Australian School of Business School of Marketing TAHM 5011 STRATEGIC TOURISM MARKETING

Transcription

1 Australian School of Business School of Marketing TAHM 5011 STRATEGIC TOURISM MARKETING COURSE OUTLINE SEMESTER 1, 2010

2 TABLE OF CONTENTS 1. STAFF CONTACT DETAILS 1 2. COURSE DETAILS Teaching Times and Locations Units of Credit Summary of Course Course Aims and Relationship to Other Courses Student Learning Outcomes 1 3. LEARNING AND TEACHING ACTIVITIES Approach to Learning and Teaching in the Course Learning Activities and Teaching Strategies 2 4. ASSESSMENT Formal Requirements Assessment Details Late Submission 7 5. ACADEMIC HONESTY AND PLAGIARISM 7 6. COURSE RESOURCES 8 7. COURSE EVALUATION AND DEVELOPMENT 8 8. STUDENT RESPONSIBILITIES AND CONDUCT Workload Attendance Special Consideration and Supplementary Examinations General Conduct and Behaviour Occupational Health and Safety Keeping Informed 9 9. ADDITIONAL STUDENT RESOURCES AND SUPPORT COURSE SCHEDULE 10

3 1. STAFF CONTACT DETAILS Lecturer Dr Jenny (Jiyeon) Lee Office QUAD RM 3014 Office Hours W (1:00-3:00pm) and by appointment Phone and Fax Office: Fax: jylee@unsw.edu.au 2. COURSE DETAILS 2.1 Teaching Times and Locations A 3-hour class will be held at Goldstein G05 at 6:00-9:00pm every Wednesday. Further information on the class time and location can be found on the School of Marketing website: Units of Credit This class is a 6-credit point course. 2.3 Summary of Course This course helps the student understand how marketing concepts apply to tourism theories and practices. It also introduces students to the strategic marketing plan that tourism and hospitality organizations implement to grow and prosper in today s competitive marketplace. Through various class activities and assignments, students will evaluate and analyze the strategic marketing activities adopted by private and public tourism firms. By the end of the course, students will develop a strategic marketing plan for a tourism marketing organization. In this course, fundamentals of strategic marketing in tourism, including environmental scanning, market research, market segmentation, marketing mix, promotion and marketing planning are discussed. 2.4 Course Aims and Relationship to Other Courses Strategic Tourism Marketing (TAHM 5011) is a specialized elective course in the MCom Tourism Marketing degree. This course focuses on translating basic marketing theory into practice within a tourism/hospitality context and learning about the major marketing decisions tourism marketing managers face in today s global marketplace. Upon completion of this course, students will be able to extend critical thinking skills and knowledge relevant to strategic tourism marketing to other related marketing courses in the degree. The specific aims of the course include: Understanding the key marketing concepts and theories within a tourism context; Understanding the strategic marketing process; and Understanding the role of marketing in creating and sustaining a competitive advantage for the tourism and hospitality operation. 2.5 Student Learning Outcomes By the end of this course, you should be able to: 1. Apply the principles and theories of strategic marketing to understand the issues faced by various international and domestic tourism marketing organizations; 2. Utilize the strategic marketing process to evaluate the marketing initiatives of tourism/hospitality marketing organizations; 3. Display critical thinking competencies and engagement with relevant knowledge in class activities and assignments; [TAHM 5011 Strategic Tourism Marketing] 1

