Bachelor of Business

Working in this multi-billion dollar industry requires more than just good food and service. You need to understand cash flow and profit, how to attract and how to ensure staff are engaged with making the business successful.

The William Blue Bachelor of Business course has been developed to give you a broad understanding of both the domestic and global business landscape in a hospitality, tourism and event industry context. The hospitality industry generated over $12 billion in Australia in 2014-15 alone and there are many contributing factors that make businesses successful in this burgeoning sector.

As a student, you will develop the skills and knowledge to research, analyse and interpret the business environment while gaining your own combination of skills in areas of hospitality, tourism, event, public relations, and marketing.

You will study the 13 core subjects with a personally chosen set of 11 electives. This will provide you with a unique set of skills for your career path.

Postgraduate pathway options exist for graduates to continue on to a related master-level qualification through William Blue partner institutions.


What you'll learn:

Course Delivery

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Workload and Assessment

Out of the Classroom and into the Workplace:

Industry relevance is at the core of everything we do at William Blue. It is so important that the Industry Placement program is a compulsory part of this course. A placement allows you to have valuable work experience before you complete the course - vital for becoming successfully employed following graduation. As part of the Bachelor of Business, you will undertake 520 hours of Industry Placement. The IND301A capstone subject will count as 120 hours towards the 520 hours.

Typical assessment includes:

Written assignments and exams.

Subject Information

The unit aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting and finance. The use of management accounting information assists in key areas of planning, controlling, reporting, and decision making. It introduces students to basic concepts and functions of the balance sheet, profit and loss statements, cash flow statements, techniques for analysing financial statements investment decisions, full costing and opportunity costing analysis and managing working capital.

Students will gain a solid foundation in the marketing discipline introducing relevant and contemporary concepts, theories and models. The unit magnifies the importance of understanding consumer behaviour, segmentation, targeting and positioning, the extended marketing mix and ethics in marketing. Industry relevance provides students with the opportunity of applying key concepts in practical settings. These marketing foundations are expanded on in other subjects available as electives.

This subject introduces students to the concept of academic literacy in a higher educational context. Students will be able to study the relevant resources and explore strategies and techniques which will allow full participation in their new academic environment. The course will provide students with research skills (information literacy), critical analysis, writing and language techniques. Transferable skills including time management and teamwork are incorporated in the course. The aim of this subject is to provide knowledge and skills needed for Higher Education, to help students to manage their own success and to assist students in reaching their academic potential.

The subject provides students with a comprehensive introduction and overview of the theory and practice of HRM, and discusses how it developed from a largely administrative function – the personnel manager – to a strategic activity closely aligned with developing workplace culture, organisational goals and business competitiveness. Throughout the subject students study a range of human resources approaches and issues within a range of organisational contexts, and are introduced to concepts and practices of human resource planning, human resource development, and performance management and appraisal. The subject also focuses upon several key ‘environmental’ factors that influence the development of human resource policies and procedures providing quality work and a good work environment along with the contribution of equal opportunity employment, productive diversity and other relevant legislation and regulation. It also addresses new and emerging issues in workplace reform in Australia and internationally.

This subject introduces students to key management and leadership theories and concepts such as organisational structure and culture, corporate social responsibility, sustainable business and triple bottom line management, managing groups and motivating staff, managing human resources and employee relations, strategic management and planning, leadership and decision-making. It discusses how to manage conflict in organisations and how to effectively negotiate in a business environment. The subject is designed and delivered from the point of view of leadership and management requirements, but provides students with an understanding of the needs and expectations of key stakeholders such as staff, customers, suppliers, government, and the wider community and society. Managing for sustainability and the future is a major theme in this core unit.

This subject provides students with an introduction to the statistical techniques used in decision-making in business. It begins with a basic introduction to statistics, which covers the use of tables and graphs to organize a set of data. It also covers rudimentary statistical concepts such as descriptive measures and probabilities. The subject examines techniques for data analysis, as well as sampling, statistical theory, and interpretation.

This unit introduces students to the Australian legal system and to the relationship between law and the structures, transactions and operations of business. It examines the general principles and concepts of business law. The unit is designed to provide students with the skills and knowledge of legal method, research and reasoning through case study and application to real and hypothetical business situations.

