General Information

Professor Information

Instructor

Mike Hampton, Ed.D.

Office

HM Building #357 | Biscayne Bay Campus

phone

(305) 919-4018 Office | (954) 684-6460 Mobile

Office Hours

By Appointment

Course Description and Purpose

An examination of the role of marketing strategy and management within the overall strategic planning process of hospitality/tourism organizations.

Why This Course Is Important To You:

To be an effective leader and manager in hospitality, as well as travel and tourism, it is critical that there be an understanding of how to drive top-line revenue.  One primary source is sales and marketing. This course helps students gain an insight on how business generation is facilitated through the development of a marketing plan.  In doing so, students will learn how to recognize market demand for product and service offerings, set price positioning and value propositions for optimal results, determine which distribution channels will effectively reach targeted markets, and identify best practices to communicate marketing messages to the market targets.

Course Objectives

The course is designed to provide graduate students in Hospitality & Tourism Management with a basic understanding of the core concepts and applications of marketing management and their application to the hospitality industry. This includes the following objectives: 

  • Understand the core marketing concepts of services marketing, customer value, satisfaction and loyalty
  • Understand the role of marketing in strategic planning
  • Explain different approaches to marketing research and consumer behavior analysis
  • Evaluate market segmentation and target marketing strategies
  • Analyze brand positioning and differentiation strategies
  • Explain the essential components of a marketing plan


Learning Outcomes

Upon successful completion of this course, students will be able to: 

  • Conduct market segmentation and identify target markets
  • Develop marketing strategies for customer retention, satisfaction and loyalty
  • Develop brand positioning and pricing strategies to achieve a competitive advantage.
  • Create a marketing plan for a selected hospitality, travel or tourism organization

Important Information

Policies

Please review the FIU's Policies and Netiquette 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.

 As a member of the FIU community you are expected to be knowledgeable about the behavioral expectations set forth in the FIU Student Code of Conduct.

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.

Privacy Policy Statements for partners and Vendors

Please visit our Technical Requirements webpage for additional information.

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 to 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 Handbook.

Academic Misconduct includes: Cheating – The unauthorized use of books, notes, aids, electronic sources; or assistance from another person with respect to examinations, course assignments, field service reports, class recitations; or the unauthorized possession of examination papers or course materials, whether originally authorized or not. Plagiarism – The use and appropriation of another’s work without any indication of the source and the representation of such work as the student’s own. Any student who fails to give credit for ideas, expressions or materials taken from another source, including internet sources, is responsible for plagiarism.

Learn more about the academic integrity policies and procedures as well as student resources that can help you prepare for a successful semester.

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.

Course Prerequisites

This course has the following prerequisite(s): HFT 3503 or HFT 4509. Review the Course Catalog. webpage for prerequisites information.

Textbook and Course Materials

<p>Marketing Management (Recommended Not Required)</p>
title : 

Marketing Management (Recommended Not Required)

authors : 

Philip Kotler, Kevin Lane Keller

publisher : 

Pearson/Prentice Hall, 15th edition

publish date : 

2015

isbn 10 : 

0134058496

isbn 13 : 

9780134058498

title : 

Publication Manual of the American Psychological Association (Recommended)

authors : 

American Psychological Association

publisher : 

American Psychological Association, 6th edition

publish date : 

2009

isbn 10 : 

1433805626

isbn 13 : 

978-1433805622

notes : 

Recommended Supplement

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.

Course Detail

Course Communication

Communication in this course will take place through class discussion board postings, assignment feedback and exchange comments, and via private communication through the Canvas Learning Management System or Canvas Email.

The Canvas Email feature is an additional communication tool within the Learning Management System that allows users to send email messages to the instructor and other students enrolled in the course. Those messages are also transmitted through the students' FIU email on record. 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. 

Discussion Forums

Throughout the term, you will be provided with several opportunities to take a stance on a marketing concept, issue or subject area, sharing your position on the topic in an open dialogue with your classmates.  Keep in mind that, by design, your discussion forum postings will be seen and read by other students taking the course. Care should be given when determining what to post.

You are expected to post responses to the discussion question that show reflective and insightful depth of thought by Friday and reply to at least two other students' posts by Sunday. Review the Discussion Rubric that is provided in the Discussion Forum section of Canvas for grading information.

Your timely participation is expected. Active engagement in the discussion forum involves not only posting your message by the deadline but also understanding your classmate’s perspectives and sharing your views on the topic by responding thoroughly and respectfully to each other’s messages.  Agreement or disagreement with a fellow student’s posting must be supported by evidence, explanation or a justified alternative viewpoint. Do not wait until the last minute, but plan ahead and provide your submissions and responses well before the deadline.


