Hospitality Marketing Strategy
Chaplin School of Hospitality & Tourism Management
Mike Hampton, Ed.D.
By Appointment or MTWF 1:00 p.m. - 3:30 p.m. Eastern Time
Course Description and Purpose
Examines marketing principles, theories and concepts and the use of management principles and techniques of analysis, planning, implementation and control to maximize marketing effectiveness in hospitality organizations.
This course concentrates on general principles, techniques, and concepts of hospitality marketing and its role in developing customer and service oriented managerial approaches in the globalized hospitality, travel and tourism industry. It is designed to provide you with a working knowledge of marketing processes that have application in hospitality, travel and tourism businesses around the world; and provides a mechanism for understanding the interrelationships between marketing decisions, marketing research, buyer behavior, product strategy, channels of distribution, promotional activities, and pricing decisions. The primary goal is to enable you to evaluate, describe, and design marketing activities utilizing practical insights within an international context.
The goal of this course is to enable students to utilize written and oral communication skills to evaluate, describe and design marketing activities that embrace practical insights and applications in hospitality, travel and tourism within a global context.
This course will enable the student to grasp the basic concepts, principles and practices of hospitality, travel and tourism marketing and to apply them in practical situations. In particular, students will be able to:
This course exposes students to the principles of marketing in hospitality, travel and tourism within the context of global application. Upon completion of the course, students will be able to:
This is a course being delivered in a fully online format in which all of the instructional materials and activities are delivered asynchronously through Canvas.
The class is devoted to teaching marketing through a hospitality lens. The focus will be on usable skills that can be applied immediately upon graduation and throughout career progression. This is not a theory class. The best learning experience in an online course can be achieved by participating actively in the assignments and becoming immersed and engaged with the material.
Please review the FIU's Policies webpage. The policies webpage contains essential information regarding guidelines relevant to all courses at FIU, as well as additional information about acceptable netiquette for online courses. For additional information, please visit FIU's Policy and Procedure Library.
As a member of the FIU community you are expected to be knowledgeable about the behavioral expectations set forth in the FIU Student Conduct and Honor Code.
Please be advised that classes may be audio and visually recorded and/or subject to course capture for future access by students in this course. Your attendance/ participation in this course constitutes consent to such recordings, which will only be used for educational purposes by students in the course and securely stored in University systems. If there is a concern regarding the recording and use of such recording, please contact FERPA@fiu.edu.
In the event that make up work becomes necessary due to extenuating or unexpected circumstances, each individual situation will be assessed to determine an appropriate approach that may be taken.
As cases and hospitalizations due to the Delta and Omicron variants continue to increase in our community, we must unite and take necessary steps to prevent further spread. Although this is a fully online course, please be aware of the following if you have the occasion to be on campus.
Technical Requirements and Skills
One of the greatest barriers to taking an online course is a lack of basic computer literacy. By computer literacy, we mean being able to manage and organize computer files efficiently and learning to use your computer's operating system and software quickly and easily. Keep in mind that this is not a computer literacy course, but students enrolled in online courses are expected to have moderate proficiency using a computer. Please go to the What's Required webpage to find out more information on this subject.
Please visit our Technical Requirements webpage for additional information.
If you encounter any technical difficulties with the Canvas system, please contact the FIU Canvas Help Team (Links to an external site.). Please ensure you contact support immediately upon the issue occurring. Late work submissions caused by technical malfunctions will not be accepted
Accessibility and Accommodation
The Disability Resource Center collaborates with students, faculty, staff, and community members to create diverse learning environments that are usable, equitable, inclusive, and sustainable. The DRC provides FIU students with disabilities the necessary support to successfully complete their education and participate in activities available to all students. If you have a diagnosed disability and plan to utilize academic accommodations, please contact the Center at 305-348-3532 or visit them at the Graham Center GC 190.
For additional assistance please contact FIU's Disability Resource Center.
