Modified: May 08, 2005

Course Description & Prerequisite

This course overviews the discipline of marketing as it relates to the tourism and hospitality industry. Important topics may cover marketing philosophies, service characteristics, marketing intelligence, marketing strategy, purchasing behaviors, marketing research, marketing mix, distribution channels, segmentation, targeting, positioning, destination marketing and e-marketing. Special emphasis will be placed on analyzing marketing environment and on understanding the diversity of the marketing practices used by tourism/hospitality marketers in today's global marketplace. The course is designed for graduate students who want to pursue marketing-related positions in the tourism or hospitality industry. Basic college-level statistical knowledge is required.

Course Objectives

After the completion of this course, you should be able to:

• Understand basic marketing principles/concepts and key terms in the marketing discipline.
• Relate learned concepts/theories to marketing practices in tourism and hospitality industries.
• Expand your knowledge and skills in marketing research techniques (including literature search, marketing survey, and questionnaire design) and appreciate marketing research with its applications in tourism and hospitality businesses.
• Design and conduct an online marketing survey.
• Use the APA (American Psychological Association) style to communicate in academic writing.

PDF syllabus is available upon request.