Assessments

Throughout the course, each module contains an “optional insights quiz” that presents five questions – that can be taken within a 15 minute time period - related to marketing concepts, principles and applications.  The questions are aligned with the recommended chapter readings, as well as with each module’s research questions. You may take these quizzes at any time (in any sequence) in order to gauge your grasp of the content.  Although a quiz score is provided, the points DO NOT contribute to your final grade.  They simply serve as a resource to help you in assessing how well you know the material; and, they provide a means for identifying potential topics that need your further attention.

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 Online Support Services.

Assignments

Introduction Video

Because this class is strictly online, one of the best ways 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 score. The following information should be included in your introductory video:

  • Your name (e.g., My name is Mike Hampton)
  • Where you are from (e.g., I was born and raised in Miami, Florida)
  • Where you are in the program (e.g., I am a just starting out as a graduate student in the Hospitality Management Master’s program)
  • Where you are currently working (or most recently worked) and which position you hold (or previously held).
  • What you plan to do when you complete the graduate program – specify which sector of the industry you intend to pursue (e.g., I want to teach marketing at Florida International University because it has the best hospitality students in the country).
  • Anything else interesting that you would like to share/hobbies or “free time” activities (e.g., I am a major fan of professional cycling and I am a coffee connoisseur).
  • Include at least one visual element (video, audio, photo, image, prop, symbol or other tangible item) that represents who you are (something that represents your “brand”).

Keep in mind that your introduction postings will be seen by other members of the class, and therefore care should be taken when determining what to share.

Practical Application Assignments

In preparation for development of the final project, there will be a series of assignments that will facilitate the research, analysis and assembly of information that will be needed.  

Final Project

Working individually, you will develop a model marketing plan for a selected hospitality, travel or tourism business, following the guidelines provided in the textbook for this course (Chapter 2) and in the assignment instructions.  You may supplement those guidelines with additional structural and content drawn from an industry mentor, an existing marketing plan from the business you selected, the model Casino Marketing Plan (Module 3) or other cited resources.  Having completed each of the Practical Application Assignments throughout the course, the majority of your work for this project will have already been done.  Your primary culminating task will be to assemble, organize, refine and edit what you have been progressively creating, blending it all into one comprehensive document. 

The plan must include at least the following sections, and these must be used as headings within the final project document:

  • Executive summary (25 Points)
    • Introduction
      • Overview
      • Mission
      • Vision
    • Current Performance Metrics
    • Projected Performance Impact
  • Situation Analysis
    • Environmental Scan
      • Micro Environmental Factors (30 Points)
        • Company
        • Customers
        • Competition
        • Suppliers
        • Intermediaries
        • Publics
      • Macro Environmental Factors (30 Points)
        • Demographic Conditions
        • Economic Conditions
        • Socio-Cultural Conditions
        • Natural Conditions
        • Technological Conditions
        • Political-Legal Conditions
    • Demand Analysis (30 Points)
      • Current Demand
        • Market Share
      • Potential Markets
      • Available Markets
      • Target Markets
      • Penetrated Markets
        • Market Mix Contributions
    • SWOT analysis (30 Points)
      • Strengths
      • Weaknesses
      • Opportunities
      • Threats
  • Goals & Objectives (40 Points)
    • Goals for Performance Metrics Overall
    • Objectives (by Target Market)    
  • Strategies & Tactics (40 Points)
    • Strategic Game Plan (for ONE Selected Target Market)
    • Tactical Implementation
    • Timeline & Schedule
  • Budget (40 Points)(For the Selected Target Market)
    • Revenue
      • Tactical Income
    • Expenses
      • Tactical Costs
  • Evaluation & Effectiveness Assessments (40 Points)(For the Selected Target Market)
    • Monitoring Methods & Systems
    • Data Reporting Procedures
    • Feedback & Control Processes
  • References (25 Points)
  • APA Publication Standards Compliance (20 Points)

Important Note: For this project exercise, in order to maintain manageability under the existing time constraints, select only one of the organization's target markets for which to prepare the strategies, tactics, budget, evaluation and control sections.

Although you’re encouraged to work on your marketing plan with other classmates in a group of up to 4 participants, circumstances may dictate that undertaking the project individually is most feasible.  This may be done with sufficient justification and with the instructor’s prior approval.

Students must obtain approval from the instructor for the selected hospitality, travel, or tourism business for which the model marketing plan will be developed. All selections must be approved by the instructor no later than the submission date for the Practical Application Assignment #2, involving the creation of the marketing plan outline. The final paper will be no longer than 15 typed double-spaced pages using a Calibri 11-point font size; The minimally required section headings and additional subheadings must be used to organize the paper. Papers must be prepared in APA format (Use APA style for in-text citations and reference lists). For details on APA style, see the Publication Manual of the American Psychological Association.