Web Accessibility Statements for Partners and Vendors
Please visit our ADA Compliance webpage for additional information about accessibility involving the tools used in this course.
Academic Misconduct Statement
Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas, and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of the University. All students are deemed by the University to understand that if they are found responsible for academic misconduct, they will be subject to the Academic Misconduct procedures and sanctions, as outlined in the Student Conduct and Honor Code. Academic Misconduct includes:
Panthers Care & Counseling and Psychological Services (CAPS)
If you are looking for help for yourself or a fellow classmate, Panthers Care encourages you to express any concerns you may come across as it relates to any personal behavior concerns or worries you have, for the classmate’s well-being or yours; you are encouraged to share your concerns with FIU’s Panthers Care website.
Counseling and Psychological Services (CAPS) offers free and confidential help for anxiety, depression, stress, and other concerns that life brings. Professional counselors are available for same-day appointments. Don’t wait to call (305) 348-2277 to set up a time to talk or visit the online self-help portal.
This course will serve to embrace the diversity and inclusivity found within Florida International University. We appreciate and respect diversity, equality, equity, cooperativeness, community, and sustainability within our online courses. We are committed to the ongoing education of our students and their participation within the course regardless of gender, ethnicity, age, sexual orientation, geographical location, religion, and disability. We strive in encouraging collaboration by preparing our students to value the differences in others. At the core of our intentions is the encouragement of acceptance and appreciation of differences within our student population and community.
The following conduct is prohibited by the Student Conduct and Honor Code. Lack of familiarity with University policy is not a defense to a violation of this Code. Unless specifically noted, the intent is not a required element to establish a policy violation. The following conduct violation or any attempt to violate the Code will be used in charging all Students or Student Organizations;
Section 5 | Conduct Violations - g. Computer Misuse
Copyright Statement: The materials and content in this online course are provided solely for student use during the course. Course materials may not be shared outside of the course or with any third party without the explicit permission of the instructor or content publisher. Visit FIU Library’s Copyright Lib Guide to learn more about copyright law and restrictions.
There are no prerequisites for this course.
Textbook and Course Materials
Marketing for Hospitality and Tourism 8th Edition (Required)
As of Fall 2021, FIU has implemented the Panther Book Pack. This is an affordable course materials subscription rental program providing you with the print and digital course materials required by the instructor at a flat rate of $20 per credit hour. When you registered for this course you were notified via email of the materials included in the Panther Book Pack for all your classes. I recommend that you review the pricing for all materials per semester for the greatest savings. You have the option to opt out of this subscription for the semester until the cancellation of enrollment date for the term. Once you opt out, the flat rate subscription amount will be credited to your student account. For more details, visit http://bookpack.fiu.edu (Links to an external site.).
Expectations of This Course
This is an online course, which means most (if not all) of the course work will be conducted online. Expectations for performance in an online course are the same for a traditional course. In fact, online courses require a degree of self-motivation, self-discipline, and technology skills which can make these courses more demanding for some students.
Students are expected to:
The instructor will:
Communication in this course will take place via the Canvas Inbox. Check out the Canvas Conversations Tutorial or Canvas Guide to learn how to communicate with your instructor and peers using Announcements, Discussions, and the Inbox. I will respond to all correspondences within 24 hours during week days.
In order to mitigate any issues with your computer and online assessments, it is very important that you take the "Practice Quiz" from each computer you will be using to take your graded quizzes and exams. It is your responsibility to make sure your computer meets the minimum hardware requirements.
All assessments will auto-submit when (1) the timer runs out OR (2) the closing date/time is reached, whichever happens first. For example, if a quiz has a closing time of 5:00 pm but the student begins the exam at 4:55 pm, the student will only have 5 minutes to complete the quiz.
Assessments in this course are not compatible with mobile devices and should not be taken through a mobile phone or a tablet. If you need further assistance please contact FIU Canvas Help Team.
