Course learning outcomes may be assessed via submission of a range of assessment tasks including problem-solving exercises, online tests and examinations, reports, research assignments and group projects.
1. Introduction to Marketing:
The purpose of this unit is to introduce students to socially responsible approaches to customer centred marketing operations within the international hospitality industry.
- Introduction to Marketing in the Hospitality Industry
- The Marketing Environment
- Consumer Behaviour
- Marketing Planning (Market Segmentation, Target Marketing)
- The Marketing Mix (The Product and Service Lifecycle)
- The Marketing Mix (Products and Pricing)
- The Marketing Mix (Position and Promotion)
- Integrated Marketing Communication Strategies
- eCommerce and Digital Marketing
2. Destination Branding and Marketing:
- Introduction to Destination Management and Marketing
- Tourism Planning, Destination Management and Marketing
- Tourist Marketing Research, Tourist Behaviour
- Destination Product Development
- Stakeholder Management
- Visitor Management
- Destination Branding
- Integrated Marketing Communications
- Tourism Markets
- The Future of Destination Management and Marketing (DMOs)
3. Media Management, Sponsorship and Evaluation:
- Introduction to Media Management
- Media Considerations for Events and Conventions
- Media and Tourism
- Sponsors and their Interests
- Partnering with Sponsors
- Developing Sponsorship
- Principles of Evaluation
- Evaluation of Tourism, Events and Conventions
- Evaluation Methods and Reporting
4. Sustainable, Cultural and Eco-Tourism:
- Introduction to Sustainable Tourism Development
- Possible Negative Impacts of Tourism Development
- Benefits of Tourism Development
- Tourism (Visitor) Management
- Carrying Capacity
- Policy Making and Planning in Tourism
- Finding Solutions for the Overcrowding Dilemma
- Quality Control Processes in the Tourism Industry
- Future Challenges in Achieving Sustainable Tourism
