Course Description
This course introduces the student to the major concepts involved in the marketing function for hospitality concerns. The course addresses the role of marketing in the hospitality firm and in the business community, and explores the tools and techniques used in developing a marketing strategy. Particular emphasis is placed on multi cultural marketing, the importance of the elements of the marketing mix, current marketing issues and analytical methods particular to the hospitality industry.
Learning Activities
The course will use a blend of lectures, student presentations, role plays and projects. Self and peer evaluation will be used to supplement instructor evaluation.
Means of Assessment
| Participation |
10% |
| Group Projects |
35% - 55% |
| Examination(s) |
35% - 55% |
| Total |
100% |
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
Learning Outcomes
At the end of the course the successful student should be able to:
- Understand the concept, scope, role and function of marketing in business, the economy and society and specifically as it applies to the hospitality business
- Formulate a SWOT analysis
- Prepare a basic market segmentation study
- Differentiate demand types
- Articulate the principles that guide hospitality marketing in multi-cultural environments
- Articulate the concept of target marketing including: determining target markets in multi cultural local, regional and global market; identifying sources of information for determining target markets; communicating to target markets, segmenting target market according to demographics, psychographics, geography and use frequency; and identifying segments offering most desirable potential for business.
- Discuss the particular issues associated with marketing to and servicing an international traveling clientele
- Formulate a simple market research study using secondary data, analytical techniques and primary collection methods
- Write a marketing plan for a restaurant or hotel/motel operations including evaluation and control procedures
- Comment critically on the strengths and weaknesses of various establishments' marketing efforts, with particular reference to marketing internationally
- Describe the steps in developing marketing strategies and discuss the importance of each step for a hospitality operation
- Describe the relationship between sales promotion, merchandising and other promotional mix elements;
- Identify the benefits of effective marketing management, evaluation and control techniques
- Describe the marketing strategies and tactics in relation to the product life cycle as it applies to the hospitality industry
- Create a positioning segmentation and branding strategy
- Distinguish between macro and micro competition and create a competitive intelligence strategy
- Outline the components of a hotel or restaurant marketing feasibility study
Textbook Materials
Textbooks and Materials to be Purchased by Students will be selected from:
A selection will be made from the following:
“Marketing for Tourism and Hospitality A Canadian Perspective.” Hudson, Dr. Simon, Thomson Nelson
Kotler, P., J. Bowen and J. Makens. Marketing for Hospitality and Tourism, Latest Ed., Upper Saddle River: Prentice-Hall.
Hospitality Marketing Management, Reid, R.D., David Bojanic, JWS. Latest Ed.