In order to mitigate any issues with your computer and online assessments, it is very important that you take the Practice Quiz from each computer you will be using to take your graded quizzes and exams. Assessments in this course are not compatible with mobile devices and should not be taken through a mobile phone or a tablet.
For each chapter assigned from the book, there is a five-question, multiple-choice quiz. Only one attempt to take this quiz permitted, so be sure to have a stable and reliable Internet connection before starting. These quizzes are given to insure that major concepts and principles covered in the reading are being grasped. The quizzes are timed, providing up to 15 minutes to complete all five questions. The entire collection of thirteen (13) chapter quizzes is open and available to be taken any time prior to the deadline set for each week’s assigned material, which is 11:59 pm every Wednesday. The quizzes have a potential of 50 points each, and can contribute up to 650 points toward the overall score.
All assessments (quizzes) will auto-submit when (1) the timer runs out OR (2) the closing date/time is reached, whichever happens first. For example, since the quizzes have a closing time of 11:59 pm, if the quiz is begun at 11:55 pm, there will only be a total of 4 minutes to complete the quiz. All quizzes for the term are open and available from the first day of classes and can be taken any time up to the designated deadline. Quizzes cannot be re-opened or due dates extended after the deadline has passed.
For more information, please review the important information about quizzes page.
Because this class is strictly online, the best way for us to get to know one another better is to introduce ourselves through media. Accordingly, you will need to prepare a video recording of yourself and upload the file. This video will contribute a potential total of 100 points toward your final grade. The following information should be included in your introductory video:
Keep in mind that introduction postings will be seen by all other members of the class, and therefore care should be taken when determining what details to include. The introduction video must be posted to Canvas no later than midnight, Friday, 14 January.
Journal entries are expected to be a compilation of reflections and conclusions drawn out of your learning experiences from the modules. You will summarize concepts or principles that were covered in the readings and assignments, explaining what you learned from them, and providing your thoughts on how those concepts or principles can be applied within the global (worldwide) marketplace. Showing quality depth of thought, be sure to emphasize the differences that might be taken into account relative to other regions, cultures, regulatory environments and/or social contexts.
Note: spelling, grammar, and syntax are an important component of grading. If you need help with checking these, please consult the writing center (Links to an external site.). 5 points will be deducted for these types of errors.
The seven (7) journal entries are worth up to 50 points each, with a potential of 350 points toward your final grade.
Journal entries are to be submitted via Canvas and are due no later than 11:59 pm on the designated Thursday. All journal assignments for the term are open and available from the first day of classes and can be completed any time up to the designated deadline. Journal assignments cannot be re-opened or due dates extended after the deadline has passed.
You are expected to conduct outside cited research and post your thoughts on discussion topics presented throughout the term. There are three (3) topics that can contribute a potential of 100 points each for a total of 300 points toward your final score.
The purpose of the discussion forum is to provide a platform for students to consider how marketing principles may apply differently in the global (international) hospitality, travel and tourism arena based on the norms, attitudes, values, beliefs and social practices of various cultures.
It is expected that students will review other student’s postings and provide comments and/or feedback that reflects depth of thought and consideration. Agreement or disagreement with a fellow student’s posting must be supported by evidence, explanation or a justified alternative viewpoint.
Discussion postings are to be submitted via Canvas and are due no later than 11:59 pm on the designated Friday. All discussion assignments for the term are open and available from the first day of classes and can be completed any time up to the designated deadline. Discussion assignments cannot be re-opened or due dates extended after the deadline has passed.
The final project consists of two parts – one written presentation and one video presentation.
NOTE: Both parts of the final project MUST be submitted. If either or both are not submitted by the designated deadline, the overall final score will automatically be reduced by one letter grade.
Select a non-chain/non-brand hospitality, travel or tourism business (individual hotel, single restaurant, night club, brewery, winery, distillery), travel company (regional/charter airline - not a mainline carrier, yacht service - not a cruise line, tour operator, individual travel agency - not an OTA) or tourism organization’s (CVB, DMO, local attraction - not Disney or Universal) web site for review.
