Course coordinator
If my door is open, I am available.
Will try to respond to email requests within a day.
This course develops the skills needed to plan and manage marketing and sales in the tourism, hospitality and event industries. Topics covered include marketing communications, electronic marketing, social media, market analysis, relationship marketing, sales techniques, distribution channels, experiential marketing, business to business marketing and integrated destination marketing and branding.
This postgraduate course is designed to provide you with the necessary research and practical skills to effectively complete a marketing and distribution research project for the tourism, hospitality and events industries. Through case studies, practical assignments and a marketing audit you will enhance your capabilities in linking concepts andᅠanalytical skills to real-world applications.
If my door is open, I am available.
Will try to respond to email requests within a day.
The timetable for this course is available on the UQ Public Timetable.
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
Full Name
Student ID
Course Code
This course aims to provide you with the essential research and technology skills to effectively market and distribute a product or experience within the tourism, hospitality and event industries. Through a variety of activities, you will examine key aspects of these industries including distribution channels,ᅠdigital marketing and competitor analysis. Several case studies and practical exercises are adopted to facilitate students with a better understanding of business contexts, develop their problem-solving skills, and broaden their context knowledge into operations at different countries.
After successfully completing this course you should be able to:
LO1.
apply specific marketing and distribution theories and concepts applicable to the tourism, hospitality and event industries
LO2.
collect and analyse market research data relevant for tourism, hospitality and event organisations to choose appropriate distribution channels
LO3.
employ problem-solving techniques to design a marketing report for usage by a tourism, hospitality or event organisation
LO4.
as a group, develop presentation skills for an organization in the tourism, hospitality or events industries
Category | Assessment task | Weight | Due date |
---|---|---|---|
Essay/ Critique | Review of Market Segmentation Studies | 30% |
20/08/2024 5:00 pm |
Paper/ Report/ Annotation | Situation, Positioning and Branding Analysis | 30% |
16/09/2024 5:00 pm |
Paper/ Report/ Annotation | Marketing Audit | 40% Team; 3,000 Words |
24/10/2024 5:00 pm |
20/08/2024 5:00 pm
The assignment asks you to compare and contrast two different segmentation methods and determine which one is more effective in a destination marketing scenario.
This assignment is an individual assignment.
The length of the assignment is up to 2000 words, including references and appendices.
Select two of the common segmentation techniques used in tourism marketing (Geographic, Demographic, Psychographic, Behavioural or Benefit-based). Read at least two academic journal articles per segmentation technique (a total of at least 4 journal articles) and critically analyse each technique before arguing which technique you feel is more effective to market to a destination
The up to 2000 word paper will be divided into four parts:
APA (7th edition) is required for all assessment referencing in this course. For guidance please refer to UQ's website.
AI Statement
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submit to Turnitin through Blackboard Assessment link.
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
16/09/2024 5:00 pm
Assignment 2
Length (up to 2000 words, including references).
The first task is to conduct a competitive analysis of the competitor destination you select compared to the main case destination in your group. As an example, if your group chooses Coffs Harbour as the main case, then each one of you will independently compare one of the competitors to it.
The focus on this assignment is the competitor destination (i.e. Port Stephens in relation to Coffs Harbour).
You will have to:
A few points to remember:
AI Statement
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submit to Turnitin through Blackboard Assessment link.
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
24/10/2024 5:00 pm
Due date: Nov 9
Length (up to 3000 words, building on materials incorporated in Assignment 2, including references).
Based on feedback received from the Assignment 2, conduct a detailed audit of the main destination case assigned to the group of you.
This assignment turns the focus to the main case destination and analyses it in relation to the 3 competitors you examined in Assignment 2.
The detailed audit consists a review and critical assessment of the destinations of:
A few points to remember:
AI Statement
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submit to Turnitin through Blackboard Assessment link.
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Full criteria for each grade is available in the Assessment Procedure.
Grade | Cut off Percent | Description |
---|---|---|
1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment is available for this course.
AI is not permitted for this course, other than using something like Grammarly to improve the presentation. I want to find out what you think and know, not what AI knows.
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources are available on the UQ Library website.
Learn (Blackboard)
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Learning period | Activity type | Topic |
---|---|---|
Week 1 |
No student involvement (Breaks, information) |
Tutorials start Week 3 No tutorial |
Lecture |
Lecture Week 1 Overview of the subject What is marketing? What is a product? What is marketing research? |
|
Week 2 |
Tutorial |
Tutorial Week 2 no tutorial |
Lecture |
Lecture Week 2 The experience economy, tourism experiences and co-creation |
|
Week 3 |
Tutorial |
Tutorial Week 3 Co creation in tourism |
Lecture |
Lecture Week 3 Strategic marketing |
|
Week 4 |
Tutorial |
Tutorial Week 4 Segmentation |
Lecture |
Lecture Week 4 Segmentation, target market selection |
|
Week 5 |
Tutorial |
Tutorial Week 5 Environmental scanning and SWOT analysis |
Lecture |
Lecture Week 5 The marketing mix |
|
Week 6 |
Tutorial |
Tutorial Week 6 Integrating the marketing mix - Pricing |
Lecture |
Lecture Week 6 Positioning and Branding |
|
Week 7 |
Tutorial |
Tutorial Week 7 Branding |
Lecture |
Lecture Week 7 Marketing Communications and Promotions |
|
Week 8 |
Tutorial |
Tutorial Week 8 Marketing Communications |
Lecture |
Lecture Week 8 Distribution Channels |
|
Week 9 |
Tutorial |
Tutorial Week 9 Distribution channels |
Lecture |
Lecture Week 9 Why do people travel |
|
Mid Sem break |
Tutorial |
In-Semester break |
Lecture |
In-Semester break no classes |
|
Week 10 |
Tutorial |
Tutorial Week 10 Marketing Research |
Lecture |
Lecture Week 10 The Marketing Plan |
|
Week 11 |
Tutorial |
Tutorial Week 11 CSR |
Lecture |
Lecture Week 11 CSR and socially responsible tourism marketing |
|
Week 12 |
Tutorial |
Tutorial week 12 The marketing plan audit |
Lecture |
Lecture Week 12 Marketing audit |
|
Week 13 |
Tutorial |
Tutorial Week 13 Marketing yourself |
Lecture |
Lecture Week 13 Marketing yourself |
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.