Hospitality Marketing Management LCB

Course aim

To enable students to appreciate the principles of marketing within the international hospitality environment and to understand a strategic marketing approach within the context of a service industry operations.

Course content

An overview of distinctive characteristics of hospitality industry marketing and marketing concepts within an international context; identification of characteristics of services marketing; service industry culture; internal marketing within the hospitality organization and its functional and operational areas; analyzing markets, segmentation and targeting; identification of hospitality products and services; strategies for positioning, pricing and promotion; competitor analysis; hospitality industry stakeholders, their inter- relationships and partnerships; consumer behaviour including group buyers and markets; development of relationship marketing; destination marketing; decision making processes; marketing management in international hospitality organizations.

Textbook(s)

Kotler, P, Bowen, JT & Makens, JC 2006, Marketing for hospitality and tourism, 4th, Prentice-Hall, Saddle River New Jersey

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Lecture	3 hours x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Examination, Group Case Study, Written report & presentation (individual)

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
How to determine your Commonwealth Supported course fee. (Opens new window)

Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
How to determine the relevant non award tuition fee. (Opens new window)

Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.