BHM 4680, Marketing for Hospitality and Tourism Course Syllabus Course Description A study of marketing as one of the most exciting and complex functions of a hospitality and tourism manager. Combines knowledge of the market's behavior, a tailored product-service mix, and appropriate sales techniques to demonstrate that the marketing function represents one of the operation's best chances for success. Course Textbook Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for hospitality and tourism (6th ed.). Upper Saddle River, NJ: Prentice Hall. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Explain the functions of hospitality marketing. 2. Distinguish between the concepts of marketing and selling. 3. Outline how marketing plans are developed. 4. Explain marketing segmentation and positioning in hospitality management. 5. Demonstrate the use of the four Ps of marketing in hospitality. 6. Analyze product-service mix and distribution strategies. 7. Explain the relationship between market segmentation and the development of marketing strategies. Credits Upon completion of this course, the students will earn three (3) hours of college credit. Course Structure 1. Study Guide: Each unit contains a Study Guide that provides students with the learning outcomes, unit lesson, required reading assignments, and supplemental resources. 2. Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 3. Unit Lesson: Each unit contains a Unit Lesson, which discusses lesson material. 4. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. 5. Suggested Reading: Suggested Readings are listed in the Unit I-III, VII, and VIII study guides. Students are encouraged to read the resources listed if the opportunity arises, but they will not be tested on their knowledge of the Suggested Readings. 6. Learning Activities (Non-Graded): These non-graded Learning Activities are provided to aid students in their course of study. 7. Discussion Boards: Discussion Boards are part of all CSU term courses. More information and specifications can be found in the Student Resources link listed in the Course Menu bar. 8. Unit Assessments: This course contains five Unit Assessments, one to be completed at the end of Units I-V. Assessments are composed of written-response questions. 9. Unit Assignments: Students are required to submit for grading Unit Assignments in Units I-VIII. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with each assignment. Specific information about accessing these rubrics is provided below. BHM 4680, Marketing for Hospitality and Tourism 1
10. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 11. Student Break Room: This communication forum allows for casual conversation with your classmates. CSU Online Library The CSU Online Library is available to support your courses and programs. The online library includes databases, journals, e-books, and research guides. These resources are always accessible and can be reached through the library webpage. To access the library, log into the mycsu Student Portal, and click on CSU Online Library. You can also access the CSU Online Library from the My Library button on the course menu for each course in Blackboard. The CSU Online Library offers several reference services. E-mail (library@columbiasouthern.edu) and telephone (1.877.268.8046) assistance is available Monday Thursday from 8 am to 5 pm and Friday from 8 am to 3 pm. The library s chat reference service, Ask a Librarian, is available 24/7; look for the chat box on the online library page. Librarians can help you develop your research plan or assist you in finding relevant, appropriate, and timely information. Reference requests can include customized keyword search strategies, links to articles, database help, and other services. Unit Assignments Unit I Web Assignment Online Marketing In only a few short years, consumer-generated marketing has increased exponentially. It is also known as consumergenerated media and consumer-generated content. More than 100 million websites contain user-generated content. You may be a contributor yourself if you have ever posted something on a blog, reviewed a product at Amazon.com, uploaded a video on YouTube, or sent a video from your mobile phone to a news website. This force has not gone unnoticed by marketers and with good reason. Nielsen, the TV ratings giant, found that most consumers trust consumer opinions posted online. As a result, perceptive marketers encourage consumers to generate content. 1. Find two examples (other than those discussed in this chapter) of marketer-supported, consumer-generated content and two examples of consumer-generated content that is not officially supported by the company whose product is involved. Provide the web link to each, and discuss how the information affects your attitude toward the companies involved. 2. Discuss the advantages and disadvantages of consumer-generated marketing. Your response should be at least 300 words in length and in paragraph form. All sources used, including the textbook, must be cited and referenced according to APA style. Unit II Web Assignment A business hotel wants to gather some preliminary information on how business travelers feel about the menu variety, food, and service in its restaurants. A fast food restaurant wants to investigate the effects that children have on product purchases. 1. Choose one of the scenarios above. Go to the CSU Online Library, and search for a research report (research journal preferred) that provides data with insight into the situation. Briefly summarize each report, and indicate what information you would provide to your manager in order to address the topic. 2. What would be your plan for collecting primary data? Describe the approach, sampling plan, instruments, and how you would implement the research. BHM 4680, Marketing for Hospitality and Tourism 2
