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1 HOTEL-MOTEL-RESTAURANT MANAGEMENT Hospitality Marketing Course Number: HMR 5-D0 Time/Day: Mon/Wed: 0:45-:45 Syllabus: Spring 05 Credit: 3 Instructor: Dr. George Ojie-Ahamiojie Office Hours: Office: Room WDC 05D M: :30-3:30pm. Office Phone: T: :30-3:30pm Eamil: W: :30-3:30pm All contact with me should be made through Blackboard course site. COURSE DESCRIPTION: Marketing as a management activity is studied in this course. The course begins by analyzing customers, competition, and the business environment as the first step in developing a marketing plan. The study of advertising, sales promotion, publicity, and public relations follow as students examine the part each plays in a coordinated marketing plan. Students will develop a major hospitality marketing campaign project that will be due for presentation at the end of the semester. Hours: 39 lecture. TEXT: Kotler, P., Bowen, J. T., & Makens, J. C. (04). Marketing for Hospitality and Tourism, 6 th ed., Pearson Prentice Hall, Upper Saddle River, N.J. BLACKBOARD: All students logging into Blackboard affirm that they understand and agree to follow Wor-Wic Community College policies regarding academic integrity and the use of College resources as described in the college catalog. Wor-Wic Community College considers the following as violations of the computer usage policy: Using the campus computing network and facilities to violate the privacy of other individuals. Sharing of account passwords with friends, family members or any unauthorized Individuals. Violators are subject to college disciplinary procedures. SUPPLEMENTAL READINGS: Reading handouts will be distributed and/or posted on Blackboard for reading in class for take home throughout the semester.

2 MY COMMITMENT TO YOU AS YOUR PROFESSOR As your professor in this course, my commitments to you are as follows, but not necessarily in this order: Show empathy and sympathy to you at all times. Never to lower the bar; but to always find a way to raise it to a higher level. Grade your assignments objectively. Find many ways to cajole and motivate you to complete this course, and the program in general. Teach you to the best of my ability, by leaving no stone unturned. Communicate with you if and when necessary out of the classroom. Prepare you to be a professional in the Hospitality Industry. To be visible, available, and accessible to as much as possible. To answer all your questions fully and completely. Open to your suggestions, ideas, perspectives, and opinions. To learn from you as much as I am teaching you. COURSE OBJECTIVES: Upon completion of this course the student should be able to: Course Objectives Assessment Goals Assessment Strategies Demonstrate creative thinking when managing a hospitality business To develop creative thinking skills to be used in marketing a hospitality business. Exam Questions Project GEO,,3,7,8 Explain and use the a. production concept Exam marketing management Questions orientations and b. product concept concepts introduced in class c. selling concept d. marketing concept Class Participation GEO s,,3,5,8 3 Identify those characteristics that describe and predict consumer behavior GEO s,,3,5,6,8 4 Conduct marketing research in the completion of a Marketing Campaign project e. intangibility factor f. customer driven factor g. the four P s of marketing a. Identify those psychological factors that influence customer behavior b. Describe interpersonal factors that influence customer behavior c. Map the buying process of a typical hospitality customer. a. Differentiate between primary and secondary research b. Differentiate between quantitative and qualitative research Project Exam Questions Class Participation Project Class Participation

3 GEO s,,3,5,6,8 5 Utilize market segmentation as a part of your marketing project GEO s,,3,5,8 6 Incorporate sales promotion and merchandising into your marketing project GEO s,,3,5,8 a. Segment a typical hospitality market Project b. Recognize examples of the use of segmentation when assessing various business situations c. Identify supply and demand trends that influence the industry a. differentiate between a sales promotion and merchandising b. Propose a purpose for employing a sales promotion given various scenarios c. Recognize the advantages and disadvantages of using various sales promotions d. Describe the steps of the sales process e. recognize when to use various strategies for closing a sale Class Participation Project Class Participation CLASSROOM PERFORMANCE EXPECTATIONS: I expect you to read all required chapters ahead of class meeting and be ready to be fully engaged and discuss your understanding of your reading in the class. Please mute or silence your cell phone as a sign of respect for your peers and Professor. If any phone rings in class, I will answer the call on your behalf. You may use your cell phone and/or computer to take notes without disturbances. GRADING AND EVALUATION: In Class Activities and Exercises 60 points = 9% Pop Quizzes 40 points = 6% Quiz Syllabus 0 points = 3% Quiz 50 points = 7% Quiz 3 50 points = 7% Quiz 4 50 points = 7% Quiz 5 50 points = 7% Final Exam (Comprehensive) 75 points = % Internet Assignment 30 points = 4% Experiential Paper 30 points = 4% Individual Written Assignment 45 points = 6% Team Hospitality Marketing Campaign Project 50 points = % Attendance 50 points = 7% TOTAL 700 points = 99 % (+/-)

