HTA 435: Hospitality Marketing Management Spring 2011 Tuesday 2-3: Quigley Hall

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1 HTA 435: Hospitality Marketing Management Spring 2011 Tuesday 2-3: Quigley Hall Instructor: Nicole L. Davis, PhD. Office Hours: M 2-4p and T/R 9-11a Office: Quigley 207B Phone: ndavis@siu.edu SIUC Hospitality and Tourism Administration This course is being taught in a blended format, combining broth the traditional classroom style of teaching with the online learning environment. Course material has been divided into 6 moudles to aid in the easy of navigating the class. Students will be expected to complete module reading assignments and any other activities included on BlackBoard for each module prior to coming to class. This preparation is essential to your success. Students will be required to attend class only on Tuesdays, unless otherwise noted on the course calendar. Required online work and reading assignments will equal that of a traditional class. A typical traditional 3-hour class requires approximately 8-12 hours of work and study time per week outside of the classroom. You can expect to spent 5-8 hours per week completing online and reading assignments for this class. In addition to this syllabus, students will be provided with module guides that will list objectives, assignments, what to expect in class, etc. These will be posted on BlackBoard prior to each module s open date. **Students will be required to join the HTA 435 Facebook Group, and utilize BlackBoard, as well as Google Apps for this course. Required Books 1. Pearson Customer Course Packet (available at 710 and University Bookstore) 2. Book of your choosing on social media marketing Course Objectives This course concentrates on marketing for hotels, restaurants and tourism. The class will discuss problems and characteristics specific to the hospitality and tourism industry. By the end of the course students will develop a comprehensive strategy for marketing a hospitality operation. The prerequisites for this course are HTA 202 or 302 and Marketing 304. It is assumed that students already have basic marketing knowledge by completing these prerequisites. After completing this course, students will be able to: 1. utelize the language of hospitality marketing; 2. apply marketing principles to the field of hospitality; 3. develop sound marketing strategies; 4. discuss how the internet can aid in making marketing decisions and help market hospitality businesses; 5. identify sources of marketing information; and 6. develop a marketing plan for a tourism-related business. HTA 435 Spring

2 Method of Evaluation Online and Class Activities Team: Segmentation Analysis Environmental Trend Analysis Business Social Media Use Comparison Position Statement Marketing Mix Video Marketing Objectives Budget Marketing Plan (Written Plan and Presentation) Individual: Fast Food Customer Service Comparison Research Article Analysis and Discussion Exams each) New Media Marketing Book journal and discussions End of Semester Survey Attendance and Class/Online Participation Total points 180 points 25 points points 135 points 1,200 points Grade Scale Grade Points A (90%) B C D F 719 or less Major Assignment Descriptions (other assignments will be given in class) Marketing Plan: Students will work in teams to create a marketing plan for a local tourism business of their choice. Teams will be created based on career interests of students. A written marketing plan and presentation will be required. Guidelines will be given in class. New media (aka social media) should be integratred into your plan. The majority of the assignments in this class have been developed to aid in the creation of the overall marketing plan. Work smart teams will be asked to use Google Docs throughout the semester to complete this project. Google Docs and Chat should help teams collaborate electronically as opposed to rearranging schedules to meet. New Media Marketing Book: Students will be required to select a new media marketing book to read throughout the semester. The book should be one that will help in developing a new media strategy for your marketing plan. Although this is an individual assignment, teams can work together to select a variety of books that will help in the overall final project in other words, each team member should read about a different medium. A discussion forum will be kept open in BlackBoard and students will be required to post and discuss on a regular basis. Additionally, students should keep a reflective journal (which can be done in Google Docs and shared with Dr. Davis later) on your reading. Dr. Davis will be completing this assignment as well, in hopes of adding to what you learn. Marketing Mix Video: Working as a team, you will create a 3 minute video that describes how your marketing plan business utilizes the marketing mix (4Ps). We will being working on this in class and each team will present their video and points of discussion. Your videos will be uploaded to YouTube, so it is imperative that you follow copyright lawsm which will be discussed in class. HTA 435 Spring

