School ofChapter 5. Marketing Information Systems and Marketing Research 5 Sept 16 PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES Reading: Chapter

Kelly Werder, JD/MBA HFT 3573, R&H Marketing 1

School of

COURSE SYLLABUS

Please read this syllabus in its entirety. It is a part of the course content.

Further, it is important that you understand what is required in this

course and the time frames for completing assignments and activities.

SECTION 1: COURSE INFORMATION

Course Number & Name: HFT 3573 – Resort & Hospitality Marketing

CRN: 81805

Course Credit Hours: 3

Semester: Fall 2014

Department/Program: Resort and Hospitality Management

Meeting Times/Location: Tuesday, 05:30pm - 08:15pm -- Sugden Resort &Hospitality Mgt 240;

Class also Online via Canvas

Instructor Name: Kelly Werder, JD/MBA

Office Location: RHM 219

Contact Information: email: [email protected] (Please try to use the Inbox within Canvas first) Office Hours: Tuesday: 9:50-10:50 a.m.; 3-5 p.m.; Friday, noon-2 p.m. OR By Appointment

Prerequisites: None

Course Description: An analysis of marketing concept as it relates to resort, club, spa, recreation and

hospitality services. The course focuses on the marketing functions. The use of social media and other

marketing trends is introduced.

Required Text: Marketing for Hospitality and Tourism, 6th Ed. Kotler, Bowen & Makens. Upper Saddle River, NJ: Prentice Hall.

SUPPLEMENTAL READING: Please visit the following websites and/or read the following periodicals and newspapers for current

information:

www.strglobal.com www.hotel-online.com www.ahla.com www.arccorp.com www.hsmai.org www.iaapa.org www.iacvb.org www.hotelmotel.com www.tia.org www.world-tourism.org www.ttra.com www.cohorts.com www.hotelsmag.com www.HotelMarketing.com www.hotelmarketingstrategies.com www.americandemographics.com www.HotelMarketing.com www.hotelmarketingstrategies.com http://www.hotelinteractive.com

Course Website (Canvas):

mailto:[email protected]

http://www.strglobal.com/

http://www.hotel-online.com/

http://www.ahla.com/

http://www.arccorp.com/

http://www.hsmai.org/

http://www.iaapa.org/

http://www.iacvb.org/

http://www.hotelmotel.com/

http://www.tia.org/

http://www.world-tourism.org/

http://www.ttra.com/

http://www.cohorts.com/

http://www.hotelsmag.com/

http://www.hotelmarketing.com/

http://www.hotelmarketingstrategies.com/

http://www.americandemographics.com/

http://www.hotelmarketing.com/

http://www.hotelmarketingstrategies.com/

http://www.hotelinteractive.com/


SECTION 2: MISSION, LEARNING OUTCOMES, & MEASUREMENTS

A. PROGRAM MISSION

“The mission of the Resort and Hospitality Management program is to provide students with core

competencies and experiential learning opportunities in preparation for successful management

careers and leadership roles in the resort and hospitality industry and to instill values of lifelong

learning and community service.”

B. PROGRAM LEARNING OUTCOMES (PLOs)

Upon successful completion of the program students will be able to:

Content/discipline knowledge and skills:

PLO1: Illustrate proficiencies and skills relevant to the operational areas of Resort and Hospitality

Management.

Communication Skills:

PLO2: Apply effective communication skills.

Critical Thinking Skills:

PLO3: Evaluate information and make decisions using critical thinking and problem solving skills.

PLO4: Apply ethical reasoning and professional judgment.

C. COURSE LEARNING OUTCOMES

At the completion of this course, students should be able to:

Relate hospitality marketing concepts and its importance in the market. (PLO 1).

Create a presentation implementing a hospitality marketing strategy incorporating marketing

tactics designed to reach a designated target market (PLO 1, 2, & 3).

Report on marketing trends in the resort and hospitality industry, including social media

marketing and technology. (PLO 1).

Demonstrate effective oral and written communication skills through assignments and

presentations (PLO 2).

Interpret decisions and ethical reasoning that influence integrated marketing programs in resorts

and hospitality organizations (PLO 3 & 4).


D. MEASUREMENTS OF STUDENT LEARNING OUTCOMES

When assessing the learning outcomes below, if a student answer correctly 85 - 100 percent of the

questions used to assess their learning outcomes then the student EXCEEDS EXPECTATIONS.

