needs and wants of these markets.

Learning Outcomes

On successful completion of this unit, students will be able to:

1. Analyse how the key elements of the marketing mix contribute to the marketing strategy and marketing plans of a hotel or hospitality business;
2. Identify and analyse consumer behaviour within key target markets and related implications for marketing activities and decision making;
3. Demonstrate a theoretical knowledge of core marketing and communications concepts and principles;
4. Apply core marketing and communications concepts and principles through the development of key marketing plans for a hotel or hospitality business; and
5. Identify and evaluate good practice principles in web and social media use, demonstrating application through the creation of a hotel or hospitality business website and social media plan.