Tourism Management and Marketing Subjects

The course in Tourism Management and Marketing comprises core subjects and two streams of subjects. Students have to take all core subjects and both subject streams. The structure of the course is:

• Core subjects: Business
• Stream One: Marketing
• Stream Two: Tourism Management

TOURISM MANAGEMENT STREAM

Tourism and the Travel Industry
An overview of the tourism and travel industry in Australia and overseas. Topics include: types of tourism businesses, relationship of tourism to Australia’s economy, industry practices and standards of service, trends in the tourism sector, tourism career paths, sources of information on tourism, the role of government tourist bureaus, legislative and compliance requirements and the economic, cultural and social factors that affect the tourism industry.

Tourist Destinations and Attractions
Students learn how to provide accurate advice and information about Australian and international tourist destinations and attractions. Case studies examine each destination’s climate, geography, culture, currency, festivals and events and natural and man-made attractions.

Event and Conference Management
Students learn how to plan and organise conferences, exhibitions, functions, trade shows, meetings and sporting and cultural fixtures. Topics include: preparing bids and proposals, themes, decorations and entertainment, budgets, sponsorships, contingency plans, registration procedures, risk management, catering and technical support, event technology and software. Also covered is the role played by government agencies in coordinating bids for major events to be held in Australia.

Travel Operations Management
A study of the operations of air, rail, road and shipping services including their relationship to travel agencies, consolidators, wholesalers and inbound and outbound operators. Students learn how to prepare travel documents, passports, visas and ensure document security. Skills developed include compiling itineraries, reading timetables and fare schedules, preparing travel insurance, coordinating package tours, arranging transfers, booking accommodation and providing advice on currency requirements and language and cultural differences.

Fares and Ticketing
A practical study of reservations and methods of fare calculations for airlines, rail, coach and shipping. Via a computer booking system students learn how to construct and calculate international fares, air tariffs, return journeys, promotional fares, complex fares, add-ons, mixed class fares, government taxes and charges, excursion fares and fares for round the world journeys.

Specialist Travel and Eco Tourism
A study of the emerging demand for tours, accommodation and attractions that cater to specialist interests such as sporting, adventure, cultural, historical, gastronomic and entertainment with additional focus on the rapid growth of eco tourist activities designed to minimise human impact and conserve the natural environment.

Computer Reservation Systems
The Galileo computer reservations system is utilised in a range of applications including bookings, linkages to carriers, preparing quotes, ticketing, assigning seats and making travel and hotel reservations.

BUSINESS CORE SUBJECT AREAS

Consumer Psychology
In this subject students examine the psychological influences on consumer behaviour that affect decisions to purchase goods and services such as perceptions, learning abilities, personality, motivation, attitudes and social grouping. Case studies are used to demonstrate how marketing campaigns utilise information on consumer culture, social class, age and lifestyle to predict spending patterns and product life cycles.

Entrepreneurship
This subject area provides both principles and practical applications involved in entrepreneurship. Topics include: developing products and services for new ventures; business plans; market evaluation; sources of finance including venture capital; public relations; entrepreneurial management; high technology entrepreneurship; creativity and growth strategy.

e-commerce
This subject provides hands-on experience in developing business applications on the Internet. Areas addressed include: the impact and potential of emerging technologies; hardware and software issues; how to use the Internet to improve business procedures and trade; doing business on the Internet including banking, accounting, marketing, distribution and finance; legal issues related to e-commerce; Internet security and encryption; advertising, promotion and web page design.

Introduction to Accounting
This subject introduces students to the use of financial record keeping as a tool to measure and improve business performance.  It covers the basic systems of transaction accounting including profit and loss statements, and balance sheets, and simple techniques to manage budgets for a wide range of business projects including marketing and events campaigns.

Introduction to Business Computing
This subject introduces students to computing applications in business and discusses the effects of information technology on business.  Computer applications covered include: word processing, spreadsheets, database systems, accounting, communications, integrated applications and desktop publishing.

Introduction to Management
A study of the management processes used by both large and small businesses and introduces students to the management skills required to achieve organisational goals.  It examines Australian and international management systems, the evolution of organisational cultures and how management structures influence performance and profitability.  Also covered are the historical and contemporary schools of management theory and, by using case studies, the concept of the ideal manager is explored in meeting the multiple goals of business performance, social responsibility and management ethics.

