Handbook : Unit informationEdith Cowan University

School: Business and Law

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.

• Unit Title

  Hospitality and Tourism Marketing Management

• Unit Code

  HOS2330

• Year

  2016

• Enrolment Period

  1

• Version

  1

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

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Description

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.

Prerequisite Rule

Students must pass 1 units from HOS2325, TSM2111

Equivalent Rule

Unit was previously coded HOS3210, MKT2195, TSM2100

Learning Outcomes

On completion of this unit students should be able to:

1. Apply the principles of marketing to a range of different types of hospitality and tourism enterprises.
2. Define hospitality and tourism products and their specific marketing qualities.
3. Develop a marketing plan for a specific hospitality or tourism operation.
4. Explain the importance of internal marketing to hospitality and tourism businesses.
5. Interpret and take advantage of marketing opportunities.
6. Review the necessity to bundle or package product/service components.
7. Understand the unique marketing environment in the hospitality and tourism industries.

Unit Content

1. Constraints to marketing hospitality and tourism products and ventures.
2. Internal marketing and the service encounter.
3. Marketing environment in the hospitality and tourism industries.
4. Marketing planning.
5. Principles of marketing, focusing on their application to the hospitality and tourism industries.
6. Tangible and intangible components of tourism and hospitality marketing.

Additional Learning Experience Information

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.

Assessment

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.

* Assessment item identified for English language proficiency

Text References

• ^ Morrison, A. (2010). Hospitality and travel marketing (4 ed.). Delmar Learning, London: Cengage.
• McNeill, R., & Crotts, J. (2006). Selling hospitality: A situational approach. New York: Thomson Delmar Learning.
• Kotler, P., Bowen, J., & Makens, J. (2010). Marketing for hospitality and tourism (5th ed.). Upper Saddle River, New Jersey: Prentice Hall.
• Raza, I. (2005). Heads in beds: Hospitality and tourism marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.
• Reid, R., & Bojanic, D. (2010). Hospitality marketing management (5th ed.). Hoboken, New Jersey: J Wiley and sons.
• Morrison, A. M. (2010). Hospitality and travel marketing (4th ed.). Albany, NY: Delmar.
• Hoffman, K., & Bateson, J. (2006). Services marketing concepts, strategies, and cases. Mason, Ohio: Thomson South Western.

^ Mandatory reference

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