With 70 – 84 percent score the students will MEET EXPECTATIONS. If the students obtain less

than 70 percent then their performance are BELOW EXPECTATIONS.

ALC/ILO/ PLO

Learning Objectives

Course Learning Outcomes Assessment Use To

Measure Outcomes

Content/Discipline

Knowledge & skills

Relate hospitality marketing concepts and its

importance in the market. (ILO1, PLO 1).

Create a presentation implementing a

hospitality marketing strategy incorporating

marketing tactics designed to reach a

designated target market (ILO1, 2, & 3; PLO

1, 2, & 3).

Report on marketing trends in the resort and

hospitality industry, including social media

marketing and technology. (ILO1, PLO 1).

Assignments,

Discussions (online and

in-class)

Communication

ILO2 & PLO 2




designated target market (PLO 1, 2, & 3).

Demonstrate effective oral and written

communication skills through assignments

and presentations (PLO 2).

Assignments, Final

Project

Critical/Analytical

Thinking

ILO 3, PLO 3& 4




designated target market (PLO 1, 2, & 3).

Interpret decisions and ethical reasoning that

influence integrated marketing programs in

resorts and hospitality organizations (PLO 3

& 4).

Assignments,

Discussions (online and

in-class), Final Project


ALC – Academic Learning Compact (State of Florida requirements)

ILO – University Learning Outcomes

PLO – RHM Program Learning outcomes

SECTION 3: LEARNING OUTCOME EVALUATION METHODS AND GRADING POLICIES

A. Course Grading: assigned based on the total number of points earned on the following assignments:

GRADE COMPONENT

POSSIBLE

POINTS

% OF

GRADE

INDIVIDUAL ASSIGNMENTS

Online Assignments/Discussions ( 3 @ 10 points each) 30 30%

Ethics Quiz (1 @ 5 points) 5 5%

Written Assignments (2 @ 10 points each; 1 @ 5 pts) 25 25%

Final Project (1 @ 20 points) 20 20%

Final Project Presentation (1 @ 10 points) 10 10%

Attendance/In Class Participation 10 10%

Total Course Points 100 100%

B. How your final course grade is determined based on percentage points?

Grade Percentage Range

A 93% - 100.0%

A- 90% - 92.9%

B+ 88% - 89.9%

B 83% - 87.9%

B- 80% - 82.9%

C+ 78% - 79.9%

C 70% - 77.9%

D+ 68% - 69.9%

D 63% - 67.9%

D- 60% - 62.9%

F Less than 60.0%

C. Course Requirements:

Reading: This course will be delivered both On Campus and online via Canvas. In preparation for each

week, students are responsible for reading the assigned chapter(s) prior to class or the online discussions.

Students are also responsible for learning the material in the chapters, demonstrating understanding of

topics in the discussions, and assignments. They are expected to ask questions about any area they do not

understand.

Discussions: Discussions are a key aspect of this course. Some weeks, you will have a Discussion topic

posted online related to Hospitality Marketing. To receive full credit, you must post your initial response

by Wednesday of that week (approx. 200 words) addressing the key issues and related marketing concepts,

and a minimum of two substantive replies by Sunday of that week.


In Class Attendance and Participation: Points will be awarded for in-class attendance and participation.

Students are expected to come to class prepared and participate in any in-class activities.

Assignments: ALL papers must be submitted in APA format with Cover Page and Reference Page, and

proper citation. Content pages should be a minimum of 2-3 pages. Please see specific assignments in the

Schedule below and on Canvas.

Final Project – Students will create a Marketing Campaign for a particular hospitality business they have

been studying throughout the course. Your final plan will need to include a paper (in APA format with

References incorporated) describing the components of the campaign, including the target market, all

advertising, events, social media, etc. A budget will need to be included as well. Additional details about

the scope of this assignment will be shared in class and on Canvas. You will also present your campaign in

class to your classmates.

SECTION 4: TEACHING METHODS, PHILOSOPHY, & MESSAGE TO STUDENTS

A. TEACHING METHODS

The methodology for this course will include instructor presentation, class discussions, online

assignments and written assignments.

B. TEACHING PHILOSOPHY

The best learning experience is an interactive one. This class will offer ample opportunity for

student participation and to apply learning principles to realistic case studies and situations.

