Marketing and Business Communications

Unit code: VHH1006 | Study level: Undergraduate
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Footscray Nicholson
N/A
Overview
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Overview

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.

Assessment

For Melbourne campuses

Assessment type: Assignment
|
Grade: 10%
Marketing brief
Assessment type: Presentation
|
Grade: 30%
Marketing proposal
Assessment type: Project
|
Grade: 30%
Industry project - website
Assessment type: Presentation
|
Grade: 30%
Industry project – social communications plan

Required reading

Readings will be provided via VU Collaborate.

As part of a course

This unit is studied as part of the following course(s):

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