This unit describes the performance outcomes, skills and knowledge required to manage the strategic product development process from initial research through to product establishment and monitoring.  The unit applies to all industry sectors and to senior personnel working in strategic planning and product development roles.  This could include product development managers, marketing managers, operations or general managers, regional tourism managers, account managers, events managers, resort or hotel managers and owner-operators.

Unit details

Study level:
Vocational and further education (TAFE)
Unit code:


Assessment tasks will be designed to reinforce and extend knowledge and skill competence within set and controlled parameters in accordance with each unit's learning outcomes and performance criteria requirements, including the setting of work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines. Students will be expected to demonstrate the following required skills: - research, assess and develop a new product or service for a tourism operation.Students will also be expected to demonstrate the following knowledge: - features and inclusions of a product development plan; - tourism industry structures, interrelationships and networks; - tourism industry information sources; - distribution and marketing networks that support tourism products in the relevant context; - key stakeholders in local, regional, state and national tourism organisations and the structures of these organisations at each level; - current market trends, products and service styles that meet certain market requirements and quality expectations; - current tourism product base for the proposed destination and market to be serviced; - current and proposed products and services of competitors; - features of the destination at which the product will be delivered; - aspects of laws that impact on tourism operations and actions required of tourism operators; - factors impacting organisational capacity to provide proposed product; - financial operating costs in tourism organisations; desired profit margins and achievement of high yield in order to determine an appropriate selling price; - expenditure items relevant to the development of tourism products, and; - industry commission and mark-up procedures and rates appropriate in the relevant industry context.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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