Introduction to Marketing
The basic principles of marketing and fundamental marketing concepts and functions. Topics include: role of marketing in the economy; consumer orientation; value creation; quality management in marketing.

Australian Business Law
An overview of business law in Australia with emphasis on the law of contract and employment legislation. Topics include: law and society; court structures and roles; law of torts; law of contract; employment law; company law.

Professional Communication and Presentations
This subject prepares students to communicate in a professional manner which is equally applicable to their course and to a variety of business settings.  It develops skills in researching, analysing and formatting information to be presented orally or in writing and includes assignments, reports, letters, memos, emails, speeches, proposals and media releases.  Students learn how to edit and proofread data and utilise a range of styles to create text which is concise, informative and engaging.   

Human Resource Management
Examines human resources within the total management structure of an organisation. Topics include: strategic human resource management; role of the human resource department; role of the human resource manager in job analysis, recruitment and selection, performance appraisal, career development, training of groups and individuals; occupational health and safety, and workplace relations legislation in Australia.

Guest Service and Customer Relations
This subject studies practices of service provision to develop skills in interpersonal communications with guests and customers. Students learn how to devise a quality customer service strategy to promote continuous improvement and monitor guest satisfaction. It examines guest needs and expectations, welcoming and farewelling, listening skills, body language, standards of personal grooming and presentation, suggestive selling, procedures for handling conflict and solving problems, and dealing with social, generational and cultural differences.

Business Economics
This subject provides students with a broad coverage of macroeconomic and microeconomic concepts. It introduces students to economic theory applied to the economic policies and decision-making of a business organisation. It also examines the constraints operating in the real world, including those of a political, legal and constitutional nature, as they apply to the everyday operations of business.

Keyboarding/Word Processing
A subject to develop professionally-acceptable typing and word processing speeds and standards. Instruction in keyboarding is by professionally-trained teachers and practice is provided by computer-based training systems. Students also learn one of the standard commercial word processing packages used widely in the industry.

Job Seeking and Career Planning
Studies the range of employment opportunities throughout commerce and industry and encourages students to set personal career goals. Skills developed include job application letters and telephone calls, professional resumes, job interview techniques, personal job search campaigns, long-term career orientation.

MARKETING STREAM

Promotional Marketing
This subject focuses on the two major areas of marketing communication – advertising and promotion – as the primary communication methods used to inform consumers of the types of products and services available, as well as to attract them to make buying decisions.

Market Research
An overview of marketing information systems and their effectiveness in predicting consumer response to a range of marketing strategies.  Students examine primary and secondary data sources, observation techniques and design and implement market research surveys.

Personal Selling
This subject examines the relationship of personal selling to the marketing process and its role in providing feedback from distributors and consumers as an indicator of the performance of the marketing campaign. Extensive use is made of case studies that demonstrate techniques of consultative selling, establishing trust, listening and questioning skills, negotiation, handling objections and evaluating consumer motivation.

Strategic Marketing
This study area covers: the strategic marketing process; SWOT and issues analysis; portfolio planning; industry structure models; growth strategies; international marketing; information gathering and analysis.

Direct Marketing
This study area covers: direct versus general marketing; direct marketing functions and applications; offers in direct marketing; direct marketing media; direct mail packages; telemarketing; online marketing; measurement techniques; fulfilment.

Project Management
This study area teaches students to: analyse project briefs and prepare project plans; establish project team requirements, resource availability and costs; manage and evaluate projects.

Global Marketing
This subject provides the knowledge and skills to develop effective strategies for Australian businesses in accessing new and mature international markets.  Students learn how to implement a global business strategy to take advantage of expanding world markets and manage geopolitical and cultural influences to enhance market penetration. Case studies illustrate how online technology has influenced global marketing and the factors that have contributed to globalisation and the growth of transnational corporations.  

Business Enterprise Project
Students gain hands-on experience in setting up and operating a business.  In compliance with current Australian corporate legislation, students form a company, register a business name, develop, produce, market, promote and sell a real product and supervise accounting records, shares issue and declaration of dividends.

 

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Location: Level 1, 175 Liverpool Street, Sydney, 2000 Postal Address: PO Box 433, Paddington NSW 2021 Australia Telephone, local: (02) 9360 2033 Fax: (02) 9360 9589 Telephone, international: 61 2 9360 2033 Fax: +612 9360 9589
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