8 or 12 points
* One 2-hour seminar per week
* First semester
*
Clayton
Objectives On successful completion of this subject students will have an understanding of the basic economic concepts associated with the tourism industry and have gained an understanding of the basic techniques and tools of marketing management as applied to the Australian tourism industry. Students will also have the skills to undertake a marketing audit of an operational tourism enterprise.
Synopsis This subject is designed to provide an introduction to the operation of the tourism industry from an interactive system perspective and present students with a basic grounding in the principles of marketing as they apply to the tourism industry. Topics include marketing research and analysis, the marketing mix, segmentation, target marketing, marketing strategy, communication methods, advertising, public relations and publicity.
Assessment (8 points) Major group assignment (4000 words): 45%
*
Class participation: 10%
* Examination (2 hours): 45%
Assessment (12 points) Major group assignment (7000 words): 45%
*
Class participation: 10%
* Examination (2 hours): 45%
Prescribed texts
Reed P Marketing planning and strategy Harcourt Brace Jovanovich, 1992
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