3 Course Policies Withdrawals: It is the student s responsibility to ensure that the drop process is officially completed by the drop deadline. If you do not officially withdraw from class by the drop deadline, you will receive a grade of F. Student are responsible for dropping themselves from classes via Salukinet. Attendance and Participation: Attendance is required. However, absences are unavoidable. Students are responsible for notifying the instructor of an absence prior to class time. Simply skipping class will result in a lower grade. Students are expected to participate in class discussions daily. Make-up Exams: Exams will be in essay format in given on BlackBoard. As a result, the exams will have a set amount of completion time. If a student does not complete the exam by the scheduled due date, a make-up will not be allowed. Exams will remain open for approximately one week, allowing plenty of time for completion. One you begin the exam, you must complete it in the allotted amount of time on the first try. Late Assignments: All assignments are due as scheduled. Please refer to the course calendar portion of the syllabus for due dates. Late assignments will not be accepted. If you are absent when given an inclass assignment, no make-up will be allowed. Incomplete Grades: Incompleteness will only be given if a student is unable to complete the course work due to a University approved major problem or illness. An incomplete will not be given so that a student can avoid D or F grades. Professional Conduct: Please observe professional courtesy and etiquette at all times this includes interactions on BlackBoard. Students are responsible for class preparation, attendance, exams, and assignments. Blackboard: This course will utilize BlackBoard. It is the student s responsibility to ensure timely and consistent use of the BlackBoard system. If you are having trouble accessing Blackboard or are missing courses from your My Courses page, please call the Information Technology Help Desk at All will be routed through the SIU system. This includes class announcements, individual or group contact with students, and class cancellations should there be a need. As a result, it is the student s responsibility to regularly. SIU can be forwarded to a more regularly used account. Academic Honesty All students are expected to adhere to a strict code of academic honesty. Academic dishonesty will be addressed according to the Policies and Procedures Applicable to Academic Dishonesty as stated in the Important Information for Students, Faculty, & Staff booklet. From the Student Conduct Code, section II, article A: Acts of Academic Dishonesty: A. Plagiarism, representing the work of another as one s own work; B. Preparing work for another that is to be used as that person s own work; C. Cheating by any method or means; D. Knowingly and willfully falsifying or manufacturing scientific or educational data and representing the same to be the result of scientific or scholarly experiment or research; E. Knowingly furnishing false information to a university official relative to academic matters; F. Soliciting, aiding, abetting, concealing, or attempting conduct in violation of this code. HTA 435 Spring

4 Sanctions will be imposed for violations of this policy in accordance with the Student Conduct Code. A copy of the Important Information for Students, Faculty & Staff booklet can be obtained from the Office of the Vice Chancellor for Student Affairs, Mailcode 4308, Southern Illinois University, Carbondale, IL ADA Accommodations: In keeping with the goal of the implementation of the Americans with Disabilities Act (ADA), all students for whom this act applies should notify the instructor no later than the second session of the course so that arrangements can be made for accommodations to meet your educational needs and maximize learning. Emergency Procedures Southern Illinois University Carbondale is committed to providing a safe and healthy environment for study and work. Because some health and safety circumstances are beyond out control, we ask that you become familiar with the SIUC Emergency Response Plan and Building Emergency Response Team (BERT) program. Emergency response information is available on posters in buildings on campus, available on the BERT s website at Department of Public Safety s website at (disaster drop down) and in the Emergency Response Guideline s pamphlet. Know how to respond to each type of emergency. Instructors will provide guidance and direction to students in the classroom in the event of an emergency affecting your location. It is important that you follow these instructions and stay with your instructor during an evacuation or sheltering emergency. The Building Emergency Response Team will provide assistance to your instructor in evacuating the building or sheltering within the facility. HTA 435 Spring

5 HTA 435 Spring 2011 Course Calendar MODULE DATE GENERAL INFORMAITON and ASSIGNMENTS (refer to module guides for more details) Module 1 1/18-2/1 Basic Marketing New Media Marketing 1/18 Course Introduction - Syllabus discussion Discussion of marketing plan project/create groups To Do: Select social media book and post on Bb by 1/25 1/25 Group work to select business and create plan outline In Class: Discuss social media book choices To Do: Prepare for marketing mix video by taking photos of selected business 2/1 In Class: Begin working on Marketing Mix video Due: Business SM Use Comparison Module 2 2/2-2/15 Chapters 1-2 Module 3 2/16-2/22 Chapter 3 Module 4 2/23-3/11 Chapters 4-5 2/8 In Class: Experiential Exercise #1, pg 54 Due: Fast Food Customer Service Comparison (we will discuss) 2/15 Due: Marketing Mix Videos Exam 1: (M1, M2) 2/22 In Class: MKTG plan outline / Position Statement To Do: Create Goolge Doc for marketing plan, share with team and Dr. Davis. 3/1 Due: Marketing Objectives In Class: Draft Environmental Trend Analysis, pg 129 3/8 In Class: Experiential Exercise #2, pg 177 Due 3/7: Online Article Review and Discussion Module 5 3/22-4/5 Chapter 6 3/22 Due: Internet Exercise, pg 218 3/29 Due: Segmentation Analysis 4/5 In Class: Experiential Exercise, pg 218 Exam 2: (M3, M4, M5) Niki gone No Class HTA 435 Spring

6 4/12 In Class: Begin drafting budget Module 6 4/6-4/26 Chapters 7-9 4/19 In Class: Internet exercise, pg 270 In Class: Experiential Exercise #1, pg 311 Due: Budget 4/26 In Class: Case Study, Lucky Larry s, pg 364 In Clas: Survey Exam 3: (M6) Wrap Up 5/3 and 5/5 5/3 5/5 Marketing Plan Presentations (groups 1, 2, 3) Marketing Plan Presentations (groups 4, 5) Due: Social Media Marketing book journal *** Finals Week *** No Final, Enjoy! HTA 435 Spring