The marketing of tourism is a planned and progressive strategic priority to ensure sustainability and enhance global competitiveness. Building upon theories and models unique to experiential tourism marketing, this course investigates a range of approaches and challenges associated with destination marketing.
The course examines the challenges of contemporary tourism marketing in the context of the management and marketing of sustainable destinations. Key topics also include the role of destination management organisations and destination communities in experience creation and promotion, and the role of governments in destination recovery following crises.
Working through experiential exercises you will undertake research and develop marketing strategies reflective of professional practice in tourism marketing. Work integrated learning is embedded in the curriculum with specialised insights further gained through industry engagement in course delivery.
Newcastle City Precinct
- Semester 1 - 2022
On successful completion of the course students will be able to:
1. Examine and discuss the key concepts and principles of marketing as applied to destinations and the tourism experience
2. Demonstrate an evaluative understanding of current issues associated with destination marketing
3. Access, examine and assess the effectiveness of marketing strategies applied to tourism
4. Engage in tourism and marketing research and inquiry to inform strategic decision making and problem solving
5. Demonstrate skills in oral and written communication as well as critical and analytical thinking in accordance with professional contexts
6. Work independently and as a team member to collect and analyse information to guide your problem solving and decision making
Topics include but are not restricted to the following:
- Strategic marketing and sustainable tourism
- Destination marketing and branding
- Understanding tourist markets
- Tourism marketing, communication and promotion
- Tourism marketing and information technology
- Tourism product and price
- Collaborative approaches to tourism marketing
- Tourism marketing and crises
Students who enrol in this course will be expected to have undertaken LEIS1000 or TOUR1000 or MKTG1001 or MKTG2100.
Tutorial / Laboratory Exercises: Workshop exercises
Written Assignment: Briefing Paper
Presentation: Group Presentation
Newcastle City Precinct
Integrated Learning Session
Face to Face On Campus 2 hour(s) per Week for Full Term
Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.