ATD4010

Tourism industry and marketing

Jeff Jarvis

8 or 12 points
* One 3-hour seminar per week
* First semester
* Clayton

Objectives On successful completion of this subject students should have an understanding of the basic economic concepts associated with the tourism industry; an understanding of the basic techniques and tools of marketing management as applied to the Australian tourism industry; the ability to undertake a marketing audit of an operational tourism enterprise; the ability to design internet pages for the world wide web; an understanding of the trends in international visitation patterns to Australia.

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 the tourism industry today, the macro and micro economic perspective, marketing research and analysis, the marketing mix, segmentation, target marketing, marketing strategy, communication methods, advertising, public relations and publicity on the internet.

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