The Lee Kong Chian School of Business Academic Year 2014/15 Term 2

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1 The Lee Kong Chian School of Business Academic Year 2014/15 Term 2 MKTG 231 MARKETING, BRANDING AND SERVICE EXCELLENCE IN HOSPITALITY INDUSTRY Instructor: Yasemin Tecmen Stubbe Title: Adjunct Faculty of Marketing yasemin.stubbe@ytsmarketing.com Office: LKCSB Level 5 Adjunct Office 1 COURSE DESCRIPTION This course helps students understand how a consumer-driven approach to marketing and branding is very important in the hospitality industry. There are hundreds of hospitality brands in the world, and new ones are being launched almost weekly. As the industry grows ever more saturated, brands struggle to differentiate and innovate. Companies realize the importance of customer relationship management tools as well as continuously evolving communication channels like social media, mobile and review websites. However, companies strive to figure out which of the marketing channels to invest in to maximize their marketing dollars for profitability. Through lectures involving examples, case studies, mini-experience assignments and a group project, students will be able to understand all aspects of hospitality marketing mix and branding. The course will address integrated marketing communication elements in-depth one by one through examples and/or guest speakers and explain 360 approach to branding. The hospitality industry presents diverse career opportunities. This course will embed in you a consumer-driven brand management approach that you will be able to apply to any role within the hospitality industry. Note that the course will be heavily focused on the hotel industry within the hospitality industry. LEARNING OBJECTIVES By the end of this course, students will be able to: Design a customer-driven marketing strategy (market segmentation, targeting and positioning) Understand how the 4P s translates into the 4 C s in the hospitality industry Explain what 360 branding means in the hospitality industry Describe key performance indicators in the hospitality industry Recognize the importance of service culture, internal marketing and interactive marketing in the service industry Understand how each department in a hotel plays an integral role in delivering the brand experience Create a brand, symbolize it through brand touch points from pre-arrival to post-departure and prepare an integrated marketing plan (translation of marketing strategy into action) 1

2 PRE-REQUISITE/ CO-REQUISITE/ MUTUALLY EXCLUSIVE COURSE(S) Please refer to the Course Catalogue on OASIS for the most updated list of pre-requisites / co-requisites for this particular course. Do note that if this course has a co-requisite, it means that the course has to be taken together with another course. Dropping one course during BOSS bidding would result in both courses being dropped at the same time. ASSESSMENT METHODS Class Participation: 10 % (Throughout the term) Participation in class blog - Inspiration Station: 10% (Throughout the term) Mini assignments - Experiential Exercises: 20 % (Week ) Mid-term Paper: 20 % (Week 8) Group Project Presentation: 35 % (Weeks 13-14) Group Project Peer Evaluation: 5% (Weeks 13-14) Total: 100% ACADEMIC INTEGRITY All acts of academic dishonesty (including, but not limited to, plagiarism, cheating, fabrication, facilitation of acts of academic dishonesty by others, unauthorized possession of exam questions, or tampering with the academic work of other students) are serious offences. All work (whether oral or written) submitted for purposes of assessment must be the student s own work. Penalties for violation of the policy range from zero marks for the component assessment to expulsion, depending on the nature of the offence. When in doubt, students should consult the course instructor. Details on the SMU Code of Academic Integrity may be accessed at INSTRUCTIONAL METHODS AND EXPECTATIONS Class Participation Participation is a central part of the learning process for you and your classmates. When you contribute, you help others learn. Your participation mark reflects your contribution to your classmates learning. This includes attendance, full preparation prior to class including reading assigned materials and completion of mini experiential exercise assignments, and active participation in class discussions. I also expect you to ask questions and be engaged with the guest speakers I have invited to talk about certain course subjects based on their experience and expertise. Participation in class blog Inspiration Station One of the best ways to learn is through examples, best/worst practices, and articles that we may come across in our daily lives. The class blog is for each student to post any hospitality marketing, branding-related idea, execution, article, video, infographic, quotation, basically anything that you come across that you find worth sharing to enrich the class learning experience. Groupings and group size Will be determined based on class size. You are encouraged to find your own group members. The group-member list should be submitted to me no later than January 26, 2015 with name of the group as well as list of group members. Mini Individual Experiential Exercise Assignments There will be a few mini individual experiential exercise assignments throughout the semester. For example, I may ask you to visit two competitive restaurants getting the same rating from a restaurant review website and then write up your observations on brand touch points (reservation process, how you were welcomed, logo, décor, music, cleanliness, menu design, dishes/drinks offered, service, quality of food, staff uniforms if any, etc.). You will then state which one you feel is more customer-oriented, explaining why. Each assignment is due a week from the date it is announced, unless stated otherwise. The assignments are designed to help students have a better grasp of course materials. Overdue assignments will be given a zero mark. Group Project and Presentation The objective of the project is to allow you to build a bogus hotel brand based on the target markets I will assign to each group. I will also provide some made-up analytics on key feeder markets and distribution channels, Once you create the basic brand framework (primary and secondary research to understand motivational factors, brand 2