C. MESSAGE TO STUDENTS

This Class prepares students for applying marketing concepts to Resort & Hospitality

management. You should leave this class with knowledge and skills you can use in future

employment experiences and/or future classes.

“The instructor reserves the right to amend the tentative schedule as

deemed necessary.”

SECTION 5: TENTATIVE CLASS SCHEDULE

NOTE: Class Weeks run from Monday through Sunday. All weekly Discussions and Assignments

due dates are noted below and on Canvas.

WEEK Class Date

Chapters, Topics, Assignments, & Deadlines

1

Aug 19

Introductions, Review Syllabus & Assignments, Course Objectives and Course Calendar. Review of writing expectations and resources. PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Reading: Chapter 1. Introduction: Marketing for Hospitality and Tourism


2

Aug 26

Assignment 1 Due, Monday, August 25: Submit 3 options for Final Project subject to approval. This can be any type of hospitality business (hotel, restaurant, cruise line, golf club, attraction, spa, etc.). Additional specifics will be discussed in class during Week 1. Papers must be in APA format and submitted online via Canvas. Bring a copy with you to discuss in class on Aug 26. PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Reading: Chapter 2. Service Characteristics of hospitality and Tourism Marketing

3

Sept 2

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Reading: Chapter 3. The Role of Marketing in Strategic Planning

4

Sept 9

PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES Reading: Chapter 4. The Marketing Environment Ethics – Ethics Quiz available online via Canvas after class, due by Sunday. Chapter 5. Marketing Information Systems and Marketing Research

5

Sept 16

PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES Reading: Chapter 6. Consumer markets and Consumer Buying Behavior Chapter 7. Organizational Buyer Behavior of Group Market Chapter 8. Market Segmentation, Targeting, and Positioning

6

Sept 23

Assignment 2 Due, Monday, Sept 22: Using your Final Paper subject approved by Prof. Werder, discuss the Target Market of your chosen hospitality business supporting your findings with references/citations from the textbook and/or other library-quality references. Papers must be submitted in APA format with Cover Page and Reference Page, and proper citation. Content pages should be a minimum of 2-3 pages. Please bring a copy with you to class on Tuesday, September 23 for discussion. Reading: PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Chapter 9. Designing and Managing Products Chapter10. Internal marketing


7

Sept 30

Online Assignment/Discussion Forum – initial post due Wednesday, Oct 1; minimum of two replies due by Sunday, Oct 5.

Discussion - Pricing: Chapter 11 - Pricing Products: Pricing Considerations, Approaches, and Strategy

{{Please note: For all Discussion Forums – initial post is due Wednesday; minimum of two replies due by Sunday.}}

Read Chapter 11 - Pricing Products: Pricing Considerations, Approaches, and Strategy.

Using the subject of your Final Project as an example, share their pricing strategy in your initial Discussion post. What is the pricing strategy? Why type of market are they attracting (e.g. luxury? value conscious? etc.) Do they offer a tiered pricing? Do they often offer discounts or sales? Share as much as you can about Price for your subject. Support your analysis with references from the textbook. Be sure to include References. (200 - 500 words)

After sharing your post, please read and reply to a minimum of two other classmates. Replies should be substantive, add to the conversation, ask questions and/or include new information. Include references from the textbook in your replies where appropriate. "I agree" and "Great Post" will NOT be considered as meeting this requirement. (100 - 200 words)

Be sure to review your post and replies for proper spelling and grammar.

Reading: PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Chapter 11. Pricing Products: Pricing Considerations, Approaches, and Strategy

8

Oct 7

Assignment 3 Due, Monday, October 6: Using your Final Project subject approved by Prof. Werder, research the advertising and marketing distribution channels currently used by your chosen hospitality business. What is their advertising mix? What media do they focus on? (e.g. TV? Social? Online?) Are they advertising in print? How about events and trade shows? Be sure to explore all channels. Papers must be submitted in APA format with Cover Page and Reference Page, and proper citation. Content pages should be a minimum of 2-3 pages. Please bring a copy with you to class on Tues, October 7 for discussion. Reading: PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING


MIX Chapter 12. Distribution Channels

9

Oct 14

Reading: PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Chapter 13. Promoting Products: Communication and Promotion Policy and Advertising

10

Oct 21

Reading: PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Chapter 14. Promoting Products: Public Relations and Sales Promotion Chapter 15. Professional Sales

