Faculty Syllabus

Evaluation System

The evaluation system is as follows:

Varies-check schedule              

Discussion Questions – 6 assignments in all - Each discussion question is due before the class in which the chapter is based. Each Discussion Question submission 15 points each, 90 points total.

Ch. 1 due 1/28

Ch. 2 due 2/4

Ch. 3 due 2/11

Ch. 4 due 2/18

Ch. 12 due 3/3

Ch.15 due 5/5

Attendance/Participation            12 classes (not including Mid-Term and Final Exam) – 10 points per class, total 120 pts

Varies-check schedule               Chapter quizzes taken in class – 10 points each, 60 total

Due Feb.9                               Monitoring Websites and Blogs Assignment – 25 points

Due Feb. 16                              Marketing Article Research using Social Tables – 25 points

Due Feb. 23                              Podcast summary:  Advertising Segmentation – 25 points

Due March 30                          Hospitality Property/Venue property visit and evaluation – 25 points

Due April 6                                Mail Chimp/Email assignment – 25 points

Due April 13                              Buying Criteria for Sales Presentation Assignment – 10 points

Due April 27                              Collateral and Website Analysis – 25 points

Due April 27                              Research Event Listings – 25 points

Due May 4                                Sales Presentation 60 points

                                                Mid-Term exam – 100 points

                                                Final Exam – 50 points

Textbook

            Required:

            Hospitality Marketing Management

            Authors:  David C. Bojanic and Robert D. Reid

            ** This is a required purchase and should be ready for usage first class.  

            *Additional articles listed in Blackboard and discussed in class.

Course Outline

This course introduces the principles, concepts and systems utilized in the marketing and sales areas for the hospitality industry.  Topics include the role of marketing as a part of brand management, customer service, and sales, the focus on guest expectations as a marketing driver, and the management of the marketing mix.  We will explore the building of customer loyalty through relationship marketing and sales and will hear from industry leaders who practice relationship management every day. Guest speakers and internet research will be used.  Projects can include studies targeting understanding of industry practices and exploring how purchasing decisions can be supported though good sales practices.

Course Objectives

The major objectives of the course are to provide the student with an understanding and appreciation of the scope and importance of marketing in the hospitality business, familiarize the student with marketing perspectives, concepts, approaches and tools and to help the student manage hospitality marketing more effectively.

Student Audience

The course is aimed towards second year college students finishing their respective degree in Hospitality Management, Meeting & Event Planning, Travel & Tourism and/or Culinary Arts.  Some practical work in the industry is preferred but not essential for successful completion of this course.

Instruction Methods/Assignments

Instructional method will be delivered synchronously through Zoom and will consist of lectures, readings, video presentations, student presentations and assigned research.  The use of multimedia materials (such as videotapes, computer software programs) and guest speakers may be included.  Students will access assignment and course information through the ACC Blackboard account for HAMG 2307.

Course Learning Outcomes

1. Recognize and describe the marketing mix decisions that match customer expectations to service level and hospitality products and how the mix is utilized as a marketing driver.
2. Identify and explain an understanding of relationship management for both internal and external marketing and its importance to the sales and marketing strategy of the business.
3. Illustrate how both individual and business purchasing decisions can be supported through sales practices.
4. Research and examine the various principles, concepts and technological systems utilized in the marketing and sales within the hospitality industry.
5. Identify the elements of brand management and how these impact customer service and guest expectations.
6. Prepare and present a sales presentation based on the recognition and analysis of customer buying criteria.
7. Research and identify social media channels and their impact on business and properties.