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
Location:
Study level:
Undergraduate
Credit points:
12
Unit code:
VHH1006
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Learning Outcomes
| 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
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