General Information

Professor Information

Instructor Profile Picture


Sherry Andre, PhD





305-919-6313 Office

786-417-7242 Mobile

Office Hours

Virtual Through Zoom, E-Mail, or Phone

By Appointment

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 the student 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 students to evaluate, describe, and design marketing activities utilizing practical insights within an international context.

Course Objectives

Upon completing this course you will have acquired the knowledge and ability to apply the concepts and principles of marketing in the context of the hospitality, travel and tourism industry in global settings. Students will be able to:

  1. Explain the core marketing concepts of internal marketing, target marketing, socially responsible marketing, and relationship marketing in a local, global and intercultural environment.(M02)(M06)(M10)(M13)
  2. Define the core concepts of marketing strategy, including the marketing plan, corporate culture, the value chain, generic growth strategies, SWOT analysis, Porter’s three generic strategies, and the mission statement of an organization at a local, global and intercultural level.(M03)(M11)(M13)
  3. Contrast among the core concepts of market research and environmental scanning, including the macro environment, the market research process, market demand, and market forecasting at local, global and intercultural levels.(M03)(M04)(M05)
  4. Describe the core concepts of target marketing strategy, including market segmentation and positioning in a local, global and intercultural environment.(M06)(M08)(M13)
  5. Distinguish service versus product marketing strategy, including the Five-Gap model of customer services, as well as the unique considerations in developing brand strategies for services in a local, global and intercultural environment.(M01)(M02)(M07)(M09)
  6. Demonstrate the core marketing concepts of customer expectations, customer value, customer satisfaction, and customer loyalty in a local, global and intercultural context.(M07)(M09)(M11)(M12)(M13)
  7. Exhibit professional written and oral communication skills.(M01)(M06)(M12)(M13)

*M – Designates the module in which the Course Goal is addressed.

Learning Outcomes

The course will enable you to grasp the basic concepts, principles and practices of hospitality, travel and tourism marketing and apply them in practical situations. In particular, students will be able to:

  1. Evaluate the target marketing strategy of a hospitality, travel or tourism firm by accepting shared responsibility for solving local, global and intercultural problems (Global Engagement).(M01)(M02)(M11)(M12)(M13)
  2. Identify marketing strategies for competitive advantage.(M01)(M02)(M03)(M09)(M10)(M11)(M12)(M13)
  3. Demonstrate an understanding of the interrelated macro environment components influencing a global company (Global Awareness).(M03)(M04)(M09)(M10)
  4. Analyze the different components of market segments in local, global and intercultural environments (Global Perspective).(M05)(M06)(M13)
  5. Differentiate between services marketing characteristics and those of product marketing.(M02)(M05)(M06)(M11)(M12)(M13)
  6. Explain the role of customer expectations in customer satisfaction and retention.(M01)(M05)(M07)(M08)(M10)(M11)(M13)
  7. Conduct a multi-perspective analysis of service marketing, including local, global and intercultural considerations (Global Perspective).(M07)(M08)(M09)(M10)(M11)(M12)(M13)
  8. Demonstrate the ability to effectively communicate using proper elocution, including eye contact, voice volume and modulation in a brief oral presentation.(M01)(M13)
  9. Demonstrate the ability to effectively use audio visual material that are presented in a readable format related to an assigned topic.(M01)(M13)
  10. Discuss prevailing world conditions associated with marketing at local, global and intercultural levels (Global Awareness).(M01)(M02)(M03)(M04)(M05)(M06)(M07)(M08)(M09)(M10)(M11)(M12)(M13)
  11. Identify local, global and intercultural issues associated with internal marketing and demonstrate how they would take action on them within the context of their own management and leadership approach (Global Engagement).(M01)(M02)(M03)(M04)(M05)(M06)(M07)(M08)(M09)(M10)(M11)(M12)(M13)

*M – Designates the module in which the Learning Objective is addressed.

Global Learning Course Outcomes

This course exposes students to the principles of marketing within the context of global application.  Upon completion of this course, students will:

  1. Have become aware of the interrelatedness of local, global, international and intercultural issues, trends and systems as they pertain to marketing for hospitality, travel and tourism businesses (Global Awareness).(M03)(M04)(M05)(M06)(M07)(M08)(M10)(M11)(M13)
  2. Have acquired the ability to develop a multi-perspective analysis of local, global, international and intercultural marketing issues for hospitality, travel and tourism businesses (Global Perspective).(M05)(M06)(M08)(M09)(M13)
  3. Have developed a basis for engaging in local, global, international and intercultural problem solving involving marketing for hospitality, travel and tourism businesses (Global Engagement).(M07)(M09)(M11)(M13)

*M – Designates the module in which the Global Learning Course Outcomes are addressed.

