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
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.
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.