3 promise, brand elements and brand touch points from pre-arrival to post-departure), you will also put together an integrated marketing communication plan to launch the hotel within a certain budget that I will provide to you. I expect you to be strategic in maximizing your marketing dollars based on your research on how best to reach the customers given the analytics I will provide. A big part of your learning will be my guidance as well as your brainstorming and teamwork with your peers. Please provide me with a hard copy of your PowerPoint slides during class and a soft copy of the slides before or right after your presentation. You will also be asked to provide a peer evaluation based on their contribution to the project. Mid-term paper You will be asked to evaluate the branding and marketing of your favorite hotel brand. A detailed framework will be provided in class. CONSULTATIONS AND TEACHING ASSISTANTS I will hold office hours the first two hours after my class finishes. If you need to see me at any other time, please contact me to make an appointment. My office and contact information are listed at the top of this course outline. I am also readily available by . I expect you to approach me as needed as your group project progresses. My guidance will be one of your key learning tools as you fulfill the project. CLASS TIMINGS This course will be taught in two 1.5-hour sessions per week on xx days from x to y. REQUIRED READINGS Philip Kotler, John T. Bowen, James C. Makens Marketing for Hospitality and Tourism, 6 th Edition Cornell University, School of Hotel Administration Edited by Michael C. Sturman, Jack B. Corgel, Rohit Verma The Cornell School of Hotel Administration on Hospitality Cutting Edge Thinking and Practice Edited by Michael C. Sturman, Jack B. Corgel, Students will also be required to read certain articles provided by me that can be found on the internet. RECOMMENDED TEXT AND READINGS The references below are not required reading but my suggested readings for you to understand the hospitality industry better. Hotelmarketing.com Ehotelier.com Hotelnewsresource.com Thehospitalityblog.ecornell.com Hotelsmag.com Hospitalitynet.org Joseph A. Michelli The New Gold Standard, 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz- Carlton Hotel Company Publisher: McGraw Hill Year of publication:

4 WEEKLY LESSON PLANS Week No. 1 Introduction, Course Description & Expectations Define hospitality, service and branding Explain how branding in hospitality industry is different List the key chains in hotel industry today Discuss key challenges hospitality industry faces today Bottom-line and Revenue Generation in Hospitality Industry Explain key performance indicators in hotels, restaurants and spas Lecture + Guest speaker: General Manager of W Hotel will talk about his role as a general manager, give us an idea of what drives revenue versus profitability at his hotel, his challenges and Starwood s approach to branding Marketing Mix in Hospitality Define customers in hospitality industry Explain the consumer-oriented approach to marketing Translate the 4 P s into 4 C s (Product Customer, Pricing - Cost, Place - Convenience, Promotion Communication) 4 C s - Customer Understanding your customer wants and needs, segmentation, targeting and positioning Lecture + Guest speaker from LynxEye Brand Consultants talking about segmentation, targeting and positioning they did for Scandic Hotels as well as a popular alcoholic beverage 4 C s Cost and Convenience Explain Pricing Considerations, Approaches and Strategy Understanding Distribution Channels at hotels Developing promotions/special offers Guest Speaker from W Hotel Director of Revenue Management 4 C s Communication () Define IMC Explain 360 Branding Brand Development The Art of Story-telling A process framework for developing brands Lecture + Guest speakers Speakers from two different agencies. One will talk about how they developed a hotel brand that is launching in Singapore (Patina Hotels). The other will talk about how they developed restaurant brands in Singapore. Brand Management Brand Touch Points Guiding the guest experience from pre-arrival to post-departure Brand Guidelines (Operational/Experiential, Product, Marketing Communication) Internal Marketing Lecture + Guest Speaker from Ritz-Carlton Millenia on Service Excellence Setting the marketing budget and IMC mix Advertising Advantages and Limitations of Major Media Types Traditional/Off-line Advertising Online Advertising Pay-per click Display Ads Social Media Ads Mobile Advertising Sponsorships 4

5 Evaluating Advertising Effectiveness Public Relations Traditional PR PR 2.0 Reputation Management Crisis Management Event Marketing Evaluating PR Results Partnership Marketing Mid-term papers due Digital Marketing Define Digital Marketing Promise and Challenges of Online Marketing Digital Marketing Road-map Creating and designing an effective website (7 C s) Web analytics E-commerce Mobile Marketing Display Ads (covered at Advertising session) Search Engine Optimization Pay-per-click Advertising (covered at Advertising session) Content Marketing Viral marketing Blogging Infographics, Webcasts, Webinars Marketing (to be covered in Direct Marketing) Social Media Marketing Case Study on Digital Marketing Guest Speaker on Social Media Marketing - TBD Direct Marketing CRM and Database Marketing Marketing Loyalty Marketing Referral Marketing Lecture + Guest Speaker: To be confirmed. I will try to get the person who is in charge of Singapore Airlines Loyalty Program or the Director of Loyalty Marketing at MBS to come and talk about loyalty marketing. How it all ties together Integrated Marketing vs Integrated Branding (360 Branding) Explain the roles each department plays in delivering the brand experience: Human Resources, Marketing, Sales and Revenue Management, Development (chain hotels), Operations (Room, F&B, Spa), Finance, Legal, Information Technology, Engineering, Security. Lecture + Guest speakers: A few department heads from W hotel will talk about their specific roles. I will complement their talks with how it may be different at head office level and regional offices level Group Presentations 5