4 4. Demonstrate the skills to effectively and efficiently collaborate in a team environment; 5. Demonstrate confidence and professionalism in a group project presentation and facilitation discussion; and 6. Demonstrate research skills using secondary sources. ASB Graduate Attributes This course contributes to your development of the following Australian School of Business Graduate Attributes, which are the qualities, skills and understandings we want you to have by the completion of your degree. Learning Outcomes ASB Graduate Attributes 1, 2, 3, 6 1. Critical thinking and problem solving 4, 5 2. Communication 4, 5 3. Teamwork and leadership 1, 4, 5, 6 4. Social, ethical and global perspectives 1, 2, 3, 6 5. In-depth engagement with relevant disciplinary knowledge 4, 5, 6 6. Professional skills 3. LEARNING AND TEACHING ACTIVITIES 3.1 Approach to Learning and Teaching in the Course This course is structured to help you gain an understanding of the role of marketing and the strategic marketing process in the tourism and hospitality operation. Principally, it is dedicated to reviewing the basic concepts underlying strategic marketing and applying these ideas to various tourism marketing organizations both in Australia and around the world through various course activities. The lectures, in-class activities, assignments, class discussions and group project are designed to enhance your understanding of key concepts and current issues in tourism marketing and to develop your critical thinking and professional skills. 3.2 Learning Activities and Teaching Strategies Each class will have (1) 1.5-hour lectures where the lecturer will present key theories and ideas related to the prescribed topic and (2) 1.5-hour discussion sessions which will require active involvement of students in learning through facilitation of a class discussion. It is mandatory that each student complete all assigned readings before each class. Library work beyond the course s texts and articles is expected. Since this is a graduate level course, all work in class and all assignments should be well thought out and carefully reviewed. 4. ASSESSMENT 4.1 Formal Requirements In order to pass this course, you must: achieve a composite mark of at least 50; and make a satisfactory attempt at all assessment tasks (see below). [TAHM 5011 Strategic Tourism Marketing] 2

5 4.2 Assessment Details Learning outcomes will be assessed through (1) two exams (mid-term and final), (2) a journal article critique, (3) in-class activities and participation, (4) facilitation of a class discussion and (5) a team project. Assessment Task Weighting Learning Outcomes assessed ASB Graduate Attributes assessed Length Mid-term Exam 20% 1, 2, 3 1, 2, 5 2 hours Final Exam 20% 1, 3 1, 2, 5 2 hours Journal Article Critique In-class activities and participation Discussion Facilitation Team Project 30% 10% 3, 6 1, 2, 6 2 pages Due Date Week 6 (Apr 14) Jun (TBA) Week 5 (Mar 31) 10% 1, 2, 3 1, 2, 4, 5, 6 N/A Ongoing 10% 1, 3, 5 1, 2, 4, 5, 6 1 hour Ongoing 1, 2, 3, 4, 5, 6 1, 2, 3, 5, 6 20 minutes (presentation) 5,000 words (written paper) Week 12 (May 26) Exams (40%, 20% each) There are two, non-comprehensive exams. Each exam will include material from the textbook, classroom discussion, and any supplemental material provided by the lecturer. You are responsible for all material in the text, even if it is not covered in class. The exams are designed to evaluate your understanding of the material covered in class and to provide timely feedback of your performance. The exams will cover the information presented during the portion of the class beginning on the course outline and will not be cumulative. Exams will be a combination of short answer and essay questions. The mid-term exam will take place in class on April 14 th (Week 6) and the final exam will be held during the designated test period (June 11-28). There will be no makeup mid-term exam unless you have an excused absence (e.g., participation in either a University authorized activity or legal proceedings that require your presence, death or major illness in your immediate family, religious holiday, confinement due to illness, or required participation in military duties). To be excused you must notify me in writing (acknowledged message is acceptable) prior to the date of absence (by the end of the second working day after the absence), and provide me with appropriate documentation for the absence. Failure to notify and/or document properly will be counted as in an unexcused absence. Journal Article Critique (10%) This assignment is designed to help you develop critical thinking and in-depth engagement with relevant topics covered in class. You are required to find one refereed article from a reputable tourism/hospitality journal on a topic relevant for discussion in marketing as it relates to tourism, hospitality, and leisure/recreation. For this assignment, you will need to briefly summarize the article in a short paragraph, not a whole page. Next, you are to critique the article discussing strengths and weaknesses in the following areas: literature review, objectives, methods, results, analysis (if applicable), discussion, and implications (i.e., theoretical/conceptual and practical approaches). Newspaper and/or internet articles aren t allowed unless the internet source is an on-line refereed journal. The article should be less than five years old. The recommended refereed journals are: [TAHM 5011 Strategic Tourism Marketing] 3