This subject looks at how society chooses to allocate its scarce resources to satisfy unlimited wants. We will examine the role played by households, firms and the government in the production and consumption of resources and the consequences flowing from various domestic and international economic management policies. Microeconomics and macroeconomics theories are main focus. The former provides students with a working understanding of microeconomic concepts needed in decision-making processes. Areas covered include theory of demand and supply, theory of the firm and production, price determination and market structure. Macroeconomics concepts provide students with essential understanding of the global environment, and advocates analysis and evaluation of economic happenings and issues. Topics include monetary and fiscal policies, inflation, international trade and finance.The subject provides students with a comprehensive introduction and overview of the theory and practice of HRM, and discusses how it developed from a largely administrative function – the personnel manager – to a strategic activity closely aligned with developing workplace culture, organisational goals and business competitiveness. Throughout the subject students study a range of human resources approaches and issues within a range of organisational contexts, and are introduced to concepts and practices of human resource planning, human resource development, and performance management and appraisal. The subject also focuses upon several key ‘environmental’ factors that influence the development of human resource policies and procedures providing quality work and a good work environment along with the contribution of equal opportunity employment, productive diversity and other relevant legislation and regulation. It also addresses new and emerging issues in workplace reform in Australia and internationally.

Businesses today are increasingly adopting a project-based approach to undertake and manage a diverse mix of business activities ranging from recruitment and change management to product development and implementation. Project management allows organisations to more effectively manage human and financial resources and to meet specific time constraints. This subject introduces students to the field of project management. It explores the historical development of project management and introduces students to the Project Management Body of Knowledge. It examines the theoretical underpinnings of project management and looks at such specific elements as the project life cycle, the role of the project manager, the use of project teams, issues affecting project implementation, and planning, scheduling, and costing. It also explores how technology is used to assist in the management of projects and discusses various project management tools.

This capstone subject enables students to apply theory and learning to practical management in an industry relevant operation. Students will utilise their research skills for real and current management issues on an industry relevant operation and experience personal growth through setting goals, establishing schedules, and accepting responsibility to an organisation and to self for project completion.

Business information analysis introduces the various types of information that are required in planning and operating a business, especially a business in the service sector. The unit describes business research approaches and information gathering techniques, and examines various data collection methods such as survey methods, data analysis, hypothesis testing, and ways of presenting data so that appropriate business decisions can be made. Gathering, analysing and presenting both qualitative and quantitative data is therefore an important part of this unit. The use of technology is essential in the business information context, and the unit introduces the role of information technology, and key business information systems.

Prerequisite: STAT201A

Organisations face increasing environmental uncertainty with shortening product and technology life cycles and increasing competition. Managers need to develop an understanding of their organisation’s industry structure, external environment as well as its internal strengths and weaknesses. It is also important that managers are able to think creatively in formulating and implementing their strategies to ensure their organisation’s success in its industry. This subject focuses on providing future managers with relevant strategic management concepts to advance their skills and abilities so that they can contribute towards an organisation’s competitive advantage.

The unit builds upon earlier discussions of corporate social responsibility (CSR), the practice by which organisations acknowledge the impact of their activities in economic, social, and environmental terms. The unit begins with an examination of the theories of CSR and discusses why organisations around the world are increasingly moving to reduce the adverse effects of business operations. It discusses some of the most common practices associated with CSR and examines the link between social responsibility and corporate governance, in the context of corporate sustainability. The unit critically examines the concept of triple bottom line and sustainability reporting before exploring the idea of corporate philanthropy, communicating the organisational CSR message, and how CSR can help develop the organisational brand. The unit makes extensive use of case studies and encourages students to research and assess how organisations conduct themselves as corporate and global citizens.

The subject introduces students to key communication and Public Relations theories, as well as to the history of Public Relations. The relevance of basic communication and mass communication theory within the field of Public Relations is discussed and applied. The subject demonstrates the ethical and legal implications of Public Relations decision making through case studies, application and debate. Different contexts and subfields are explored, with specific reference to emerging technologies and the changing social environment. The role of public relations as relationship builder and reputation manager is developed together with current issues and cutting edge topics such as risk communication, interactive media, deep branding, social networking, media and regulatory convergence. The transformations in contemporary communication industries and global patterns will be of special significance.

