TO5044 - Hospitality and Restaurant Marketing
| Credit points: | 03 |
| Year: | 2007 |
| Student Contribution Band: | Band 2 |
| Administered by: | Discipline of Tourism |
Available ONLY to students enrolled in the Master of Tourism.
The goal of this subject is to analyse key issues in the marketing of services and, in particular hospitality services, focusing on the factors that differentiate the tasks of a services marketer from someone involved in marketing goods. The subject focuses on evaluation of marketing research, development of sales forecasts, branding, franchising, strategic alliances, and international marketing. Particular emphasis is placed on analysing case studies which are based on real-world situations and development of marketing strategies that provide companies with a competitive edge in the dynamic world of hospitality. In addition, the subject provides students with an integrated contextual framework, working tools and facility with which to apply their knowledge to the development of a marketing plan for a hospitality establishment.
Learning Outcomes
- demonstrate an understanding of the crucial role of service encounters and relationships in the context of product customisation and marketing;
- apply the principles of marketing applicable to the food and beverage product across a range of restaurant operations;
- assess the impact of past and present hospitality trends within the hospitality organisation;
- prepare students to understand and analyse the impact of globalisation on marketing concepts;
- prepare students to become effective marketing strategists for organisations in which food and beverages are important.
Graduate Qualities
- The ability to think critically, to analyse and evaluate claims, evidence and arguments.
| Prerequisites: | Enrolment in MTourism |
| Inadmissible Subject Combinations: | TO3044 and TO6044 and TO2044 |
Availabilities | |
| Cairns, Internal, Study Period 1 | |
| Census Date 30-Mar-2007 | |
| Coordinator: | Assoc. Professor Darren Lee-Ross |
| Contact hours: |
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| Assessment: | end of semester exam (33%); presentations (8%); marketing plan (includes presentation) individual or pairs (25%); marketing plan proposal. progressive submission of concept, environmental analysis & swot (17%); case study analysis (17%). |
Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.