The final paper must be submitted electronically to your instructor by using the Canvas Assignment Drop Box. For assignment submissions, you may either upload your assignment files (Microsoft Word and PDF only) from your computer to the assignment drop box or enter text directly into the text box. As noted earlier, late work cannot be accepted after the due date/time.

Late or Missed Work Policy

All assignments/papers are due at the specified time on the date due. Due dates are not negotiable. Any late work turned-in past the due date will not be accepted without prior approval, providing official written notification to the professor in advance. The instructor reserves the right to determine whether the reason for the late work is acceptable.

Grading

Course Requirements
Total Points PossibleWeight
Introduction Video
7510%
Discussion Forum Assignments
250 (50 points each)20%
Practical Application Assignments500 (100 points each)40%
Final Project35030%
Total
1,500100%
LetterRange (%)LetterRange (%)
LetterRange (%)
A93 or aboveB84 - 86C71 - 76
A-91 - 92B-81-83D61- 70
B+87-90C+77 - 80F61 or less

Course Calendar

Weekly Schedule

The format of this course is a combination of content review, online discussions, homework assignments, article or supplemental resource critiques, situation analysis, and the development of a model marketing plan for a hospitality, travel or tourism business. In order to successfully complete this course, students must engage in exercises and presentations as well as the analysis of industry scenarios and submit all assignments and reports on time.

* The instructor reserves the right to make changes as necessary to this syllabus and schedule.  

WeekTopicTasks
Week 1
January 6 - January 12

Module #1

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter One 

Defining Marketing for the New Realities

Video: A New Look At The 4 P’s Of Marketing

Optional Insights Quiz #1 

Introduction Video (Due Wednesday, 8 January)

Week 2
January 13- January 19

Module #2

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Two

Developing Marketing Strategies and Plans

Video: Marketing Plan: How To Get Started

Video: Marketing Planning Process

Article: Developing The Casino Marketing Plan

Optional Insights Quiz #2

Practical Application Assignment #1 (Due Wednesday, 15 January)

Week 3
January 20 - January 26

Module #3

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Three

Collecting Information and Forecasting Demand

Optional Insights Quiz #3

Discussion Assignment #1 (Due Friday, 24 January)

Week 4
January 27 - February 2

Module #4

Recommended Reading: Chapter Four

Conducting Marketing Research

Video: Marketing Briefs: What Is Market Research:

Video: A Millennial Shift In Hotel Marketing

Optional Insights Quiz #4

Practical Application Assignment #2 (Due Wednesday, 29 January)

Week 5
February 3 - February 9

Module #5

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Five

Creating Long-Term Loyalty Relationships

Video: Putting A Price On Customer Loyalty

Optional Insights Quiz #5

Discussion Assignment #2 (Due Friday, 7 February)

Week 6
February 10 - February 16

Module #6

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Six

Analyzing Consumer Markets

Optional Insights Quiz #6
Week 7
February 17 - February 23

Module #7

Recommended Reading: Chapter Eight

Tapping Into Global Markets

Optional Insights Quiz #7

Practical Application Assignment #3 (Due Wednesday 19 February)

Week 8
February 24 - March 1

Spring Break

 No Classes

Week 9
March 2 - March 8

Module #8

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Nine

Identifying Market Segments and Targets

Video: Episode 101: How To Use Market Segmentation

Video: Why Segment Your Market

Video: RFM Analysis For Customer Segmentation And Loyalty Analysis

Optional Insights Quiz #8 

Discussion Assignment #3 (Due Friday, 6 March)

Week 10
March 9 - March 15

Module #9

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Ten

Crafting the Brand Positioning

Video: What Is A Brand?

Video: Tourism Marketing: Goals, Objectives, Strategy, Tactics

Optional Insights Quiz #9

Week 11
March 16 - March 22

Module #10

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Eleven

Creating Brand Equity

Optional Insights Quiz #10 

Practical Application Assignment #4 – (Due Wednesday, 18 March)

Week 12
March 23 - March 29

Module #11

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Fourteen

Designing and Managing Services

Video: Services And Its Characteristics

Optional Insights Quiz #11

Discussion Assignment #4 (Due Friday, 27 March)

Week 13
March 30 - April 5

Module #12

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Sixteen

Developing Pricing Strategies and Programs

Video: Pricing Strategies

Optional Insights Quiz #12 

Practical Application Assignment #5 – (Due Wednesday, 1 April)

Week 14
April 6 - April 12

Module #13

Questions For Research … Learning About Marketing Management

Recommended Reading: Chapter Nineteen

Designing and Managing Integrated Marketing Communications

Video: So What Is Integrated Advertising?

Video: What Is Digital Marketing? Explained!

Optional Insights Quiz #13 

Discussion Assignment #5 (Due Friday, 10 April)

Week 15
April 13 - April 18

Module #14
Final Project
Final Project Submission (Due Thursday, 16 April)