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 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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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:
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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.