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This course is aimed at candidates possessing some hospitality work experience but no formal qualifications and at students new to business and hospitality management studies. This introductory course is designed for students new to business and hospitality management studies. It focuses on developing a foundation of business and management principles, including the management of people and organisations, marketing and strategic planning that are relevant to those already working or intending to work in the hospitality industry. The course is also aimed at candidates with some work experience but no formal university qualifications. Participants are exposed to the relevant theory and knowledge in each area, and learning is consolidated through research and case study material in seminars, discussions and assigned project work. Business acumen within a local and global context, combined within the context of the hospitality sector, will assist in delivering a strong career foundation for senior hospitality management. Completing this course provides a pathway into ECU&#39;s Master of International Hospitality Management.

Move beyond service and into management with an understanding of the business side of hospitality. You’ll learn how to manage people, organisations, operations, marketing and more. Gain the confidence to become a decision maker. 

Graduate Certificate of Hospitality Management

Digital Marketing

Promotional Communication: Advertising, Publicity and Marketing

Principles and Practices of Marketing

Sport Marketing

Marketing Strategy and Analytics

Advertising and Integrated Marketing Communications

Business Marketing

Marketing Principles: Trading and Exchange

Marketing Analytics

Principles of Marketing

Marketing plays an essential part in business leadership. This course exposes students to fundamental marketing concepts used in industry and provides insight into how these concepts relate to the &quot;real&quot; world. This course introduces students to the discipline of marketing through topics such as: consumer behaviour, marketing research, product planning, integrated marketing communications and social media, distribution planning, product &amp; service pricing, and societal and environmental issues.

Digital Marketing Strategy

As global business continues to grow, understanding marketing in all cultures is essential. Understanding diversity is critical due to cultural, economic, technological, political and legal differences, which affect consumer choices and consequently the marketing process. International marketing recognises that consumers across the globe have diverse needs, preferences, and expectations. International marketing considers the opportunities to market new and existing products and services that meet consumer preferences and expectations at a global level. The focus of this subject is on developing your knowledge of factors that affect consumer decision-making at a global level. In this subject, you will develop knowledge about the various marketing concepts, such as the environment of international markets, international market selection and entry, product, price, place, and promotion strategies for international markets. The subject will allow you to identify various strategies that international marketers apply to gain a competitive advantage in the complex global market. The subject will enable you to develop knowledge and skills for adapting and implementing marketing strategies for international markets.

International Marketing

Integrated Marketing Communications (IMC) covers the general area of marketing communications with a focus on advertising and promotion at an advanced level. IMC rests upon the management of media and other tools which can be used to deliver marketing messages in an effective and integrated way, while achieving marketing, communications and broader organisational objectives.The subject focuses on an approach to marketing communications that considers how the integration of messages can achieve greatest impact, primarily through the coordinated use of a range of marketing communication tools. In this regard, the subject looks at the creation, selection and execution of consistent marketing messages for an organisation to communicate across its various communication and marketing platforms. An IMC approach considers the strategic use of a range of traditional media, as well as digital and social media. The subject content is placed in the context of more general IMC issues faced by organisations of all sizes including branding, planning, budgeting, coordination and delivery messages, and media management. Students will find that an advanced understanding the complexities of IMC and its various aspects will stand them in good stead for being able to make effective marketing and general business decisions.

Integrated Marketing Communications

Brands and brand management are increasingly important for organisations in almost every industry. In many sectors, as products become increasingly similar, organisations are turning to branding as a way to differentiate their offerings and create customer preferences for them. In the modern world, branding goes well beyond the consumer goods markets, and is just as relevant to sporting teams, musicians, national parks and religions. In markets where competition is multifaceted, brands are valuable assets in developing effective marketing strategies and competitive advantage. Brands and brand equity need to be recognised as strategic assets and the basis of competitive advantage and long-term profitability.The focus of this subject is on developing students&#39; knowledge and skills to be able to develop and manage brands. The subject first builds the theoretical foundations that are needed to understand brands and brand management. It then investigates key aspects of brand management, such as the measurement of brand performance and brand equity. Students will learn how to plan and apply skills to develop and manage brands. They will also develop a critical understanding of the issues surrounding the planning and evaluating of brand strategies. The final sections of the subject focus on contemporary issues that are particularly important for branding practice.

