Subject Description - (MGK1103 Principles of Marketing)

Subject Content:

The content of this subject will address the following topics:

PART A: UNDERSTANDING HOSPITALITY AND TOURISM MARKETING PROCESS

An Introduction to Marketing for Hospitality and Tourism

Service characteristics of Hospitality and Tourism Marketing

Customer values
Marketing strategy and planning

PART B: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
Consumer buying behaviour and buyer decision process

Identifying market segments and targets

PART C: DEVELOPING HOSPITALITY AND TOURISM CUSTOMER VALUE-DRIVEN
STRATEGY AND MIX
Creating and delivering value
- Pricing strategies
- Place/Distributing strategies
- Integrated Marketing Communications
- Internal Marketing and relationship marketing

Assessment Overview
Students are required to achieve 50% of the available marks in order to successfully pass the subject. The assessment information below provides a clear and explicit understanding of the expected standards to be achieved relative to the marks awarded.