MASTER SYLLABUS
Course Number & title: Business 433, Hospitality Marketing
Department(s): Hotel/Restaurant
Credit hours: 3
Prerequisites: Business 233
Fees and charges: 0
Effective catalog date for this master syllabus: 2006-2007
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1. Catalog description:
A study pf the controllable and noncontrollable factors involved in marketing the food and lodging institution. Course introduces the role of marketing, analyzes the consumer, and delves into the product planning, distribution planning, promotion planning and price planning roles of the hospitality manager. “Hands-on” class project developing an actual marketing and communication plan.
2. Course content:
Course content will allow students to understand hospitality marketing as an important force in business and society. They will appreciate marketing ethics and socially responsible behavior. Due to the increase expansion in the global marketplace, material will cover domestic and international environments. Students will be exposed to information collection and how essential this information is to decision -making. The course will cover the application of market segmentation and positioning strategies to the marketing mix.
3. Student learning objectives:
Specialized knowledge- This course will cover the application of the marketing mix to the hospitality industry. It is necessary to understand these principles to make effective marketing decisions in a fast-paced global environment.
Managerial thinking skills- Students will have the ability to apply the appropriate concepts and tools to diagnose and address real life situations or case studies.
Communication skills- Students must rely on excellent communication skill to be marketing related jobs. Both oral and written skills will be developed and apply to the area of marketing.
Teamwork and creativity- Teams have become an essential part of the workplace in most effective businesses. The role of teamwork is essential in the hospitality area due to the nature of the service sector. Most hospitality companies fluctuate during demand periods, thus creating an atmosphere of a hands-on environment.
Accountability and integrity- Students will have an understanding of setting high standards, and being proactive and exercising self-discipline and understanding the consequences of uncompleted assignments.
4. Student assessment criteria:
Students will be assessed on their specialized knowledge based on tests over
the chapters and outside readings. Managerial thinking skill will be assessed through written cases
applying the marketing mix. Communication skill will be assessed through class participation,
marketing action plan project, and written assignments. Students will have an opportunity to
understand accountability and integrity consequences when assignments are not
turned in of the scheduled date.
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