On this page, we will guide you through the course syllabus and provide important information related to this course.
For those who are interested
IMPORTANT DATES
Course Start Date: 9 June 2017, 02:00 UTC
Verification Upgrade Deadline: 30 June 2017, 23:59 UTC
Identity Verification Deadline: 7 July 2017, 23:59 UTC (for verified learners only)
Course End Date: 31 August 2017, 23:59 UTC (Course content will be archived after this date)
Certificate Generation Date: Early September 2017
COURSE OUTLINE
| Week | Topic |
Content Release Date |
Graded Items and Due Date |
|---|---|---|---|
| Week 1 |
Introduction Introducing the course, marketing theories and concepts within the context of hospitality and tourism industry. Examining the changing hospitality and tourism environment, and discussing its impacts on and implications for the marketing of hospitality and tourism. |
9 June 2017 02:00 |
|
| Week 2 |
Branding and Marketing Positioning Reviewing differentiation, segmentation, and target marketing; and understanding their applications in hospitality marketing and destination marketing. Reviewing the relationship between service quality and human resources in marketing |
16 June 2017 02:00 |
|
| Week 3 |
Strategic Marketing Analyzing the relationship between consumers, practitioners, and |
23 June 2017 02:00 |
|
| Week 3 |
First Live Session (60 minutes) |
26 June 2017 11:00 - 12:00 |
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| Week 4 |
Individual Customers and Organizational Customers Understanding individual customers and their motivation in hospitality and tourism. Understanding organizational customers and success factors of marketing Meeting, Incentive, Conference, and Exhibition (MICE) business. |
30 June 2017 02:00 |
|
| Week 4 |
Second Live Session (60 minutes): Guest Speaker: |
3 July 2017 02:00 - 03:00 |
----- |
| Week 5 |
Integrated Marketing Communication Discussing the role of marketing communication in hospitality and tourism, analyzing the effectiveness of different communication platforms, and examining the fast-changing landscape in digital marketing |
7 July 2017 02:00 |
|
| Week 6 |
Ethics and Sustainability in Marketing Examining the relationship between corporate social responsibility and marketing, ethics in marketing, and the consideration of sustainability in marketing. |
14 July 2017 02:00 |
|
| After Week 6 |
Final Exam This is an exam which tests you on the course as a whole. The exam will be based on a case study, and it would be released for 72 hours after its release on 22 July 2017. You are required to submit the exam before the 72-hour period expires for it to be graded. |
Exam Question to be released on |
|
COURSE TIMES
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COURSE PREREQUISITES
No prerequisite is needed. Anyone who is interested in learning about the current developments of the global tourism and hospitality industry is welcomed to join this course.
TIME COMMITMENT FOR THE COURSE
Every learner should expect to spend at least 6-8 hours per week on the course. This includes the time for going through the course materials (videos and reading materials), completing the assessment(s) and participating in the discussion forums.
RELEASE OF COURSE CONTENT
The course content will be released week by week on Friday at 02:00 (UTC) from June 9, 2017, for six consecutive weeks. Any unexpected changes to released course content will be informed clearly to all learners through Course Updates email.
ACADEMIC CODE OF CONDUCT
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