Teaching Methodology

This is a fully online course in which all of the instructional materials and activities are delivered 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 not a theory class. The best learning experience in an online course can be achieved if you participate actively in the assignments and become immersed and engaged with the material.

Important Information


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. That means being able to manage and organize computer-based electronic 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 proficiency in using a computer. Please go to the "What's Required" webpage to find out more information on this subject.

You will be presented with a range of supplemental case study analyses and video presentations that reinforce and augment the text material.  Additionally, you will undertake industry research in order to develop perspectives and input for discussion topics and for creating reflective journal entries.  All learning material other than outside research is linked from the course modules and assignments. 

As the course progresses throughout the term, you will be exposed to global context examples of applied marketing concepts and principles and will be asked to utilize critical thinking skills to investigate and to draw conclusions on the application of those concepts and principles in the global marketplace.

This course utilizes the following tools:

  • Reading Assignments
  • Discussion Assignments
  • Case Study Analyses
  • Quizzes
  • Journal Assignments
  • Video Assignments
  • Written Assignments

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.

Students are expected to provide proper acknowledgement or reference citations for materials drawn from websites, publications, journals, or any other outside source. Students who are caught cheating or plagiarizing will be penalized with a grade of ZERO for the assignment/test/quiz/project in question. For details on copyright and fair use policies, visit the Purdue Reference List: Basic Rules 

For written assignments, students 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 (2009). APA publication manual (6th ed,). Washington, D.C.: American Psychological Association.

See also

Watch APA style free tutorial at (The Basics of APA style)

FIU Library Citation, Plagiarism, and APA Resources:

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

There are no prerequisites for this course.


Marketing for Hospitality and Tourism  7th Edition
title : 

Marketing for Hospitality and Tourism  7th Edition

authors : 
Philip T. Kotler, John T. Bowen, Seyhmus Baloglu, James Makens
publisher : 

Prentice Hall, Jan-2016

publish date : 
isbn 10 : 


isbn 13 : 


notes : 

Access to e-text available at Course Smart or My Pearson Store.

Expectations of This Course

As a fully online course, this means that all of the course work will be conducted online, facilitated through the Canvas system. Expectations for performance in an online course are the same as those for a traditional course. In fact, online courses typically require a higher degree of self-motivation, self-discipline and technology skills, which can make these types of courses more demanding for some students.

You are expected to:

  • Review the Getting Started information located in Module 0
  • Introduce yourself to the class during the first week by posting a video self-introduction
  • Take the practice quiz to ensure that your computer is compatible with Canvas
  • Interact online with the instructor and peers
  • Review and follow the course calendar
  • Log in to the course at least once per week
  • Respond to discussion boards, and journal postings within the assigned time
  • Reply to emails
  • Submit assignments by the corresponding deadline

The instructor will:

  • Respond to emails and text messages within 2 days (although the intent is to reply to texts and emails within 24 hours)
  • Grade assignments within one week of the assignment deadline

Course Detail

Course Communication

Communication in this course will take place via the Canvas Inbox. You can view the Canvas Conversations Tutorial to learn more about how to communicate with your instructor and peers using the Inbox, Announcements, and Discussions.

See the Canvas Guide on communicating with course users for more information.

Visit our Writing Resources webpage for more information on professional writing and technical communication skills.

Discussion Forums/Virtual Class Meetings

Discussion postings are to be submitted via Canvas and are due no later than 8:00 am every Saturday. No points can be allocated for discussion submissions that are late or missing.

Introduction Video Discussion Forum

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.   The following information should be included in your introductory video:

  • Your name 
  • Where you are from 
  • Where you are in your degree program (e.g., I am a junior in the Hospitality Management program)
  • Any work or volunteer experience you would like to share
  • What you want to do when you graduate – specify which sector of the industry you want to pursue
  • Anything else interesting that you would like to share/hobbies or “free time” activities 
  • Include at least one visual element (prop, symbol or other tangible item) that represents who you are (something that represents your “brand”).

Discussion Postings/Virtual Class Sessions

In this course, we will have a minimum of six (6) scheduled virtual class times.  Attendance in these sessions will exclude you from select discussion board postings.  Please note the following days and times:

  • Wednesday, May 13 at 6:00 pm - Course introduction and overview
  • Friday, May 15 at 1:00 pm - Guest speaker - Adam Steward; CEO of Sandals Resort and FIU Alum
  • Monday, May 18 at 10:00 am - Meet your international teammates
  • Friday, May 29 at 9:00 am - X-Culture panel discussions
  • Monday, June 1 at 10:00 am - Present to your international team
  • Wednesday, June 17 at 6:00 pm - Mid-term check point
  • Wednesday, July 8 at 6:00 pm - TBD

If you are unable to participate in any of the above classes, you must notify me in advance (at least 24 hours notice).

