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This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
This unit examines the uniqueness of marketing as it specifically applies to the hospitality and tourism industries. The marketing of businesses within the global hospitality and tourism industries is becoming more sophisticated and demands a more strategic approach than ever before. This unit centres on strategic marketing development and the application of branding, packaging, internal marketing, segmentation and market/marketing research. The unique nature of the service encounter and its coupling with merchandise in hospitality and tourism will be studied from a marketing perspective. The diversity of hospitality and tourism businesses will be investigated from a strategic marketing view and the systematic development of marketing plans will be a central tenet of the unit.
Students must pass 1 units from HOS2325, TSM2111
Unit was previously coded HOS3210, MKT2195, TSM2100
On completion of this unit students should be able to:
The mode of delivery for this unit is through weekly on-campus seminars. The teaching and learning approach in this unit is enhanced through in-class discussions of practical industry case studies. The skills of working effectively with others, task collaboration, and working productively with people from diverse cultures will be an important component of the learning environment. Communicating effectively, critical appraisal and the ability to generate ideas are emphasised. This unit also provides an opportunity for students to undertake a step by step approach to situational analysis, goal setting, and strategy development. The seminars are also supported by working through a number of case studies of increasing complexity. Students are required to complete individual and group assessment items including a marketing report. These items are assessed for quality academic and professional standards, including written communication (structure, language and conventions), ability to work effectively with others, critical analysis (depth of thought, development of argument, logical analysis and insight), depth and breadth of coverage, the ability to research effectively using both academic and contemporary sources and industry relevance.
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Test | Mid-semester test * | 15% |
| Assignment | Marketing plan project (group work) | 40% |
| Examination | Final Examination | 45% |
* Assessment item identified for English language proficiency
^ Mandatory reference
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
HOS2330|1|1
This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.
This unit examines the uniqueness of marketing as it specifically applies to the hospitality and tourism industries. The marketing of businesses within the global hospitality and tourism industries is becoming more sophisticated and demands a more strategic approach than ever before. This unit centres on strategic marketing development and the application of branding, packaging, internal marketing, segmentation and market/marketing research. The unique nature of the service encounter and its coupling with merchandise in hospitality and tourism will be studied from a marketing perspective. The diversity of hospitality and tourism businesses will be investigated from a strategic marketing view and the systematic development of marketing plans will be a central tenet of the unit.
Students must pass 1 units from HOS2325, TSM2111
Unit was previously coded HOS3210, MKT2195, TSM2100
On completion of this unit students should be able to:
The mode of delivery for this unit is through weekly on-campus seminars. The teaching and learning approach in this unit is enhanced through in-class discussions of practical industry case studies. The skills of working effectively with others, task collaboration, and working productively with people from diverse cultures will be an important component of the learning environment. Communicating effectively, critical appraisal and the ability to generate ideas are emphasised. This unit also provides an opportunity for students to undertake a step by step approach to situational analysis, goal setting, and strategy development. The seminars are also supported by working through a number of case studies of increasing complexity. Students are required to complete individual and group assessment items including a marketing report. These items are assessed for quality academic and professional standards, including written communication (structure, language and conventions), ability to work effectively with others, critical analysis (depth of thought, development of argument, logical analysis and insight), depth and breadth of coverage, the ability to research effectively using both academic and contemporary sources and industry relevance.
GS1 GRADING SCHEMA 1 Used for standard coursework units
Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.
| Type | Description | Value |
|---|---|---|
| Test | Mid-semester test * | 15% |
| Assignment | Marketing plan project (group work) | 40% |
| Examination | Final Examination | 45% |
* Assessment item identified for English language proficiency
^ Mandatory reference
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.
Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:
Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.
The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.
HOS2330|1|2