Units

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Sample subject outline - Semester 2 2012

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

The subject commences with a review of strategic marketing concepts in tourism, and public and private sector involvement in tourism marketing activities. Students are then introduced to the body of literature on tourist behaviour and relationships between tourism demand and marketing activities of the network of industry suppliers. A study of research techniques for understanding tourists, destination and market potential and competitive activity provides a basis for formulating tourism marketing strategies. Issues involved in planning and controlling the marketing function in various tourism contexts are also explored.

Aims

The aims of the unit are to enhance student's understanding of:

the nature of the tourism system;

the importance of destination competitiveness; and

how marketing principles are applied in the tourism industry.

Objectives

Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Be able to work effectively in a Team Environment (TW)

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Unit Objectives
On completion of this unit, you should be able to:

1. Demonstrate an understanding of the conceptual framework for tourism marketing management and the activities of major stakeholders involved in marketing key elements of a tourist destination mix.
2. Understand the characteristics of tourist behaviour, factors influencing tourism demand and supply and current trends with respect to significant market segments and their growth patterns.
3. Apply research techniques to appraise destinations, markets and service offerings including attractions and entertainment, transportation, accommodation and facilities and competitive activities in these sub-sectors of tourism.
4. Understand and apply various segmentation approaches, targeting and positioning theory in determining appropriate marketing strategies for a tourism service offering or destination.
5. Recognise and explain major macro-environmental issues including industry sustainability, policy imperatives and research needs as they relate to the role of tourism marketing managers.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

The unit content follows the steps involved in the design of a tourism marketing plan.

Approaches to Teaching and Learning

Lectures will provide up to date contextual information on tourism industry trends and tourist market growth patterns globally and within the Asia Pacific while demonstrating, by way of cases and examples, the application of marketing research and planning techniques within that context. Tutorials will be used to explore the characteristics of markets and specific sectors of tourism and related marketing activities by private and public sector bodies via oral presentations and discussion. The exam and project components are used to both develop and test the application of theory and knowledge of the tourism industry derived from the lecture program.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

Informal: worked examples, such as verbal feedback in class, personal consultation

Formal: in writing, such as checklists (e.g. criteria sheets), written commentary

Direct: to individual students, either in written form or in consultation

Indirect: to the whole class

Assessment name: Presentation
Description: Students will choose between a range of topics pertinent to tourism marketing contexts.
Length/Duration: 15 minute (presentation) plus a critical points sheet
Formative or Summative:Formative
Relates to objectives: Unit objectives: 1, 2, 5 and AOL goals: KS (1.1), CTA (2.1), PC (3.2)
Weight: 25%
Internal or external: Internal
Group or individual: Individual
Due date: Weeks 4 to 12

Assessment name: Mid Semester Exam
Description: This exam will consist of multiple choice questions.
Length/Duration: 60 minutes
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), CTA (2.1)
Weight: 25%
Internal or external: Internal
Group or individual: Individual
Due date: Week 8

Assessment name: Niche Marketing Plan
Description: A niche marketing plan.
Length/Duration: 2,000 words
Formative or Summative: Summative
Relates to objectives: Unit objectives:1, 2, 3, 4, 5 and AOL goals: PC (3.1), SEU (5.1)
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: Week 13

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Pike, S. (2008). Destination Marketing - An Integrated Marketing Communications Approach. Oxford: Elsevier.


References
The following are useful references, including textbooks, journals and websites:

Morrison, A. M. (2002). Hospitality and Travel Marketing. (3rd Ed). Albany, NY: Delmar
Hall, C.M. (2003). Introduction to tourism: Development, dimensions and issues, 4th edition, Longman, Sydney.
Holloway C. J. & Robinson C. (1995). Marketing for tourism, 3rd edition, Longman Group, Essex, England.
Kotler P., Bowen J. & Makens J. (2003). Marketing for hospitality and tourism, 3rd edition, Prentice-Hall International, New Jersey.
Middleton, V. & Clarke J. (2001). Marketing in travel and tourism, Butterworth-Heinemann, Oxford, UK.
Pike, S. (2004). Destination Marketing Organisations. Oxford: Elsevier.
Weaver, D. & Opperman, M. (2000). Tourism management, John Wiley & Sons, Australia.
Witt S. & Moutinho L. (1994). Tourism marketing and management handbook, 2nd ed., Prentice-Hall, Hertfordshire, UK.

Key Journals
Annals of Tourism Research
Journal of Tourism Studies
Journal of Travel and Tourism Marketing
Journal of Travel Research
Journal of Vacation Marketing
Tourism Management

NB: Note that not all journals are held at QUT and some are still represented by a limited collection. Some are held at UQ and Griffith University. A library representative will be invited to attend an early lecture to give up to date advice to students on searching databases.

Useful Databases
Sciencedirect
Wiley Interscience
Proquest Direct
Emerald
Note: Other business databases will also be useful to you, but those listed above are more likely to include tourism journals.

WWW
http://omni.cc.purdue.edu/~alltson/journals_1.htm (A list of all academic tourism journals)
http://ertr.tamu.edu/ (On-line tourism academic journal)
www.travelmole.com (Travel industry news service)
www.travelwirenews.com (Travel industry news service)
http://www.worldtourismdirectory.com (Directory of tourism organizations)
www.world-tourism.org (World Tourism Organisation)
www.wttc.org (World Travel & Tourism Council)
www.pata.com (Pacific Asia Travel Association)
http://www.atc.net.au (Tourism Australia industry site)
http://www.regionaltourism.com.au/ (Centre for regional tourism research)
www.tq.com.au (Tourism Queensland industry site)
http://www.queenslandholidays.com.au/about_queensland/supporters_rto.cfm (Queensland RTOs)
http://www.brisbanemarketing.com.au/home.asp (Tourism Brisbane - industry site)

Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 12-Jun-2012