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.

Unit details

Study level:
Undergraduate
Credit points:
12
Unit code:
VHH1006

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.  

Assessment

Assessment type Description Grade
Assignment Marketing brief 20%
Presentation Marketing brief 10%
Project Industry project - website 50%
Presentation Industry project – social communications plan 20%

Required reading

Marketing: Theory, Evidence, Practice,
Sharp, B. 2017,
Oxford University Press, South Melbourne

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.

Study a single unit

This unit may be available as a single unit of study.

Find out more about how to apply for single units of study at VU.

VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.