This subject explains the Australian media environment to public relations students including media ownership and the differences between media forms. It introduces students to the main aspects of public relations writing, including selecting the right medium, writing for a range of different media such as internet, broadcast, speeches, and publications, as well as learning to write for ‘campaigns’, undertaking financial and annual report writing. It also provides students with a comprehensive style guide that they can use as a reference when working in the industry. Students also develop a thorough understanding of emerging media technologies and how they influence public relations writing. The subject provides students with a background of the ethical and legal issues associated with public relations and provides information on dealing with crisis communications, such as natural disasters or company problems caused by bad planning or poor decisions.​

Business-to-business introduces students to the principles of industrial marketing, also known as B-2-B. The unit highlights the importance of firms in building strong relationships with their corporate clients in the process of value creation. Students will develop an understanding of business markets and the business marketing environment and will build upon their knowledge of marketing principles and market segmentation to formulate their own B2B marketing strategy.

Integrated Marketing Communications provides students with a contemporary view on the use of all different promotional tools available to marketers today such as sales promotions, direct marketing, events, social media and public relations. The unit explores how marketers can increase the number of touch points a brand can explore among its target audience in a consistent and effective manner.

Understanding Advertising introduces students to the fundamentals of advertising and explains how students can use this important tool to solve communication problems in today’s complex and fast-changing world. The unit provides an introduction to the advertising industry and the process of creating advertisements for different media. It begins by looking at the initial steps of advertising planning and research, and the development of an advertising strategy.

This subject explores the key concepts in tourist studies which provides students with authoritative knowledge of the essential topics in a variety of disciplines. Each concept defines, explains and develops a key topic in tourism. The subject begins by defining tourism and describing its evolution, it discusses the sectors of the tourism industry and the links between tourism theory and tourist industry practice. The topics will include festivals and events, cultural tourism, health and wellness, dark tourism and gastronomic tourism. In addition students will explore emerging and future trends including the use of virtual reality.

This unit introduces the student to the event design and development process; from initial concept through to implementation. The unit aims to expose the student to varied event theme and design concepts whilst introducing them to the implementation (operations and staging) issues that accompany the design process.

Service managers must blend marketing, technology, people, and information to achieve a distinctive competitive advantage beginning with the service encounter. This subject will approach service management from an integrated viewpoint with a focus on customer satisfaction. The topics covered will integrate operations, marketing, strategy, information technology and organisational issues.

This unit introduces students to the operations and logistics management strategic framework that is applicable to instances of the visitor economy (hospitality, tourism and events). Regardless of size or scale, it introduces the process for generating and realising a visitor economy event that meets the client’s strategic goals and customer expectations. As a specific type of project, the unit examines the project management areas and the role they play in the successful production of visitor economy events.

This subject explores the major components and organisational structure of the hospitality, tourism and events industries. It presents historical development, opportunities and current trends including food service, lodging, tourism, and event management. Topics will include key issues within the larger visitor economy discipline including transportation and distribution systems, attractions, accommodation, and event management.

In this subject students will assess and map the complete landscape of an organisation’s financial and corporate communication requirements, and more specifically examine the tension between stakeholders and shareholders. Students will gain an understanding and learn to apply communication strategies for several corporate and financial contexts. Students will furthermore gain insight into the importance of effective and ineffective financial relations strategies and their potential impact on investor confidence, share price, the cost of capital, as well as corporate climate and culture. This subject focuses on effective internal/employee and external relations through the identification and application of communication strategies to relevant stakeholders, channels of engagement, messaging, and evaluation.

This subject focuses on food and beverage management within the hospitality industry. It emphasizes management techniques concerned with controlling all facets of an operation, from managing labour costs, purchasing, the planning of a menu and the delivery of quality food and beverage experiences. Quality and control investigates the relationship between providing quality menu items and products and the operation of the control system, at key production phases. In addition students will explore emerging trends and consider future developments in the food and beverage industry.