6 Journal of Travel Research; Tourism Management; Journal of Travel and Tourism Marketing; Annals of Tourism Research; Journal of Vacation Marketing; Journal of Services Marketing; Journal of Hospitality and Leisure Marketing; Journal of Hospitality and Tourism Research; Cornell Hotel and Restaurant Administration Quarterly; Event Management; International Journal of Tourism Research; Journal of Ecotourism; Journal of Sustainable Tourism; Journal of Sport Tourism; Journal of Leisure Research; Leisure Sciences; and Journal of Park and Recreation Administration. This written assignment should be typed (double-spaced, 2.54cm margins and 11-pt font) and follow APA citation/reference format. The length of this paper is no more than 2 pages (the references and title page are not included in word limit). Any assignment which is not typed will not be accepted. You are required to submit the paper at the beginning of the class on March 31 th (Week 5). In-Class Activities and Participation (10%) 10% of your final mark will be assessed on your performance on in-class activities and participation. Active participation means coming to class ready to discuss the day s topic with relevant personal experiences and/or timely news events. During the class, I will call on students who are not participating or pass over students who have already participated. Additionally, your understanding of the course material will be assessed through in-class activities on an individual or group basis. The quality of performance and timely completion will result in full credit for these activities and will be assigned an equal number of points and added to compute this portion of your final mark. No make-ups will be accepted, thereby requiring your regular attendance. Your participation will be monitored over the course and marks will be awarded as follows: Criteria Marks Below 80% attendenace as required by school. 0 Attendence requirement met but does not contribute throughtfully to class 1 activities or is not prepared. Attendance requirement met but only contributes when asked directly. 2 Attendance requirement met and contributes t class activities and discussions. 3 Attendacne requirement met and contributes to class activities and discussions 4 in a relevant and constructive way. Clear evidence of preparation and reading. Attendance requirement met and demonstrates excellence in contribution to 5 class activities and discussion. Discussion Facilitation (10%) This activity is designed to facilitate student involvement and learning through the application of class materials to recent world events and industry trends. On each date of the course schedule, 1 or 2 students will be responsible for presenting information to the class from a recent (2008 present) article related to the material covered in class on that day and leading discussions based on a set of questions prepared by them. In other words, you will facilitate class discussion on your topic rather than summarizing the [TAHM 5011 Strategic Tourism Marketing] 4

7 articles you have chosen to present. The articles should be from reliable sources (not from personal blogs, Wikipedia, etc) such as magazines or newspapers, or academic research literature. These presentations should be about 15 minutes for presentation and about 25 minutes for discussion. You will sign up for your discussion facilitation date during the first week of class. There is no written assignment for this activity; however, you are responsible for bringing a presentation evaluation form (available on Blackboard) with the top half completed to class on the day of your presentation. The following provides the criteria for discussion facilitations marks: Criteria Poor Average Excellent Flow of discussion (Including participation) Preparedness Composure Summary Team Project (30%) Team project enables students to integrate, synthesize, and present material through collaborative activities. In particular, this assignment allows students to further explore strategic tourism marketing concepts and principles learned in lectures and apply them to real life situations. Each team (3 students) will apply the key concepts covered in this course to develop a marketing strategy/plan. In the second week (March 10 th ), teams will be formed and each team will select a tourism or hospitality business/organization either in Australia or around the World. Please confirm your choice of the business/organization with your lecturer before proceeding. You must be present on that day; otherwise, you will be randomly allocated to one of the teams. After week 3, there will be no changes to the teams at any point, for any reason. This team project consists of two components: (1) a written paper and (2) a final project presentation. You are expected to conduct extensive research using reliable sources (i.e., peer reviewed academic journals, periodicals, newsletters, reports, internet, etc.). You may also consider contacting and interviewing a key individual (i.e., marketing director, PR spokesperson, etc.) of the business/organization you have chosen for additional information and Q&A. For more detailed information on what to include in your written paper, you may want to refer to your textbook (Ch 18. pp ). Part I: Written Paper (25%) In the written paper, you should include: 1. A title page (i.e., the title of the paper, course name, student name/s and id) 2. Executive summary 3. Table of contents 4. List of tables and figures 5. Introduction 6. Situation analysis a. Market analysis (i.e., target markets, market demographics, needs, trends and growth) b. SWOT analysis (may want to integrate analysis of macro- and micro-external environment) c. Competitor analysis (i.e., company background, product offering, pricing, target markets, strengths, weaknesses, etc.) d. Product/service offering 7. Marketing strategy a. Develop marketing objectives aligned with long-term goals of the business/organization. b. Discuss target marketing and positioning. c. Develop a marketing mix design to target its key segment. [TAHM 5011 Strategic Tourism Marketing] 5

