Course overview
The aim of this course is to allow students to gain and apply knowledge in the area of experiential tourism and marketing. The course will enable students to analyse travel behaviour, identify market opportunities to design an innovative experiential product, and propose a bespoke marketing strategy. The course will emphasise links with other courses in program through case studies of effective marketing strategies for tourism, events, and hospitality. The course content and assessment will foster graduate qualities such as problem-solving and communication skills and ability to propose innovative and sustainable solutions for the industry.
- Identifying market opportunities
- Product design
- Product implementation
Course learning outcomes
- Evaluate opportunities for existing and new experiential travel, events, and hospitality products based on research of global and local market trends
- Critically analyse travel motivations and behaviour to identify viable target markets
- Propose a creative experiential product that responds to identified market opportunities and travel needs
- Devise an appropriate marketing strategy for the implementation of a proposed product
- Apply relevant theories to idea generation and implementation strategy
- Communicate devised strategies in a variety of formats, as appropriate for industry and academic audiences