Hospitality Marketing Strategy
Sherry Andre, PhD
Virtual Through Zoom, E-Mail, or Phone
Course Description, Purpose, and Goal
Description: 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.
Purpose: 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.
Goal: 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:
Global Learning Outcomes
This is a Global Learning Course. It 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 hybrid course in which all of the instructional materials and activities are delivered within the classroom and through Canvas, and/or other internet-based media.
The class is devoted to teaching you marketing through a hospitality lens. The focus will be on usable skills that you can apply immediately in your current job as well as upon graduation and throughout your career progression. This is a team-based learning type course. The best learning experience can be achieved if you participate actively in the assignments and become 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 hybrid and 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.
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.
Technical Requirements and Skills
One of the greatest barriers to taking an online or hybrid 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 Accomodation
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.
Marketing for Hospitality and Tourism 8th Edition
Philip T. Kotler, John T. Bowen, & Seyhmus Baloglu
Expectations of This Course
You 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.
Discussion posts should be written professionally with demonstrated interaction with your peers. This is an opportunity to connect with your classmates, share your views, and present valuable information.
There will be 10 online quizzes assigned during the semester. You will have one attempt to take each quiz. Quizzes are not timed and may include material from prior assigned chapters or course content.
These quizzes are given to insure that you are capturing the major concepts and principles covered in the reading.
Quizzes are due no later than 11:59 pm every Sunday.
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 the graded quizzes. It is your responsibility to make sure your computer meets the minimum hardware requirements. If you need further assistance please contact FIU Online Support Services.
Each class will include an activity. Most will be team-oriented; however, some may require completion individually. No points will be earned if you are not in class, and only partial points may be earned if you arrive late or leave early. Only partial points may also be given if you are not actively contributing to your team's work and/or meeting expectations..
|Course Requirements||Number of Items||Points for Each||Total Points Available||% of Grade|
|Letter||Range (%)||Letter||Range (%)||Letter||Range (%)|
|A||94 or above||B||83 - 86||C||70 - 76|
|A-||90 - 93||B-||80 - 82||D||60 - 69|
|B+||87 - 89||C+||77 - 79||F||59 or less|