11

Oct 28

Online Assignment - Discussion Forum – initial post due Wednesday, Oct 29; minimum of two replies due by Sunday, Nov 2. Discussion - Online Reviews; Chapter 16 - Direct and Online Marketing: Building

Customer Relationships


One area of online marketing – that is part PR, part social media – is review sites. For this online Assignment/Discussion, please review your recent experience (within past month) at a hotel, restaurant, attraction or other hospitality venue. Post your review on a site such as TripAdvisor, Yelp!, or the business' Facebook page. Please take care to be polite in your reviews, use proper grammar and spelling and share both positive feedback and constructive criticism if possible. Post a copy of your review in your initial post to the Discussion forum along with a link to the actual review. Please note if your review had any response or comment from the business.



Reading:


PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Chapter 16. Direct and Online Marketing: Building Customer Relationships

12

Nov 4

Destination Marketing Online Assignment/Discussion Forum – initial post due Wednesday, Nov 5; minimum of two replies due by Sunday, Nov 9.

Discussion: Chapter 17 - Destination Marketing


Review Chapter 17 – Destination Marketing. Select a Destination anywhere in the world that you would like to visit – preferably somewhere you have not yet visited. Research this destination. Share the destination and the marketing that you encountered as you researched the destination. What types of marketing did you find? Who was marketing? (individual businesses? CVB? Chambers of Commerce?) What marketing tactics got your attention? Did anything in your research turn you off from this Destination? What suggestions would you make in regards to marketing this Destination? Share anything else that you found of interest in your post.

Support your analysis with references from the textbook. Be sure to include References. (200 - 500 words)



Reading: PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Chapter 17. Destination Marketing Continue work on your Final Project – Marketing Campaign – due Nov. 21

13

Nov 11 VETERNS’ DAY – NO CLASS

VETERNS’ DAY – NO CLASS ON CAMPUS Continue work on your Final Project – Marketing Campaign – due Nov. 21


14 Nov 18 Final Project Due, Friday Nov. 21 – Students will create a Marketing Campaign for a particular hospitality business they have been studying throughout the

course. Your final project will need to include a paper (in APA format with References incorporated) describing the components of the campaign, including the target market, all advertising, events, social media, etc. A budget will need to be included as well. Who are you trying to reach? What is the goal of this particular marketing campaign? How will you reach your target market? What would you spend on this marketing campaign? What type of return on investment (ROI) are you expecting? All of these questions should be answered within your paper. Support your marketing recommendations with sources used in this class or other library-quality references. Submit your paper in the Canvas classroom and bring a copy to class on Dec 2 for discussion.

Readings: PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Chapter 18. Next Year's Marketing Plan

15

Nov 25

Present Marketing Campaigns in Class – 5 minute presentation discussing your Final Project presented to your classmates. You may use presentation boards, PowerPoint, Prezi, etc. to present to the class.

16

Dec 2

Present Marketing Campaigns in Class – 5 minute presentation discussing your Final Project presented to your classmates. You may use presentation boards, PowerPoint, Prezi, etc. to present to the class.

“The instructor reserves the right to amend the tentative schedule as deemed necessary.”

SECTION 6: CLASSROOM FORMAT, POLICIES, MANAGEMENT STATEMENT

A. CLASS ROOM FORMAT

All Class Discussions and Activities will be conducted in class or online via Canvas. ALL

assignments are to be submitted ONLINE by the deadline through the Course Website on Canvas.

CLASSROOM POLICIES

Assignments must be submitted online by the date due. Late penalties will be applied to

assignments submitted after the due date noted on the course syllabus and in Canvas.

If you need to submit an assignment late due to illness or other issues, please contact the

professor. Assignments may not be accepted late without specific approval by the professor.

All written assignments should be carefully proof-read, free of grammatical and spelling

errors, and in APA format.

SECTION 7: UNIVERSITY & COLLEGE STANDARDS & POLICIES


Academic Behavior Standards and Academic Dishonesty - All students are expected to demonstrate

honesty in their academic pursuits. The university policies regarding issues of honesty can be found in the

FGCU Student Guidebook under the “Student Code of Conduct” on page 11, and “Policies and

Procedures” sections on pages 18 - 24. All students are expected to study this document which outlines

their responsibilities and consequences for violations of the policy. The FGCU Student Guidebook is

available online at http://studentservices.fgcu.edu/judicialaffairs/new.html

Copyright – The university requires all members of the university community to familiarize

themselves and to follow copyright and fair use requirements. You are individually and solely

responsible for violations of copyright and fair use laws. The university will neither protect nor

defend you nor assume any responsibility for employee or student violations of fair use laws.

