ATD4010

Tourism Industry and Marketing ( 12 points, SCA Band 1, 0.250 EFTSL)

Leader: Jeff Jarvis

Offered:
Clayton First semester 2006 (Evening)

Synopsis: This subject introduces students to the structure of the tourism industry from a global perspective. The key questions of; what types of tourists exist, who are the key players driving development and what are the basic economic principles of demand, supply and yield management that underpin its existence are addressed. Students are then presented with an overview of basic international service marketing concepts within a marketing planning framework. Topics include marketing research and analysis, the marketing mix, segmentation, target marketing, marketing strategy, communication methods, advertising, public relations and publicity.

Objectives: 1.To provide students with an understanding of the structure and operation of the tourism industry globally, and within Australia. 2.To provide students with the ability to undertake a critical analysis of tourism marketing strategies employed by countries, regions and individual firms. 3.To provide students with an understanding the basic economic concepts associated with the tourism industry. 4.To provide students with an understanding of the concepts and theories of marketing as applied to the tourism industry. 5.To provide students with an understanding of the basic techniques and tools of marketing management as applied to the tourism industry. 6.To develop student's research and presentation skills on tourism related subjects.

Assessment: Individual Research Paper 3000 words 20%, Major Group Assignment 4000 words 30%, Examination 2 hours 40%, Seminar Participation 10%

Contact Hours: 3 hours (1 x 3 hour seminar) per week