Marketing Sales Tourism Hotels
Gold Coast, Australia
Area of Study
Hotel Restaurant Tourism Management, Marketing
Taught In English
Prerequisite: 1003MKT/1083MKT Introduction to Marketing. Incompatible: This course is incompatible with 3212HSL Marketing & Sales for Tourism & Hotels, 2304HSL Hospitality Marketing and 3206HSL Tourism & Hospitality Marketing.
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewCourse DescriptionThis course introduces students to the highly competitive and changing Marketing environment of the tourism industry, providing them with an awareness and understanding of the unique Marketing challenges faced by Tourism and Hotel operators. This course has a prerequisite requirement which means you MUST successfully complete the listed course requirement BEFORE enrolling in this course. If you have enrolled in the course without meeting this requirement you MUST WITHDRAW immediately or, contact the Program Director if you believe you have extenuating circumstances. It is our experience that students who have not completed the prerequisite course struggle to complete the course and often fail as a result.Course IntroductionThe decision making processes of tourists and hotel guests can vary from the spontaneous and capricious to the extended and considered. These processes, along with a competitive supplier market in international tourism and hotel products, and the need to adapt to changing physical, financial, and social environments mean that designing and selling satisfying guest experiences is a challenging proposition. The key to dealing with these challenges is to develop a good understanding of customer behaviour and by knowing which strategies will attract and satisfy customers, and thereby lead to increased sales.Course AimsThe aim of this course is to examine international tourism and hotel products and markets, customer behaviours, and marketing and sales strategies as a context for designing and delivering tourism and hotel products. This aim is designed to extend students' knowledge, skills and attitudes acquired in lower level marketing and sales courses through application of course material to the context of international tourism and hotel settings.Learning OutcomesAfter successfully completing this course you should be able to:1 Evaluate existing tourism experiences and hotels, identify gaps and opportunities in the market and create a modified or new product that is environmentally, financially and socially sustainable.2 Understand the role of the marketing department in positioning and communicating a tourism product or hotel's brand in line with effective segmentation strategies.3 Demonstrate the ability to solve marketing related problems in a tourism and hotel setting by understanding the role of selected elements of the marketing mix, recognising their role in translating strategy into marketing action, as well as, the interdependence between the elements.4 Appreciate the importance of tourism as an economic driver and understand the role of Destination Marketing Organisations (DMOs) and government in marketing destinations and encouraging new experience development.5 Demonstrate the ability to analyse a tourist product and prepare a targeted tourism marketing strategy for it then communicate that analysis and strategy effectively in writing.
Weighting/Marked out of
Exam - selected and constructed responses
Presentation - technical or professional
Assignment - Written Assignment
Exam - constructed response
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.