Violations of copyright laws could subject you to federal and state civil penalties and criminal

liability, as well as disciplinary action under university policies.

Disability Accommodations Services - Florida Gulf Coast University, in accordance with the Americans

with Disabilities Act and the university’s guiding principles, will provide classroom and academic

accommodations to students with documented disabilities. If you need to request an accommodation in

this class due to a disability, or you suspect that your academic performance is affected by a disability,

please contact the Office of Adaptive Services. The Office of Adaptive Services is located in Howard

Hall 137. The phone number is 239‐590‐7956 or TTY 239‐590‐7930

University Policy about Student Observance of Religious Holidays - All students at Florida Gulf

Coast University have a right to expect that the University will reasonably accommodate their religious

observances, practices, and beliefs. Students, upon prior notification to their instructors, shall be excused

from class or other scheduled academic activity to observe a religious holy day of their faith. Students

shall be permitted a reasonable amount of time to make up the material or activities covered in their

absence. Students shall not be penalized due to absence from class or other scheduled academic activity

because of religious observances. Where practicable, major examinations, major assignments, and

University ceremonies will not be scheduled on a major religious holy day. A student who is to be

excused from class for a religious observance is not required to provide a second party certification of the

reason for the absence.

http://www.fgcu.edu/generalcounsel/files/policies/4.005%20Student%20Observance%20of%20Religious

%20Holidays.pdf

Grading Policies and Grading Systems - The grading system at FGCU is described in the FGCU

Catalog and is overseen by the Office of Planning and Institutional Performance.

(http://www.fgcu.edu/catalog/) In accordance with FERPA (Family Educational Rights and Privacy Act, 1974), grades may not be

announced in class or displayed in any public view by use of the Student ID number (or social security

number) in a paper or electronic format. Electronic display format includes email or a web-based

environment such as Angel.

SECTION 7: UNIVERSITY & COLLEGE STANDARDS & POLICIES CONT.

Retention of Papers, Tests, Student and Class Records - University policy dictates that any materials,

hardcopy or electronic, that contribute to the determination of a course grade be maintained by individual

faculty for one full academic year after the end of the semester. In addition, departments/programs must

maintain all records pertinent to grades for any faculty no longer with the university.

http://www.fgcu.edu/generalcounsel/files/policies/4.005%20Student%20Observance%20of%20Religious%20Holidays.pdf

http://www.fgcu.edu/generalcounsel/files/policies/4.005%20Student%20Observance%20of%20Religious%20Holidays.pdf


Eagle Mail - is Florida Gulf Coast University’s student e-mail system. Your FGCU Eagle Mail account

MUST be activated. If you are a first time student, you will need your PIN and Student ID, both of which

are assigned at registration.

- If you don’t know your PIN, you will need to go to the Registrar's office to retrieve it.

- To activate your account, visit http://admin.fgcu.edu/IS/applications/studentaccts/activate.asp.

- The ANGEL (at http://elearning.fgcu.edu) will be used as the primary application for learning and

communication. Additional course information may be distributed via Eagle Mail, so make sure you

know how to retrieve your Eagle mails, and check it very frequently (at least once a day).

- Log in to ANGEL at http://elearning.fgcu.edu. You need to use FGCU Eagle Mail account and

password to log in.

- Assignments, instructions, and other course information on ANGEL are integral components of the

course material and are hereby incorporated as part of this syllabus.

The FGCU Writing Center - assists student writers through free, accessible, learning-based writing

consultations. Our primary goals are to help students improve their abilities to think independently, to

write critically, and to learn and implement strategies that will assist them in producing effective writing

assignments. Consultants help writers with brainstorming, formulating a clear thesis, developing their

ideas, and revising. Writing Center sessions are designed to assist writers in improving their ability to

revise independently. Writing Consultants also help writers identify issues of style and mechanics;

however, they do not edit or proofread. The Writing Center is located in Library West, 202C. Library

West is not accessible from the main Library building (Library East). Phone: 239/590-7141

Documents

School ofChapter 5. Marketing Information Systems and Marketing Research 5 Sept 16 PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES Reading: Chapter