4 GRADING SCALE: 90-00% =A 80 - <90% =B 70 - <80% = C 60 - <70% =D Below 60 =F *GRADING SYSTEM A=Excellent-intellectual initiative as well as high academic achievement. 4 B=Good-above average completion of course requirements. 3 C=Average-satisfactory understanding of course principles and techniques D=Poor-marginal understanding of course principles and techniques F=Unacceptable-course requirements and standards were not met 0 MID-TERM GRADING SCALE 00-55= Satisfactory = Unsatisfactory MID-TERM GRADES AND GRADE EXPECTATIONS All professors are required to submit mid-term grades for all students. The midterm grade in this class will reflect any assessment taken by the day midterm grades are due. Any student who would like to discuss their grades should set up an appointment with me in my office. QUIZZES AND EXAMS There will be four quizzes and one exam during the semester. The quizzes and exam maybe in form of true/false, multiple choices, fill in the blank, matching, or short essay questions, covering all course materials, videos, guest speakers, and field trips. POP QUIZZES There will be pop quizzes given at any time during the course of the semester. Questions will cover any topics and subjects covered in the class; including any field trips and guest speakers. It is therefore imperative for you to read your chapters ahead of each class, and be knowledgeable about the concepts and theories. There will be no make-up of any of these pop quizzes! IN CLASS EXERCISES AND ACTIVITIES There will be in class activities and exercises at different class days during the semester. You cannot make up any of these activities and exercises if you are absent. MAKE UP POLICY I will allow you to make up the quiz or exam; it will however be an essay format. LATE PENALTY: All written assignments must be submitted by the due date. Any late assignment will incur a 0 percent deduction per day. After 0 days, the assignment will not be accepted. All team projects will be presented as scheduled. ATTENDANCE POLICY: Attendance is an essential part of being successful in college and necessary on the job as well.

5 I do encourage every one of you to attend class every day. The successful completion of this course is incumbent on this. Each day you miss a class, you will have two points deducted from the attendance points. If you are going to be absent from class, I will encourage you to call and/or me to inform me of your decision. I however hope I will see you on every class day. SERVICES FOR STUDENTS WITH DISABILITIES Wor-Wic provides reasonable accommodations for students with disabilities, in compliance with the Americans with Disabilities Act of 990 and Section 504 of the Rehabilitation Act of 973. If you are in need of accommodations, please contact the counseling office at (40) For more information, see Wor-Wic's Services for Students with Disabilities web page. CLASS TOPIC SCHEDULE WEEK/DAY MARKETING FOR HOSPITALITY AND TOURISM - TOPICS TIER Jan. Introductory Class & Class Expectations Jan. 6 8 Ch. Introduction: Marketing for Hospitality and Tourism Ch. Service Characteristics of Hospitality and Tourism Marketing 3 Feb. 4 4 Ch. 3 The Role of Marketing in Strategic Planning Ch. 4 The Marketing Environment 4 Feb. 9 Quiz # Ch. 5 Marketing Information Systems and Marketing Research 5 Feb.6 8 Ch. 6 Consumer Markets and Consumer Buying Behavior Ch. 7 Organizational Buyer Behavior and Group Market 6 Feb. 3 Ch. 8 Market Segmentation, Target, and Positioning Individual Written Assignment is Due 5 Ch. 9 Designing and Managing Products & Article Discussion 7 Mar. 4 Quiz # Ch. 0 Internal Marketing & Article Discussion 6 Mar. 9 No classes-spring Break No classes-spring Break 7 Mar. 6 8 Ch. Pricing Products: Pricing Considerations, Approaches, and Strategy & Exercise Ch. Distribution Channel Experiential Paper is Due 8 Mar. 3 Ch. 3 Promoting Products: Communication and Promotion Policy and Advertising 5 Ch. 3, cont. 0 Mar. 30 Apr. Ch. 4 Promoting Products: Public Relations and Sales Promotion Quiz #3 Apr. 6 Apr. 7 Ch. 5 Professional Sales & Article Discussion Ch. 6 Direct and Online Marketing: Building Consumer

6 Apr Apr. 0 4 Apr. 7 9 Relationship & Exercise Internet Assignment is Due Ch. 6 Direct and Online Marketing: Building Consumer Relationship & Exercise Quiz #4 Marketing Presentations Marketing Presentations Project Review, Exercise, Assessment Exam Review & Assessment Exam 0:00 A.M.-:00 P.M. ACADEMIC HONESTY POLICY: (GEO 8) Students are expected to maintain a high level of academic performance. Cheating and plagiarism are defined in Wor-Wic s Student Conduct Policy (appendix of College Catalog). Infractions of this policy may result in the student s failure of the course, exam, quiz or project. DISCLAIMER This syllabus is a working document and subject to change at any time. ATTENTION In the event of a flu epidemic or other emergency that results in the suspension of classes, faculty will be communicating with students about their courses and course requirements, such as assignments, quiz and exam dates, and class and grading policies, via faculty websites or Blackboard. Students will be responsible for completing all these assignments in accordance with class policies. Information about the resumption of classes will be communicated via the College's website and system.

