FSVC 127 - Hospitality and Travel Marketing

3 Credits: (3 lecture)

Course Description
This course covers the marketing and sales techniques specifically related to the hospitality industry including marketing research; the marketing mix; and the role of communication, advertising, promotion, and public relations.

Text
Kotler, P., Bowen, J. & Makens, J. (2010). Marketing for hospitality and tourism (5th ed.).  New York City, NY: Pearson.

Objectives
The student will be able to: 

A. Define marketing. 

B. Explain unique approaches required in hospitality and travel marketing systems. 

C. List the steps involved in the business strategy planning process. 

D. Describe the steps in the marketing research process. 

E. Explain the consumer buying process. 

F. Define marketing strategy and marketing segmentation. 

G. Discuss how the product life cycle can be applied to the hospitality industry. 

H. Explain the importance of employee selection, orientation, training, and motivation programs in delivering service quality in the industry. 

I. Identify the internal and external factors affecting pricing decisions. 

J. Describe the nature of distribution channels and why marketing intermediaries are used in the hospitality industry. 

K. Explain promotional tolls-advertising, personal selling, sales promotion, public relations, and the factors used in setting the promotional mix. 

L. Discuss destination marketing. 

M. Describe the purpose of a marketing plan and its requirements.

Content
A. Marketing for Hospitality and Tourism 

B. The Role of Marketing in Strategic Planning 

C. Marketing Information Systems and Marketing Research 

D. Consumer Markets and Consumer Buying Behavior 

E. Market Segmentation, Targeting, and Positioning 

F. Pricing Products:  Considerations, Approaches, and Strategy 

G. Distribution Channels 

H. Promoting Products 

I. Destination Marketing 

J. Marketing Plans

Student Evaluation
Students will be graded on a combination of examinations, quizzes, and a marketing project.