Using the textbook and any other supplemental material provided throughout the course, prepare a concise/brief 2 – 3 page written document (using APA style formatting), identify what you find in the company's website related to the following marketing considerations:
Section One: (40 points)
Web site address (URL)
Section Two: (60 points)
Explain how the core marketing concept of the 4 P’s is represented in the information presented by the company:
Section Three: (60 points)
Describe the target marketing strategy utilized by the company and evaluate to which market segment(s) the information (appeal) is directed.
Section Four: (60 Points)
Identify the evident resources (tools) that are integrated into the web site that enable data gathering and market research.
Section Five: (60 points)
Analyze which micro and macro-environmental influences are specifically addressed by the information included in the web site, providing an example of one factor from micro and one from macro.
Section Six: (60 points)
Differentiate between how the company markets its services, versus how a manufactured good would be marketed, by identifying their approach to:
Section Seven: (60 points)
Provide an assessment of how well this web site incorporates and represents the marketing concepts and principles covered throughout the course, sharing at least one improvement that could be made to enhance its effectiveness.
Total Potential Score of 400 Points
You must use each of the sections provided above as headers in your written assignment. This will insure that you address all of the course learning outcomes. Include a cover page indicating your name, student number, course number and title, academic term and date.
Note: spelling, grammar, and syntax are an important component of grading. If you need help with checking these, please consult the writing center (Links to an external site.). Points will be deducted for these types of errors. The total potential score for this assignment is 400 points.
For the video presentation, using the information presented in your written presentation, discuss the highlights of each of the sections in a 3 – 5 minute video recorded session. Utilizing good business communication skills (Being informative, demonstrating organization and clarity, showing creativity, engaging the viewer, managing time effectively, utilizing visual aids, and maintaining a professional demeanor/attire/setting) talk through each aspect of the written assignment as it relates to the ad (Do not simply read the written portion of the assignment).
Subject: (50 Points)
Organization & Preparation: (50 Points)
Creativity: (40 Points)
Engagement of the Audience: (30 Points)
Time Management: (40 Points)
Visual aids: (40 Points)
Professionalism: (50 Points)
Total Potential Score of 300 Points
The written and video presentations are due the final week of classes (Week seven). The presentation time for the video is to range between 3-5 minutes. The final project written presentation (possible 400 points) and video presentation (possible 300 points) combined have a potential of contributing 700 points toward your final score.
Be sure to also review the complete Final Project Assignment Instructions in Canvas Module #13.
For written assignments, you are required to cite sources properly using an appropriate style manual such as the APA. For details on APA style, see the Publication Manual of the American Psychological Association.
Recommended text for APA style for in-text citations and reference lists:
American Psychological Association (2020). APA publication manual (7th ed,). Washington, D.C.: American Psychological Association.
Zoom Video Conference
Zoom is a video conference tool that you can use to interact with your professor and fellow students by sharing screens, chatting, broadcasting live video/audio, and taking part in other interactive online activities. We may be utilizing this tool to conduct optional (not required) supplemental guest speaker sessions.
Announcements will be made in advance of any scheduled Zoom supported optional activities.
Zoom meetings can be accessed via the Zoom link in the course navigation menu. Once you click on the Zoom link, it will route you to join the meeting for the respective class session. You will also be able to view upcoming meetings, previous meetings that you have already joined, and meeting recordings. Before joining an actual class session:
If you encounter any technical difficulties, please contact the FIU Canvas Help Team. Please ensure you contact support immediately upon the issue occurring.
All scores (grades) will be posted in the Canvas grade book so that course standing and progress are available, and can be continuously monitored, throughout the term.
|Course Requirements||Number of Items||Points for Each||Total Points Available|
|Final Project / Written||1||400||400|
|Final Project / Video||1||300||300|