8 d. Developing branding strategies through the use of effective advertising, marketing communications and promotion. 8. Conclusion 9. References 10. Appendix This written assignment should be typed (double-spaced, 2.54cm margins and 11-pt font size) and follow APA citation/reference format. The length of this paper is no more than 5,000 words (references, title page and appendix are not included in word limit). Any assignment which is not typed will not be accepted. You are required to submit the paper at the beginning of the class on March 26 th (Week 12). This assignment will be assessed on the following criteria: Team Project Written Paper Assessment Criteria (230 points) Content of Paper: /180 pts Criteria Pts Comments Executive summary (10) flow well, easily read, convey the key messages Introduction (5) concise, engaging, interesting background Market analysis (10) comprehensive, thorough analysis SWOT analysis (40) comprehensive, thorough analysis Competitor analysis (20) comprehensive, thorough analysis Product analysis (10) comprehensive, thorough analysis Marketing objectives (5) comprehensive, creative, aligned with business goals Target marketing and positioning (20) comprehensive, thorough, creative strategies Marketing mix design (20) comprehensive, thorough, creative design Branding strategies (20) comprehensive, thorough, creative strategies Conclusion (10) summary, depth of critical thinking Use of secondary research/data for support (10) Mechanics of Paper: /50 pts Criteria Pts Comments Organization and structure (10) Punctuation (i.e., spelling, etc.) (10) Grammar (10) Adherence to the word limit (10) APA Style (i.e., correct referencing) (10) Additional Comments Part II: Oral Presentation (5%) In addition to the written paper, your team is expected to present your findings to the class on May 26 th. This presentation will follow the format similar to a professional meeting or conference. Presentations will be 20 minutes in length: 15-minute talk and 5-minute for questions. Proper attire is required (i.e., no shorts, t-shirts, etc.). You will be evaluated by the lecturer according to several different criteria which will be posted on Blackboard during the second week of class). You should be familiar with these when planning your oral presentation. In order to obtain a higher score, you may: 1. make use of the audio-visual materials and equipment available (e.g., chalkboard, overhead projector, slide projector, VCR and television, flip chart/stand, dressing-up in some form of costume, signs/posters, music/audio players); [TAHM 5011 Strategic Tourism Marketing] 6

9 2. show the class in advance how your presentation is structured and organized (i.e., presenting the structure of your presentation; and 3. be creative in planning and implementing your oral presentation (e.g., using a game/talk show as the structure for presenting information, preparing a videotape, using skits or music to emphasize key points, taping (video and/or audio) interviews, etc.). Your team is required to turn in (1) a copy of your slides (if PowerPoint is used) or other presentation materials (printed 4 per page) and (2) a presentation evaluation form (available on Blackboard) with the top half completed at the beginning of your presentation day. Team Project Oral Presentation Assessment Criteria (50 points) Criteria Pts Comments Voice/rate (5) Eye contact/delivery (5) Time management (5) Ability to answer questions (5) Visual aids (5) Organization (5) Preparedness (5) Contents of material (5) Knowledge of material (10) Each student must also submit a completed team member evaluation form (available on Blackboard) on the date when you are scheduled to present. Depending on the outcome of the peer evaluation, team members may be allocated different marks. Therefore, it is in your best interest to ensure you meet your group obligations and submit a report of high quality. 4.3 Late Submission Any written assignment must be handed in at the beginning of class on the day it is due. Assignments handed in after they are due will receive a maximum of half-credit. No assignments will be accepted for credit more than one week after they are due date. 5. ACADEMIC HONESTY AND PLAGIARISM The University regards plagiarism as a form of academic misconduct, and has very strict rules regarding plagiarism. For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE Plus tutorial for all new UNSW students: To see if you understand plagiarism, do this short quiz: For information on how to acknowledge your sources and reference correctly, see: For the ASB Harvard Referencing Guide, see: [TAHM 5011 Strategic Tourism Marketing] 7