Your response should be at least 300 words in length and in paragraph form. All sources used, including the textbook, must be cited and referenced according to APA style. Unit III Web Assignment 1. Using the internet, visit the tourism website of a state of your choice. Describe the best target market of the state. Discuss your analysis. It should be based on Table 8-1 in your textbook. Analyze any travel data or information provided by the website regarding traveler attitudes or trends in traveling. Provide discussion of the target market, and support your choice based upon the text and research data from the website. 2. Discuss how this organization has positioned itself based upon its branding. Do not forget to look at photos, text, and other clues. Your assignment should be at least one page in length. All sources used, including the textbook, must be cited and referenced according to APA style. Additionally, remember to reference the tourism website of the state selected. Unit IV Article Review 1. Using the CSU Online Library and the Academic OneFile Database, search for a scholarly, peer-reviewed article discussing hotel design. Use the search term hotel design then limit the search to full-text and peer-reviewed publications. 2. Choose an article of interest, and complete the following. Write a short summary of the article (at least 300 words). Present an analysis of the content based upon concepts from Chapter 9 and a brief discussion on how the article addresses at least two concepts in the chapter. Finish with a conclusion on what the article considers as a good design. Your article review should be at least one page in length and in APA format. All sources used, including the textbook, must be cited and referenced according to APA style. Unit V Web Assignment Distribution Associations When working with distribution, you are working with the trade, or individuals and organizations in the industry with you. The purpose of this assignment is to investigate one channel of distribution through the trade association. 1. Research one of the following associations, and report on the industry sector. Meeting Professionals International Professional Convention Management Association Professional Tour Operators Association American Society of Travel Agents 2. Your report should include the following information because each association may have a different approach or terminology. Give the mission, and explain how the association s activities work toward fulfilling this mission. Describe the organizational structure of the association. Describe two current issues or concerns the association is addressing. According to the association research, discuss the health of industry sector. Describe the type of members of the association, and provide an example. For fun, investigate employment opportunities with this association. Note: Do not include this item in your report. BHM 4680, Marketing for Hospitality and Tourism 3
Your report should follow APA style guidelines and be at least two pages in length. Unit VI Project Marketing Plan Part I For the next three units, you will be writing a marketing plan in stages for an organization of your choice. Part I addresses public relations (PR) and advertising. 1. Choose one of the following organizations: a bed and breakfast located in a quaint historical community with events, a tour operator that offers day trips from a community. Identify your own focus (e.g. fly-fishing, wine tasting, rafting), an ethnic restaurant located in a suburban area, or a city tour company located in a large urban area. 2. Embellish on the operations of your chosen organization, but be logical. For example, provide a community name or at least a state name. Does the destination have other attractions? You are encouraged to investigate similar operations in various locations for ideas. Your response must be at least two pages in length. Be sure to complete the following: Describe the operation and destination. Provide environmental analysis and forecasting. Provide a technical report of findings. Note: You may use the internet for sources related to completing an environmental analysis. Examples of a marketing plan in tourism can be viewed via destination marketing organization (DMO) websites or on websites of some non-profit organizations. Additionally, the following online resource may be useful. Dahl, D. (2010) How to write a marketing plan. Retrieved from http://www.inc.com/guides/writing-marketing-plan.html All sources used, including the textbook, must be cited and referenced according to APA style. Unit VII Project Marketing Plan Part II Part II of the marketing plan addresses segmentation and targeting. For Part II of the Marketing Plan: 1. Review and edit Part I of your marketing plan. You will include and build upon Part I as part of your Part II submission. One key thing to think about when writing Part II is the logic and continuity that should be present. You may have to modify certain parts of Part I in order for the content to Part II to be coherent. 2. Review pages 553-554 of your course textbook, and complete the segmentation and targeting portion of your marketing plan. This step is not only addressing the four variables used in market segmentation (see page 209) but is also relating aspects of consumer behavior in order to corroborate your description of your target market. In addition, a part of this step is positioning! A good resource is on page 224 in your textbook, Choosing and Implementing a Positioning Strategy. 3. Formulate six marketing objectives for your operation. Objectives have been discussed for various parts of the marketing strategies. For example, marketing objectives addressing public relations (PR) are discussed on page 408. Another discussion is located in Chapter 18 starting on page 554. Objectives are created based upon the current situation. You will want to set objectives that will provide increases in occupancy, visits, and revenue for example. Note: Your textbook does not completely cover writing objectives. Use the CSU Online Library and the internet to locate two sources that address how to write marketing objectives. Note: You are required to include these two sources on your BHM 4680, Marketing for Hospitality and Tourism 4
