Hospitality Marketing Strategy
Sherry Andre, PhD
Virtual Through Zoom, E-Mail, or Phone
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.
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:
*M – Designates the module in which the Course Goal is addressed.
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:
*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:
*M – Designates the module in which the Global Learning Course Outcomes are addressed.
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.
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:
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 http://www.apastyle.org/
Watch APA style free tutorial at http://www.apastyle.org/learn/index.aspx
http://www.apastyle.org/learn/tutorials/basics-tutorial.aspx (The Basics of APA style)
FIU Library Citation, Plagiarism, and APA Resources: http://libguides.fiu.edu/citation
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.
There are no prerequisites for this course.
Marketing for Hospitality and Tourism 7th Edition
Prentice Hall, Jan-2016
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:
The instructor will:
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:
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:
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 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.
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 Requirements||Number of Items||Points for Each||Total Points Available||% of Grade|
|Chapter Quizzes / Journals / Discussions / Virtual Sessions*||19||10||190||45%|
|Promotion Assignment - Video||1||55||55||13.75%|
Final - Written Assignment
(The lowest score will be dropped)
|Letter||Range (%)||Letter||Range (%)||Letter||Range (%)|
|A||95 or above||B||83 - 86||C||70 - 76|
|A-||90 - 94||B-||80 - 82||D||60 - 69|
|B+||87 - 89||C+||77 - 79||F||59 or less|
*Schedule is subject to change.
|Week / Module||Topics||Readings||Assignment|
Module 1 [C05][C07]
Introduction: Marketing for Hospitality & Tourism
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
Module 2 [C01][C05]
|Service Characteristics of Hospitality & Tourism Marketing||Ch. 2|
|Quiz 2 [L02]|
Team Assignment #2
Virtual session: Mon., May 18 10:00 am - 1:00 pm
Module 3 [C02][C03]
The Role of Marketing in Strategic Planning
Quiz 3 [L02][L03][GL01]
Team Assignment #3
Virtual session: Fri., May 29 9:00 am - 1:00 pm
Module 4 [C03]
|The Marketing Environment||Ch. 4||Quiz 4 [L02] [L03] [GL01]|
Virtual Session: Mon., June 1 10:00 am - 1:00 pm
Module 5 [C03]
Managing Customer Information To Gain Customer Insights
Quiz 5 [L04]
Module 6 [C01][C04][C07]
|Consumer Markets & Consumer Buying Behavior||Ch. 6||Quiz 6 [L05]|
Virtual session: Wed., June 17 6:00 - 8:00 pm
Module 7 [C05][C06]
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Quiz 7 [L06]
Module 8 [C04]
|Designing & Managing Products and Brands: Building Customer Value||Ch. 9||Quiz 8 [L07]|
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]
Virtual session: Wed., July 8 6:00 - 8:00 pm
Module 11 [C02] [C06]
|Engaging Customers & Communicating Customer Value and Advertising||Ch. 13||Quiz 10 [L02] [L06]|
Module 12 [C06][C07]
Direct & Online Marketing: Building Customer Relationships
Quiz 11 [L02][L05][L07]
Module 13 [C01][C02][C04][C06][C07]
|Final Project Assignment - Written|