Unit of Study HOTL6002 Creating the Hotel Customer (2024)

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Unit Snapshot

Unit type

PG Coursework Unit
Credit points

12
Faculty & College

Educational Partnerships Board
Placement

No

Unit description

Examines major conceptual frameworks and applications that support the identification, creation, development and retention of the contemporary hotel customer. Students examine traditional versus contemporary marketing methods, customer segmentation, and communication strategies. In addition, new approaches to market development are explored that address cultural and destination considerations.

Unit content

The unit contains the following 6 topics:

Customers, segmentation and target markets
The contemporary traveller from a marketing standpoint
Marketing techniques: mass media and social media
The unique customer: direct and special events marketing
Innovative strategies for guest attraction and retention
Cultural considerations in market development

Availabilities

Location	Domestic	International
Brisbane - The Hotel School	Term1,3,5	Term1,3,5
Hayman Island - Hotel School	Term1,3,5	Term1,3,5
Melbourne - The Hotel School	Term1,3,5	Term1,3,5
Sydney - The Hotel School	Term1,3,5	Term1,3,5

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

Critically review key methods for customer segmentation in a tourism and hospitality context

Evaluate a variety of promotional tools to motivate the hospitality customer.

Evaluate the effectiveness of, marketing strategies with regards to prospects, customers and stakeholders

Critique culturally sensitive marketing strategies to attract and retain the hotel customer

Teaching and assessment

Teaching method

Tutorial 3 hours (Weekly)

Assessment
Quiz	30%
Presentation	30%
Report	40%

Teaching method

Tutorial 3 hours (Weekly)

Assessment
Quiz	30%
Presentation	30%
Report	40%

Teaching method

Tutorial 3 hours (Weekly)

Assessment
Quiz	30%
Presentation	30%
Report	40%

Teaching method

Tutorial 3 hours (Weekly)

Assessment
Quiz	30%
Presentation	30%
Report	40%

Prescribed learning resources

Prescribed Texts

No prescribed texts.

Prescribed Resources/Equipment

An overview together with readings and resources are provided for each topic / module in this unit. See MySCU for details

Prescribed Texts

No prescribed texts.

Prescribed Resources/Equipment

An overview together with readings and resources are provided for each topic / module in this unit. See MySCU for details

Prescribed Texts

No prescribed texts.

Prescribed Resources/Equipment

An overview together with readings and resources are provided for each topic / module in this unit. See MySCU for details

Prescribed Learning Resources may change in future Teaching Periods.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.

Fee paying courses
For postgraduate or undergraduate full-fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees.

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