References page. Do not copy and paste your objectives. Use your sources as examples to gather ideas on what type of things you could include as part of your financial and marketing objectives and the format used. This section of your marketing plan should be at least two and a half pages in length. Part II of your marketing plan should contain the following: an edited version of Part I, a complete analysis with discussion of your marketing segmentation and target market, six marketing objectives, and your positioning based upon your target market and environmental analysis. All sources used, including the textbook, must be cited and referenced according to APA style. Unit VIII Project Marketing Plan Part III Part III of the marketing plan addresses the action plan, including strategies, tactic, and resources. 1. Review and edit Parts I and II of your marketing plan. You will include and build upon Part I and Part II as part of your Part III submission. 2. For Part III of your Marketing Plan you will need to do the following: Provide the final marketing plan in the order completed (Part I, II, and III) in APA format, including in-text citations and a reference list. Complete the action plans portion that includes strategies and tactics (see p. 559) and resources (other than monetary) needed to support your plan (see p. 563). Provide an executive summary and self-evaluation of your plan. Your final marketing plan should be a minimum of six pages (not including the title and references pages). There should be at least two pages of content for each part of your plan. All sources used, including the textbook, must be cited and referenced according to APA style. APA Guidelines The application of the APA writing style shall be practical, functional, and appropriate to each academic level, with the primary purpose being the documentation (citation) of sources. CSU requires that students use APA style for certain papers and projects. Students should always carefully read and follow assignment directions and review the associated grading rubric when available. Students can find CSU s Citation Guide by clicking here. This document includes examples and sample papers and provides information on how to contact the CSU Success Center. Grading Rubrics This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because these are the primary tools your professor uses for assessing learning activities. Rubric categories include: (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it is possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have Assessments). The Discussion Board rubric can be found within Unit I s Discussion Board submission instructions. BHM 4680, Marketing for Hospitality and Tourism 5
The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment. Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be submitted. Students may also access the rubric through the course menu by selecting Tools and then My Grades. Again, it is vitally important for you to become familiar with these rubrics because their application to your Discussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades. Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to email your professor. Responses to your post will be addressed or emailed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers. Grading Discussion Boards (8 @ 2.5%) = 20% Assessments (5 @ 6%) = 30% Web Assignments (4 @ 4%) = 16% Unit IV Article Review = 4% Unit VI Project = 10% Unit VII Project = 10% Unit VIII Project = 10% Total = 100% Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted. BHM 4680, Marketing for Hospitality and Tourism 6
BHM 4680, Marketing for Hospitality and Tourism Course Schedule By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I Marketing Basics Chapter 1: Introduction: Marketing for Hospitality and Tourism Chapter 2: Service Characteristics of Hospitality and Tourism Marketing Chapter 3: The Role of Marketing in Strategic Planning Assessment by Web Assignment by Unit II Analyzing the Marketing Environment Chapter 4: The Marketing Environment Chapter 5: Marketing Information Systems and Marketing Research Assessment by Web Assignment by BHM 4680, Marketing for Hospitality and Tourism 7
BHM 4680, Marketing for Hospitality and Tourism Course Schedule Unit III Individual and Group Markets Chapter 6: Consumer Markets and Consumer Buying Behavior Chapter 7: Organizational Buyer Behavior of Group Market Chapter 8: Market Segmentation, Targeting, and Positioning Assessment by Web Assignment by Unit IV Designing Products and Internal Marketing Learning Activities (Non-Graded): See Study Guide Chapter 9: Designing and Managing Products Chapter 10: Internal Marketing Assessment by Article Review by Unit V Distribution and Pricing Chapter 11: Pricing Products: Pricing Considerations, Approaches, and Strategy Chapter 12: Distribution Channels Assessment by Web Assignment by BHM 4680, Marketing for Hospitality and Tourism 8
BHM 4680, Marketing for Hospitality and Tourism Course Schedule Unit VI Promoting Products Chapter 13: Promoting Products: Communication and Promotion Policy and Advertising Chapter 14: Promoting Products: Public Relations and Sales Promotion Project by Unit VII Sales and Relationship Marketing Chapter 15: Professional Sales Chapter 16: Direct and Online Marketing: Building Customer Relationships Project by Unit VIII Destination Marketing Chapter 17: Destination Marketing Chapter 18: New Year s Marketing Plan Project by BHM 4680, Marketing for Hospitality and Tourism 9