This subject introduces the student to gastronomy and gastronomic heritage, focussing on the role of beverages, the history of meals and their significance to both guests and service providers, the history and importance of restaurants and the development of gastronomic writing. Contemporary regional and indigenous cuisines are explored, including the importance of ethical foods such as organics, the slow food movement, socially responsible food and sustainable or eco gastronomy. This subject focuses strongly on gastronomic tourism, and uses case studies and practical assessments of both Australian and international gastronomic destinations to illustrate the rise, opportunities and challenges and innovations of sustaining such tourism. The impacts of gastronomic tourism, issues relating to regional destination marketing, and the growth of both food and wine tourism are examined.

The Rooms Division of a hotel/resort enterprise generates the most revenue, and their staff and management have the most interaction with the guests. Therefore the management of the Rooms Division is crucial to the overall profitability and level of guest service that a hotel/resort provides. This subject involves an in-depth analysis of the major components (front office, guest services, housekeeping, reservations, engineering/maintenance and security) of the rooms division within a hotel. The interaction with this division and the other areas of the hotel are explored in relationship to customer service.

The subject focuses on the operations of individual service sectors and enterprises associated with tourism. It builds on the understanding that tourism is a complex and dynamic sector and introduces students to its major private and public sector stakeholders including the travel and transport industry, travel agents, tourist destinations, tourist attractions, the hospitality industry, accommodation services, and tour operators. This subject gives the students a good understanding of how travel agencies operate in the tourism and hospitality industry. It emphasizes the importance of itinerary planning and design, costing, destination research and pre and post tour phases. It also addresses the different day-to-day operational issues which an agency may face while operating in this competitive environment.

This subject introduces students to the conceptual approaches to the study and management of tourist experiences by combining the perspectives of the tourist consumer with that of experience managers. The subject begins by examining the social construction of the tourist experience, the psychology of the tourist, tourist motivation and different types of tourists. It then explores the different interactions of tourists with tourism service providers, hosts and host cultures. In addition it considers how tourist operators manage tourist satisfaction and assesses and evaluates the tourist experience. Finally students will analyse trends and consider future developments in tourist experiences.

This subject explores the practices of public affairs, government, not-for-profit, and community relations, as well as the legal, ethical financial, human resource and cultural challenges that these organisations face in their everyday operations. Students gain an understanding and insight into the different contexts, requirements, publics and methods of communication campaigns for each of these non-financial driven groups. Specific emphasis is place on the influential use of social media for building a support base for lobbying, fundraising and sponsorship campaigns. Students will apply their theoretical knowledge of each of these areas by learning about the steps and processes to create relevant campaigns.

The subject introduces students to the discipline of issues management. Issues management involves the identification, analysis, and monitoring of issues that have the potential to be of importance (for good or ill) to organisations as well as how they respond to them. In this subject students will explore the background to issues management, who the key stakeholders are, the role of issues management in strategic planning and environmental scanning, and how issues management impacts upon both the public and private sectors. It discusses issues management strategies and introduces students to the field of crisis communication management and corporate social responsibility. Current issues are identified and tracked to give students an idea of environmental scanning and issues identification.

In this subject students will acquire the necessary knowledge and insights to identify and design stakeholder maps within different organisational contexts, and to differentiate between types and levels of stakeholders. An important focus will be on the deconstruction of the theoretical concepts of ‘relationships’ and ‘reputation’. The subject will furthermore explore how relevant public relations theories underpin the ways an organisation engages with and builds mutually beneficial relationships with its key stakeholder groups. Students will analyse methodologies of identification and response to environmental factors that influence relationships and engagement with different stakeholder groups.

This subject expands upon public relations theory and practice introduced in earlier subjects and introduces students to a methodology for using research to define public relations problems; planning and programming; taking action and communicating; and evaluating the programme. Students learn how to apply strategic thinking and planning to the development of public relations and communications strategies, including how to analyse the environment, analyse publics by drawing stakeholder maps, set objectives, take action, formulate a message, and manage time constraints and budgetary issues. Students develop a thorough understanding of the importance of research to formulate and evaluate a communication strategy. The subject thus discusses the full ‘cycle’ of strategy development. Students learn how to evaluate public relations strategies and assess their success in meeting identified goals and objectives.

