TOUR20024 - Social Media and Innovative Methods in Tourism Marketing

General Information

Unit Synopsis

All tourism related organisations and businesses need to understand how trends in technological developments and changes in consumer behaviour impact their business. Building on tourism marketing concepts, this unit develops your understanding of the strategic importance of digital marketing techniques, and how these can be used to enhance an organisation’s overall marketing efforts. You will develop an in-depth understanding of key aspects of developing and maintaining a successful online presence, including the various types of social media platforms, methods for attracting audiences to a website, the legalities of the online environment as well as ethical considerations with online generated contents. You will also be introduced to contemporary strategies in how feedback from social media platforms can be used as key elements in researching and managing target markets.

Details

Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites There are no pre-requisites for the unit.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 3 - 2020

Term 1 - 2021 Profile
Cairns
Online

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Written Assessment 30%
2. Presentation 20%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University’s Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2020 : The overall satisfaction for students in the last offering of this course was 4.8 (on a 5 point Likert scale), based on a 45.45% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student evaluation survey
Feedback
One student commented that more assessment feedback is required.
Recommendation
Provide more detailed assessment feedback, and make students aware how they can access the feedback.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Investigate, analyse and synthesise theories and principles of digital marketing and online consumer behaviour
  2. Critically review and evaluate multiple core media formats and how they can be successfully aligned to business goals
  3. Generate and analyse innovative approaches in which the online customer experience can be managed and valuable market intelligence can be collected and assessed
  4. Evaluate and reflect on the legal, cultural and ethical aspects of applying e-marketing techniques and social media to engage with customers online
  5. Plan, develop and communicate an effective social media marketing campaign.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Written Assessment
2 - Presentation
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Advanced Level
Professional Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Knowledge
2 - Communication
3 - Cognitive, technical and creative skills
4 - Research
5 - Self-management
6 - Ethical and Professional Responsibility
7 - Leadership
Alignment of Assessment Tasks to Graduate Attributes
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Written Assessment
2 - Presentation
3 - Written Assessment