For discussion board posts, you are expected to conduct outside cited research and post your thoughts on discussion topics presented throughout the term.  Professional spelling and grammar should be used.

The purpose of the discussion forum is to provide a platform for students to consider how marketing principles may apply differently in the global (worldwide) 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.

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.

Note:  spelling, grammar, and syntax are an important component of grading. If you need help with checking these, please consult the writing center. 5 points will be deducted for these types of errors.


For each chapter assigned from the book, you will have a multiple-choice quiz.  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 8:00 am every Saturday.

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.

Journal Entries

Journal entries are expected to be a compilation of reflections and conclusions drawn out of your learning experiences.  Reflecting on content helps with learning retention.  Although points will not be deducted for spelling and grammatical errors, your submissions should be professional.

Journal entries are to be submitted via Canvas and are due no later than 8:00 am on Saturday.  No points can be allocated for journal submissions that are late or missing.

Team Assignment

For the first part of the semester, you will work with a group of 5-6 other students from the class.  In addition, you will be partnered with an International team of students studying at the University of Palermo.  Your team at FIU will be developing a promotional marketing video for the Event Management students studying in Italy.  Collaborative work will take place both online and outside of our classes.  This component supports the Global Learning initiative that is part of this course.  You will also have the opportunity to practice your own leadership skills.  Further information can be found in Module 1 and will be discussed during our first virtual session on Wednesday, May 13 at 6:00 pm.


Course RequirementsNumber of ItemsPoints for EachTotal Points Available% of Grade
Introduction Video120205%
Chapter Quizzes / Journals / Discussions / Virtual Sessions*191019045%
Team Submissions
Promotion Assignment - Video

Final - Written Assignment

(The lowest score will be dropped)

LetterRange (%)LetterRange (%)LetterRange (%)
A95 or aboveB83 - 86C70 - 76
A-90 - 94B-80 - 82D60 - 69
B+87 - 89C+77 - 79F59 or less

Course Calendar

Weekly Schedule* 

*Schedule is subject to change.

Week / ModuleTopicsReadingsAssignment

Week 1

Module 1 [C05][C07]

Introduction: Marketing for Hospitality & Tourism

Ch. 1

Introduction Video [L08] 

Quiz 1 [L01]

Team Assignment #1

Virtual session:  Wed., May 13 6:00 - 8:00 pm

Virtual session:  Fri., May 15 1:00 - 2:00 pm

Week 2

Module 2 [C01][C05]
Service Characteristics of Hospitality & Tourism Marketing
Ch. 2

Appendix A
Quiz 2 [L02]

Team Assignment #2

Virtual session:  Mon., May 18 10:00 am - 1:00 pm

Week 3

Module 3 [C02][C03]

The Role of Marketing in Strategic Planning

Ch. 3

Quiz 3 [L02][L03][GL01]

Team Assignment #3

Journal 1

Virtual session:  Fri., May 29 9:00 am - 1:00 pm

Week 4

Module 4 [C03]
The Marketing Environment
Ch. 4Quiz 4 [L02] [L03] [GL01]

Team Video

Virtual Session:  Mon., June 1 10:00 am - 1:00 pm

Week 5

Module 5 [C03]

Managing Customer Information To Gain Customer Insights

Ch. 5

Quiz 5 [L04]

Discussion 1

Week 6

Module 6 [C01][C04][C07]

Consumer Markets & Consumer Buying Behavior
Ch. 6Quiz 6 [L05]

Discussion 2

Virtual session:  Wed., June 17 6:00 - 8:00 pm

Week 7

Module 7 [C05][C06]

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Ch. 8

Quiz 7  [L06]

Journal 2 

Week 8

Module 8 [C04]
Designing & Managing Products and Brands:  Building Customer ValueCh. 9Quiz 8 [L07]

Discussion 3

Week 9

Module 9 [C05][C06][C07]

Module 10 [C01]

Pricing: Understanding & Capturing Customer Value

Distribution Channels | Delivering Customer Value

Ch. 11 & 12

Quiz 9 [L02][L03]

Discussion 4

 Virtual session:  Wed., July 8 6:00 - 8:00 pm

Week 10

Module 11 [C02] [C06]
Engaging Customers & Communicating Customer Value and Advertising
Ch. 13Quiz 10 [L02] [L06]

Discussion 5

Week 11

Module 12 [C06][C07]

Direct & Online Marketing: Building Customer Relationships

Ch. 16

Quiz 11 [L02][L05][L07]

Journal 3

Week 12

Module 13 [C01][C02][C04][C06][C07]

Final Project Assignment - Written

Final Projects

Written [L10][L11][GL01][GL02][GL03]