The unit will introduce students to the role of marketing consultants. It was designed to highlight an array of relevant frameworks, models and other analytical tools which are fundamental to the practice of consulting. Central to the role of good consultancy practice is the ability to identify the main issues (root cause) of a marketing problem; formulate sound solutions in the form of recommendations to address the problem; and communicate these recommendations in a concise and clear manner to clients. Students will have the chance to participate in teams while working on practical projects that will resemble a real-life consulting engagement.

The unit will introduce students to the origins and extent of relationship marketing. Students will understand how firms in the various sectors of the economy develop relationship strategies with their customers and clients and will be able to elaborate marketing relationship programs using tools like CRM (Customer Relationship Management) to increase customer satisfaction and retention.

The unit examines the 7Ps (price, product, place, promotion, people, processes and physical evidence) of the services marketing mix. It places emphasis on relationship management, customer service and customer behaviour, and the link between service quality and customer satisfaction. The unit critically analyses service marketing planning and strategy and provides students with the opportunity to participate in a practical exercise to plan and develop their own service marketing strategy.

This unit provides students with both theoretical knowledge and practical application of the quantitative and qualitative marketing research process. It begins with the concept of marketing research and the research process. It discusses how to design a research project and define the research question. It identifies primary and secondary data sources, and introduces students to qualitative and quantitative research methods using statistical analysis packages as a manipulation tool.

Prerequisites: MKT101A, STAT201A

This unit introduces students to the main aspects of consumer behaviour, including the societal, family and cultural influences on behaviour. The unit examines vital topics such as consumer learning, needs and wants, motivations, perceptions and experience, and specific consumer behaviours and the factors involved in consumer decision making. Students undertaking this unit are encouraged to critically appraise their own buying behaviour, which in turn assists them in acquiring, critically examining, and communicating information from a range of different sources.

This unit introduces the student to venue management from an event perspective. It acknowledges that each venue is different but that each venue operates within a broad industry model. Students will be exposed to different venue types and sectors and the general management principles; including the asset management, maintenance, repair and purchase processes.

This unit explores the sport event in depth. It takes the student through the depth and breadth of the sport event industry and the process of delivering a sport event. Students will examine the importance of the sport event sector to the Australian economy and culture, and explore some of the social and ethical impacts of sport. Students will be introduced to unique aspects of sport events and the specific tools used to deliver and manage them. Students will have the opportunity to become familiar with sport event scheduling and the issues surrounding implementing and managing large scale sporting events.

This unit introduces the student to the event bidding process – the process by which organisations, cities and nations (from small to large) make their offers to host an event. Students will be exposed to the life cycle of a bid; starting with the research process and how to find the right event to bid for, through to identifying (government and corporate) support mechanisms and preparing and presenting the bid documentation. Students will learn the importance of analysing the bid request. They will be introduced to the key elements of the bid/tendering process. The unit aims to provide the student with the wherewithal to find, analyse and produce an event bid.

This unit explores the wedding event in depth. It takes the student through the gamut of the wedding industry and the process of delivering the client’s dream. Students will be exposed to the contemporary and traditional, the conservative and the alternative, the religious and secular in wedding concept and design. Students will have the opportunity to examine contemporary issues in marriage and marriage law.

This unit provides students with the opportunity to examine strategic management functions and process in the context of events. The unit focuses on the application of the latest thinking on the area of strategic management to the event environment reinforcing a strategic planning and management framework.

This unit introduces students to creative thinking and problem solving concepts and how to integrate these into their event management development and design processes. Its aim is to explore creativity and innovation – why it is essential in the modern event organisation. The unit will focus on creative problem solving techniques to assist in designing a creative and innovative event, barriers to innovative performance and measuring creativity and innovation performance. At the conclusion of this unit students should have the beginnings of their own design and development portfolio.

Building upon previous event operations and logistics knowledge this unit introduces the student to strategic event management concepts and tools. The unit further exposes the student to the strategic framework and strategic planning function; contextualised within the event management and operations environment. Students will be exposed to event operations and management tools and reports; learning how and where to apply the various operations and management tools.

