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Monash University

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Tourism industry and marketing

  • APG4389
  • Caulfield First semester 2013 (Evening)
  • 12 points, SCA Band 3, 0.250 EFTSL
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This unit introduces students to the structure of the tourism industry from a global perspective. The key questions of: what types of tourists exist, who are the key players driving development and what are the basic economic principles of demand, supply and yield management that underpin its existence are addressed. Students are then presented with an overview of basic international service marketing concepts within a marketing planning framework. Topics include marketing research and analysis, the marketing mix, segmentation, target marketing, marketing strategy, communication methods, advertising, public relations and publicity. -- Course Website

Instructor: Dr Jeff Jarvis



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