10 6. COURSE RESOURCES Prescribed Textbook for this course is: Kotler, P., Bowen, J. T., & Makens, J. C. (2010). Marketing for Hospitality and Tourism (5 th ed.). Upper Saddle River, NJ: Pearson Education Inc. (ISBN ) Supplemental Materials: In addition to the textbook, I will assign book chapters or articles from recent magazines, newspapers, or journals to supplement the text and classroom discussion. The reference list of articles and additional materials will be available via UNSW Blackboard: 7. COURSE EVALUATION AND DEVELOPMENT Each year feedback is sought from students about the courses offered in the School and continual improvements are made based on this feedback. UNSW s Course and Teaching Evaluation and Improvement (CATEI) Process ( is one of the ways in which student evaluative feedback is gathered. Based on this feedback, changes to courses and programs within the School are communicated to subsequent cohorts of students. 8. STUDENT RESPONSIBILITIES AND CONDUCT Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed. Information and policies on these topics can be found in the A-Z Student Guide : See, especially, information on Attendance and Absence, Academic Misconduct, Assessment Information, Examinations, Special Consideration, Student Responsibilities, Workload and policies such as Occupational Health and Safety. 8.1 Workload It is expected that you will spend at least ten hours per week studying this course. This time should be made up of reading, research, working on exercises and problems, and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities. 8.2 Attendance Your regular and punctual attendance at lectures and seminars is expected in this course. University regulations indicate that if students attend less than eighty per cent of scheduled classes they may be refused final assessment. 8.3 Special Consideration and Supplementary Examinations You must submit all assignments and attend all examinations scheduled for your course. You should seek assistance early if you suffer illness or misadventure which affects your course [TAHM 5011 Strategic Tourism Marketing] 8

11 progress. For advice on UNSW policies and procedures for granting special consideration and supplementary exams, see: UNSW Policy and Process for Special Consideration : Further information is on the ASB website (Current Students/Help and Support/Policies and Guidelines for Current Students). 8.4 General Conduct and Behaviour You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class. More information on student conduct is available at: Occupational Health and Safety UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others. For more information, see Keeping Informed You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e- mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details. 9. ADDITIONAL STUDENT RESOURCES AND SUPPORT The University and the ASB provide a wide range of support services for students, including: ASB Education Development Unit (EDU) ( Academic writing, study skills and maths support specifically for ASB students. Services include workshops, online and printed resources, and individual consultations. EDU Office: Room GO7, Ground Floor, ASB Building (opposite Student Centre); Ph: ; edu@unsw.edu.au Capturing the Student Voice: An ASB website enabling students to comment on any aspect of their learning experience in the ASB. To find out more, go to UNSW Learning Centre ( ) Academic skills support services, including workshops and resources, for all UNSW students. See website for details. Library training and search support services: UNSW IT Service Desk: Technical support for problems logging in to websites, downloading documents etc. Library, Level 2; Ph: Website: UNSW Counselling Service ( Free, confidential service for problems of a personal or academic nature; and workshops on study issues such as Coping With Stress and Procrastination. Office: Level 2, Quadrangle East Wing; Ph: Student Equity & Disabilities Unit ( Advice regarding equity and diversity issues, and support for students who have a disability or disadvantage that interferes with their learning. Office: Ground Floor, John Goodsell Building; Ph: [TAHM 5011 Strategic Tourism Marketing] 9

12 10. COURSE SCHEDULE Week Date Lecture Content/Topic Readings 1 Mar 3 Introduction: Course Outline Overview of Tourism 2 Mar 10 Applying marketing concepts Kotler et al. (2009). to hospitality and tourism Ch 1-2. pp Mar 17 Strategic marketing planning Kotler et al. (2009). Ch 3-4. pp Mar 24 Consumer buying behaviors Kotler et al. (2009). Ch 6. pp Mar 31 Market segmentation, Kotler et al. (2009). targeting, and positioning Ch 8. pp Other activities/ Assessment Sign-up for discussion facilitation Discussion facilitation Discussion facilitation Discussion facilitation Due: Article review Discussion facilitation Apr 7 Mid-semester Break 6 Apr 14 Mid-term Exam 7 Apr 21 Designing and managing Kotler et al. (2009). Discussion facilitation products Ch 9. pp Apr 28 Internal marketing Kotler et al. (2009). Discussion facilitation Ch 10. pp May 5 Distribution channel Kotler et al. (2009). Discussion facilitation Ch 12. pp May 12 Promoting products Kotler et al. (2009). Discussion facilitation Ch pp May 19 Destination marketing Kotler et al. (2009). Discussion facilitation Ch 17. pp May 26 Team Project Presentations Due: Presentation materials Written paper Team member evaluation form Jun Final Examination (TBA) [TAHM 5011 Strategic Tourism Marketing] 10