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Monash University

Monash University Handbook 2011 Postgraduate - Unit

12 points, SCA Band 3, 0.250 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Arts
OfferedCaulfield First semester 2011 (Evening)
Coordinator(s)Dr Jeff Jarvis


Previously coded ATM4010


This unit 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.


Upon successful completion of this unit students will have:

  1. An understanding of the structure and operation of the tourism industry globally, and within Australia.
  2. The ability to undertake a critical analysis of tourism marketing strategies employed by countries, regions and individual firms.
  3. An understanding the basic economic concepts associated with the tourism industry.
  4. An understanding of the concepts and theories of marketing as applied to the tourism industry.
  5. An understanding of the basic techniques and tools of marketing management as applied to the tourism industry.
  6. Developed their research and presentation skills on tourism related subjects.


Examination (3 hrs) : 30%
Research Paper (2500) : 25%
Major Assignment (3500) : 35%
Participation : 10%

Chief examiner(s)

Dr Jeff Jarvis

Contact hours

2 hour seminar