This unit (VHH1006) 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

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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 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.

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