The unit provides students with the knowledge to manage more complex accommodation functions including, facilities management and development, building and property management systems (BMS, PMS and associated interfaces), property infrastructure and asset protection. Students will explore the challenges of providing guest satisfaction through effective asset management strategies.

This subject covers the information technology needs of hospitality and tourism businesses. The subject will focus on the Internet and information technology as tools that influence hospitality and tourism businesses. Emphasis is placed on providing a thorough understanding of how e-marketing, e-commerce and online information distribution are keys to commercial success. Students will be taught about the opportunities and problems created by the development of e-commerce, e-commerce IT, E-commerce portals and business models and the legal and ethical issues of e-commerce.

By the use of a computer-based simulation, a reflective experiential learning approach is used in this Subject. This subject will draw on industry knowledge and business skills acquired in earlier studies and provide the student with an ability to develop and evaluate both marketing and management strategies and implement operational plans required to effectively manage a serviced-based enterprise. Both service operations management and services marketing principles are applied to strategies developed to manage a limited capacity service enterprise.

This subject aims to give hotel and tourism professionals a comprehensive understanding of the international cruise ship business by focusing on areas which influence development and where demand is set to increase. Employment, safety at sea, marketing, environmental, social-cultural and economic impacts of cruise ships are examined.
This subject is a residential study tour.

This subject focuses on airline business and marketing strategies. Key airline functional areas such as airline forecasting, pricing, business models and alliances will be included. The interaction between airline operations, business planning, marketing strategies and international aviation will be explored as they relate to airline business and marketing plans.

Tourism is inextricably linked to the concept of ‘destination’ and effective marketing and management of destinations is vital for success in the tourism market. This unit introduces students to the concepts, principles, and processes relating to the creation and development of tourism destinations. It examines the historical, economic, socio-cultural and environmental factors involved in the creation of destinations, the elements that go into the design of destinations, and the concept of the destination as a product. Students will gain an understanding of tourist motivation in relation to destinations and how to market and develop destinations with the customer’s needs in mind. It considers the role of the business plan in destination development and marketing and the broader issue of business management principles in tourism.

This subject gives students a good insight of the importance of MICE (Meetings, Incentives, Conventions, Exhibitions) in the tourism and hospitality industry. Topics that will be covered in this specific sector of the industry include the following: history, structure, different players of the MICE industry, technology, types of events and special requirements, scope of the MICE industry and sponsorship. It examines the physical requirements, marketing, management and operation of convention and exhibition facilities. Emphasis is also placed on the planning and organisation of conventions and meetings.

This subject introduces the student to the dynamic multi-billion dollar gaming industry. Students will review the history of gaming and also obtain an insight into the social, economic and marketing aspects of the industry. Furthermore, they will be exposed to gaming in an international context including resorts and cruise ships. It will also provide a review of popular casino games and investigate regulations in various jurisdictions as well as current trends nationally and internationally.

This subject provides an overview of the characteristics of resorts and spas and the management requirements, including the application of financial and marketing strategies. Students will explore the role of consumer demand on shaping the resort and spa experience and investigate the health and wellness industry in this context. This unit will take an international focus, and through case studies, the nature of the resort and spa product will be analysed in terms of its geographical location and what unique experiences it can offer the guest.

This subject will examine the factors, stages and processes influencing the way social change takes place, whether it relates to changes of attitudes, opinions, or behaviours informed by change theory research. Students will learn to assess strategic communication needs, obstacles and guidelines for messaging and relationship management to accomplish change in an organisation and with relevant stakeholders. Students will develop their change leadership knowledge and skills through the analysis of case studies and a critical evaluation of their roles, attributes and importance in the change management process.

This subject draws together the public relations skills and knowledge students have acquired throughout the course to date, and applies them to the international arena. Students critically question the ethnocentric assumptions that American or Western public relations can be transferred to any country and culture, and instead ask how public relations theory and practice should be different in different national or cultural contexts. International theory of public relations that can be used in and adapted to different countries of the world are further explored. Students will also debate whether there could be generic principles of public relations applicable to specific contextual conditions in all cultures. Students are provided with an understanding of the role of international communities, governments, and the international media and how these bodies influence the formulation of corporate messages and responses to issues and crises .It highlights the importance of sensitivity to and understanding of different cultures, and the crucial role of effective intercultural communication. It examines the role of key technologies such as the Internet and other new media to international public relations. The subject concludes with an examination of how international corporations can work effectively with local communities and examines a number of region-specific public relations issues.

