School
Business, Entrepreneurship, and Professional Development
Division
Culinary Arts/Hospitality Mgmt
Department
Hospitality Studies
Academic Level
Undergraduate
Course Subject
Hospitality
Course Number
250
Course Title
Hospitality and Travel Marketing
Credit Hours
3.00
Instructor Contact Hours Per Semester
47.00 (for 15-week classes)
Student Contact Hours Per Semester
47.00 (for 15-week classes)
Grading Method
A-E
Pre-requisites
HOSP-211
Catalog Course Description
Explores the need and value of a cooperative marketing effort among hotels, airlines, restaurants, travel agents, and other important industry groups. Discusses research and analysis, the development and implementation of marketing plans and strategies, advertising, promotions, public relations, and pricing structures.
Goals, Topics, and Objectives
Core Course Topics
- Introduction: Marketing for Hospitality and Tourism
- Service Characteristics of Hospitality and Tourism Marketing
- The Role of Marketing in Strategic Planning
- The Marketing Environment
- Managing Customer Information to Gain Customers Insights
- Consumer Markets and Consumer Buying Behavior
- Organizational Buyer Behavior of Group Market
- Customer Driven Marketing Strategy: Creating Value for Target Customers
- Designing and Managing Products and Brands: Building Customer Value
- Internal Marketing
- Pricing: Understanding and Capturing Customer Value
- Marketing Channels: Delivering Customer Value
- Engaging Customers and Communicating Customer Value
- Public Relations and Sales Promotion
- Professional Sales
- Direct, Online, Social Media and Mobile
- Destination Marketing
Core Course Learning Objectives (Separated)
- Define marketing and the marketing process.
- Identify the difference between hospitality marketing mix and the traditional marketing mix.
- List the steps of the marketing planning process.
- Define the five essential marketing intelligence tools.
- Describe the difference between the nature of products and the nature of services.
- List and discuss the various channels of distribution in hospitality marketing.
- Assess the customer's perception of risk.
- Compare quality control and quality assurance.
- Evaluate supply and demand of the hospitality product.
- Explain different types of operations, limited service, full service, etc.
- Review service levels and guest's perceptions.
- Judge the impact of geographic segmentation.
- Discuss demographic segmentation.
- Explain the line level employee's impact on the marketing effort.
- Define the product life cycle and the role it plays in marketing strategy.
- List and identify marketing concepts used to develop and introduce a new product.
- List the advertising process to develop an advertising campaign.
- List solutions to a marketing problem that many restaurants face having to appeal to families.
- Develop a basic press kit for a property.
- Identify the external and internal factors that influence consumer decision-making.
- Evaluate interdepartmental relationships.
- Define marketing positioning.
- Discuss different pricing strategies: selling up, selling down, price ranges, etc.
- List the ten keys to a positive customer reaction to a hospitality product.
- Identify how organizational buyers differ from individual buyers.
- Discuss the different laws and acts that affect marketing.
- Define the product life cycle and the role it plays in marketing strategy.
Assessment and Requirements
Assessment of Academic Achievement
• In Class Participation (15 x 10) 150 points • Reading Quizzes (15 x 10) 150 points • Project Assignments: (8 x 25) 200 points • Final Presentation 50 points • Final Marketing Plan 50 points Total Possible Grade Points: 600
Grading Scale:
- 90% - 100% A
- 80% - 89% B
- 70% - 79% C
- 60% - 69% D
- 0% - 59% E
Texts
Marketing for Hospitality and Tourism, Kotler/Bowen/Makens/Baloglu (current edition)
Effective Term
Fall 2020