Strategic Brand Marketing

Marketing decision-making is growing in importance in the business world. More than ever before, organisations are placing greater emphasis on the marketers&#39; ability to evaluate, anticipate, and illustrate the contribution of marketing to organisational performance. Increasingly, senior managers are requiring greater rigour and accountability for investments in marketing activities. Within marketing, there is a realisation that practitioners need to be able to justify their strategies, tactics and the associated outcomes, using relevant metrics. Marketing analytics seeks to build a link between the marketing activity of the organisation and the outcomes that result from it.The focus of this subject is on developing, analysing, and evaluating appropriate models to measure the performance of marketing activities. It will develop students&#39; knowledge of key strategic and technical decision-making models and metrics that form the foundation of marketing analytics. Students will gain knowledge and skills to predict the outcome of marketing plans in order to boost return on marketing investment.

Marketing Insights into Big Data

The increasing use of the Internet and other digital media by both business and consumers is having a significant effect on business globally. For consumers, information and communication technologies (ICT) provide more information, convenience, and a wider range of, and access to, product choices. For businesses, ICT provides new channels to market their products, new ways to build and establish value-creating relationships with their customers, as well as opportunities to expand into new markets. However, due to the rapid evolution of digital technologies, the businesses are increasingly confronted with the need to participate and manage their marketing mix in a real-time, ever-changing digital environment. Hence it is imperative for businesses to be able to take advantage of the digital technologies as a means to sharpen their competitive advantages and marketing strategies.The focus of this subject is on developing students’ knowledge of digital and direct marketing as a strategic element of the marketing mix. It will develop students’ knowledge of key concepts, principles, and models needed to strategically manage digital and direct marketing in both B2B and B2C marketing contexts. The subject will develop students’ knowledge of when and how to use the various methods of digital and direct marketing at different stages of marketing strategy. The subject will develop students’ knowledge and ability to creatively plan, effectively implement, and critically evaluate the performance of different digital and direct marketing strategies.

Digital and Social Media Marketing

Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire marketing process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals.The focus of this subject is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This subject will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.

Explore the marketplace and excel within it. Gain a competitive edge with your knowledge of the customer and their behaviour. Learn to segment, target, and position, considering both products and services. Grasp this essential business function.

Foundations of Marketing

Businesses are changing constantly, and markets are moving at a rapid pace. This means that market research is critical for keeping abreast of such changes. Market research comprises a critical facet of marketing practice; playing a central role in supporting marketing management, business decision-making and helping to solve business problems. Market research is the key to identifying market opportunities and underpins the ability of a firm to make sound decisions.This subject will develop your knowledge of market research principles: the main methods used in market research, and their role in supporting marketing decision making. You will develop knowledge, critical analysis, and creative thinking to define market research problems, data measurement, questionnaire design, sampling, data collection, and data analysis and presentation of results to support marketing decisions. This subject will enable you to undertake market research and develop skills in making decisions based on market research data, solve marketing problems, use statistical software and develop your written communication.

Market Research and Decision-Making

For marketers, understanding how buyers and consumers behave is an integral part of correctly identifying their needs, and developing effective marketing strategies. Buyers often go through decision-making processes before making a purchase or making a decision to continue to buy and to consume a product or service. Thus, consumer decision-making, and the popular use of the term consumer behaviour, refers to the decision-making processes and behaviours of consumers. Understanding consumer behaviour enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs. The focus of this subject is on developing students&#39; knowledge of consumer decision-making processes and the factors that influence consumers&#39; decisions, purchases and consumption of products and services. The subject will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The subject will develop students&#39; theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers&#39; behaviour. The subject will help students to identify what stimuli marketers can use to influence consumers&#39; decision-making, purchase and consumption.

Consumer Decision-Making

International marketing is a rapidly growing area within the disciplines of marketing and international business. Central to international marketing is the response of international rather than domestic buyers in the marketing environment, the types of decisions that are most feasible and the information required in decision making. During this course, the student will gain insights into the pressures created by the international economic, political, legal and cultural environmental influences on marketing planning. This course will enable students to learn analytical skills required to develop international marketing plans and develop the marketing mix elements in the international environment. Marketing to the World is one of five subjects in the marketing discipline and extends the knowledge developed in marketing management into the international rather than the domestic market. The major theories include, pathways of internationalisation, political and economic risk analysis, international planning, cultural distance, branding for international markets, international market entry, distribution strategies and adaptation versus standardisation. The conceptual material developed during this course will be implemented through class exercises, case studies and a major project.

Marketing to the World

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