The focus of the course is upon providing students with the opportunity to practice the craft of public relations writing in order to develop their writing skills, and more specifically to apply them within the domain of emerging interactive media. The subject begins with an examination of the importance of knowing one’s audience before discussing issues such as: writing within context; common writing mistakes; how to avoid public relations ‘disasters’; the nature and role of ‘spin’ in public relations writing; writing for a global audience; and the art of effective speech writing. Students are specifically prepared for the requirements, risks, benefits and skills to engage with stakeholders through emerging media. Students develop these skills through a series of short writing exercises on topics of their choice chosen from weekly lectures.

This subject provides students with the necessary knowledge, skills and experience of applying their studies to the workplace. Students will investigate and reflect on the traits required to be a successful public relations practitioner. They will learn the importance of team collaboration and also demonstrate writing, presentation, negotiation and leadership skills. The subject will further develop students’ understanding and abilities to work with clients, internal and external audiences, and it will prepare them for the in-house and agency work environments and requirements.

This unit provides students with theoretical knowledge and practical application of the brand building process and the role of the marketing mix within it. It begins with the strategic importance of brand management and presents a consumer-focused model of brand equity. It explores the contribution of advertising to strategies for building and sustaining strong brands over time.

This unit introduces students to the theories and principles of international marketing. The first part of the course examines the economic, financial, legal, political and cultural issues affecting global marketing and business operations. Students will then discuss the profile of international consumers, the evolving global consumer culture and the opportunities that exist for international marketing. The second part of the course looks at the development of international marketing strategies and takes into account research methods, data analysis techniques and marketing mix decisions.

This unit introduces students to the ways in which the internet and new interactive technologies can be used and combined with traditional marketing strategies and practises. It focuses on new business models that add customer value, build customer relationships and increase company profitability. The unit examines topics such as e-marketing strategy, the e-marketing plan, global markets, consumer behaviour, the e-marketing mix, customer relationship management and the ethical and legal issues involved in e-marketing.

This unit introduces students to the concept of marketing strategy and its position within business strategy and organisational goals. It covers the principles and techniques of creating, implementing, and evaluating a marketing strategy, including analysis of market opportunities and formulating marketing strategies for a variety of different business environments. This unit culminates with a discussion of useful tools and techniques for developing, implementing, monitoring, and evaluating a marketing plan.

This unit builds the students design and development portfolio and further steeps them in the event concept, theme, design and development process. Students will be exposed to advanced design and staging concepts and the contemporary tools used to facilitate the event design process. Students will have the opportunity to examine and analyse the usage and application of various specialist event design areas.

This unit examines the global event environment and exposes the student to major global event organisations. Students will be introduced to the intersection of government policy and global events, and the key trends emerging in the global event sphere. The aim of the unit is to provide the student with a keen understanding of how the global event industry works, the major institutional and national players in the industry and, in the economic and political context, their impact upon everyday lives.

This unit introduces students to the processes behind the targeting, procuring and managing financial support for events. The unit explores alternative revenue sources available to the event; it extends the student beyond a traditional understanding of sponsorship into thinking of events as assets and saleable commodities.

Prerequisite: ACC101A

This subject will introduce students to the history, structure, and skills of Yield & Revenue Management as it pertains to the hospitality and tourism industries. Students will learn to use various tools which will assist them in predicting customer demand at the micro market level, and the maximisation of revenue through pricing optimisation. Students will be required to interpret and utilise financial data to make revenue and yield decisions.

This subject examines the health, safety and security risks faced by visitors/customers/attendees in the tourism, hospitality and events sectors that arise from the macro (external), the micro (internal) environment and from the visitors/customers/attendees themselves. The subject will address the practices, policies and procedures required by the industry and operators to manage the health, safety and security risks to visitors/customers/attendees. Operators and managers require this knowledge to prevent and reduce the impact of risks.