7 APPENDIX PAGE INDIVIDUAL ASSIGNMENT (50 POINTS) Chose a particular culture, identify those characteristics that describe and predict their consumer behavior, discuss these specific behavior in details. Include the following in your paper: Identify the cultural group you selected. What is the population strength of this cultural group? Explain if and why this cultural group can be further segmented. Identify the brands of products and services most frequented by this cultural group (if any). INSTRUCTIONS This paper must be in APA/MLA format, with New Times Roman and font size. Research must go outside your textbook for this assignment. Paper should be two to three pages only. See grading rubric below. EXPERIENCE PAPER (30 POINTS) Due: 03/8 Choose one of the EXPERIENTIAL EXERCISES below for this assignment. Restaurant on page 30 of chapter. Number on page 85 of chapter 3. Number on page 4 of chapter 4. Number on page 54 of chapter 5. INSTRUCTIONS Identify which facilities you chose for your paper by providing the physical address of the facility. Formulate titles or headings for your paper Answer all the questions provided in the exercise in details. What would be your recommendation to the facility chosen? **If you chose any that ask for purchase of any food item, make sure to attach the receipt to your paper. INTERNET ASSIGNMENT (30 POINTS) Due: 04/07 Watch these four ads below, choose one that interests you and answer the questions that follow: Why did this ad interest you? Which company is responsible for this ad? Who is/are the targeted audience? How did you determine this from watching the ad? What does the ad conveys to its audience? Would you patronize this company by buying its product or paying for its services? Why? If you were to change anything in the ad, what would it be?

8 INSTRUCTIONS Copy these questions and type your responses below each question. Be as specific and detailed in your responses as possible. ****On the above three assignments, please copy and paste the questions and type your responses below each question. HOSPITALITY MARKETING CAMPAIGN PROJECT (50 POINTS) Knowing that Ocean City, Maryland, has off and peak seasons, your team is to address this issue in this project. Your team is to develop creative initial to be used in marketing a hospitality business during the off season of Ocean City. Your goal is to do the following: Pick a local hospitality operation (café, restaurant, hotel/motel, and diner). Generate a set of questions and interview the owner/manager as a team, to get insight into their business. Determine their needs for branding and product placement in and outside the community. Determine which of the products or services require top advertising needs. Develop marketing strategies for promoting these products and services. Explain how your team will market and advertise this business, and who will be the target market during the off season. What type of sales promotions and strategies would you use to promote this business? You have a lot of latitude and freedom to show your creativity and ingenuity in this project. PRESENTATION INSTRUCTIONS This team project will be in a PowerPoint presentation that will be delivered live in the last weeks of the semester. Every team member MUST be professional dressed for this presentation. o Professional dressing mean business attire. o Men shirt and tie, not necessarily suit (suit is recommended) o Women, business wear of skirt and blouse, business dress or suit. o No jeans, tennis shoes, sneakers, polo shirt, or any casual wear is permitted. Completed presentation should be ed to me prior to the day of presentation. Slides must have necessary bullet points and must not be wordy and clustered. You may use visual aid on the slides, but cannot be the only information on the slides. You may use props along with your presentation. This project must have all citations and references. Every member of the team must be a full participant in this project. All discussions and individual portion submissions must take place in blackboard. Any member(s) of the team that is not a full and cooperative participant must be made known to me on time. If there is a continuous lack of participation, the team can vote to exclude this member from the team. Communicate this to the member and let me know immediately. You are free to start this project at any time of your choosing. If you have any questions, please do not hesitate to contact me.

9 HOSPITALITY MARKETING CAMPAIGN PROJECT: TEAM GRADING RUBRIC Criteria Content: Presentation had quality and content was relevant Originality and creativity Key points were noted Research was good and extensive First presenter introduced every member of the team Organization/Structure Presentation was well organized, clear, and easy to follow Good transition from one presenter to another presenter Purpose of the project was explained to gain audience attention Visual component Visual components were used appropriately Visual aids contributed to the overall effectiveness of the project Visual aids were professionally used Time management Time was followed and effectively managed General comments Total points INDIVIDUAL GRADING RUBRIC Criteria Presentation: Style of presentation was good Originality and creativity in presenting information Knowledge of concepts and ability to explain without reading notes or slides Visual component Made eye contact and seldom look away from audience Got audience involved Professionalism Proper attire Demeanor and nonverbal cues were appropriate Possible points 40points Possible points 30 points 0 points 0 points 0 points 60 points 0 points 30 points Points earned Points earned

10 Good body language and hand gestures Visual component Props Handouts General comment Total points 0 points 90 points

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