AMB209 Designing a Competitive Tourism Strategy
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB209 |
|---|---|
| Prerequisite(s): | 48 credit points of completed studies |
| Equivalent(s): | AMB351, AMX209 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,124 |
| Pre-2021 CSP student contribution | $1,663 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,204 |
| International unit fee | $4,512 |
Unit Outline: Semester 2 2025, Gardens Point, Internal
| Unit code: | AMB209 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMB351, AMX209 |
| Coordinator: | Steve Pike | sd.pike@qut.edu.au |
Overview
The success of individual tourism businesses is reliant to some extent on the competitiveness of their destination. This unit explores how a destination marketing organisation (DMO) is formed when a community recognises the need to become organised in destination promotions. Examine opportunities for the DMO and tourism stakeholders to collaborate in the development and implementation of a competitive destination marketing strategy. Learning resources and assessments explore how marketing theories can be applied to tourism marketing practice.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an understanding of the conceptual framework for tourism marketing management and the activities of major stakeholders involved in marketing key elements of a tourist destination mix.Relates to: UG Business Capabilities: KS (1.1)
- Understand the characteristics of tourist behaviour, factors influencing tourism demand and supply and current trends with respect to significant market segments and their growth patterns.Relates to: UG Business Capabilities: KS (1.1)
- Apply research techniques to appraise destinations, markets and service offerings including attractions and entertainment, transportation, accommodation and facilities and competitive activities in these sub-sectors of tourism.
- Understand and apply various segmentation approaches, targeting and positioning theory in determining appropriate marketing strategies for a tourism service offering or destination.
- Recognise and explain major macro-environmental issues including industry sustainability, policy imperatives and research needs as they relate to the role of tourism marketing managers.
Content
The unit content follows the steps involved in the design of a tourism marketing plan.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Lectures will explore a framework for designing a competitive marketing strategy for a tourism destination. Tutorials will be used to explore the characteristics of markets and specific sectors of tourism and related marketing activities by private and public sector bodies.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
Students will work in groups on a topical issue pertinent to tourism marketing practitioners.
Formative or Summative: Formative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2), TS (4.2)
This is an assignment for the purposes of an extension.
Assessment: Marketing Plan
Students will develop a strategy to competitively position a Queensland destination in the Brisbane market. A structured planning process is used to enhance students' critical and creative thinking skills. This planning process can easily be adapted for use in other industry sectors.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Pike, S. (2021). Destination Marketing Essentials. (3rd Ed). Abingdon, Oxon: Routledge.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: Marketing Plan
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Report
KS (1.2): Technical and Technological Skills
Relates to: Marketing Plan
PC (3.1): Professional Communication (Written)
Relates to: Marketing Plan
PC (3.2): Professional Communication (Oral)
Relates to: Report
SE (5.1): Ethical and Legal Understanding
Relates to: Marketing Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: Report
Unit Outline: Semester 2 2025, Online
| Unit code: | AMB209 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 48 credit points of completed studies. |
| Equivalent: | AMB351, AMX209 |
Overview
The success of individual tourism businesses is reliant to some extent on the competitiveness of their destination. This unit explores how a destination marketing organisation (DMO) is formed when a community recognises the need to become organised in destination promotions. Examine opportunities for the DMO and tourism stakeholders to collaborate in the development and implementation of a competitive destination marketing strategy. Learning resources and assessments explore how marketing theories can be applied to tourism marketing practice.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate an understanding of the conceptual framework for tourism marketing management and the activities of major stakeholders involved in marketing key elements of a tourist destination mix.Relates to: UG Business Capabilities: KS (1.1)
- Understand the characteristics of tourist behaviour, factors influencing tourism demand and supply and current trends with respect to significant market segments and their growth patterns.Relates to: UG Business Capabilities: KS (1.1)
- Apply research techniques to appraise destinations, markets and service offerings including attractions and entertainment, transportation, accommodation and facilities and competitive activities in these sub-sectors of tourism.
- Understand and apply various segmentation approaches, targeting and positioning theory in determining appropriate marketing strategies for a tourism service offering or destination.
- Recognise and explain major macro-environmental issues including industry sustainability, policy imperatives and research needs as they relate to the role of tourism marketing managers.
Content
The unit content follows the steps involved in the design of a tourism marketing plan.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
Lectures will explore a framework for designing a competitive marketing strategy for a tourism destination. Tutorials will be used to explore the characteristics of markets and specific sectors of tourism and related marketing activities by private and public sector bodies.
COVID-19 restrictions may require changes to the planned Learning Approaches described here. Students should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Report
Students will work in groups on a topical issue pertinent to tourism marketing practitioners.
Formative or Summative: Formative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.2), TS (4.2)
This is an assignment for the purposes of an extension.
Assessment: Marketing Plan
Students will develop a strategy to competitively position a Queensland destination in the Brisbane market. A structured planning process is used to enhance students' critical and creative thinking skills. This planning process can easily be adapted for use in other industry sectors.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Pike, S. (2021). Destination Marketing Essentials. (3rd Ed). Abingdon, Oxon: Routledge.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate)
HO (2.1): Critical Analysis
Relates to: Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: Marketing Plan
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Report
KS (1.2): Technical and Technological Skills
Relates to: Marketing Plan
PC (3.1): Professional Communication (Written)
Relates to: Marketing Plan
PC (3.2): Professional Communication (Oral)
Relates to: Report
SE (5.1): Ethical and Legal Understanding
Relates to: Marketing Plan
TS (4.2): Teamwork Knowledge and Skills
Relates to: Report