Syllabus

College of Hospitality and Tourism Management

Semester: Fall 2013

Course Number and Section:TRM487

Course Title:Marketing Tourism and Recreation Services

Credit Hours: 3

Classroom: Vini 311

Meeting Times:Section A: TTH (9:40am -11:00am)

Session B: TTH (11:10-12:30pm)

Required Text: Hospitality and Travel Marketing, 3rd Ed. (2009) by Alastair M. Morrison. Published by Delmar. ISBN: 1418016551

Other Required Materials: handouts

Instructor Information:

Name:Zongqing Zhou, PhD

Office Hours:TTH: 12:30-2pm/W: 1-4pm

Office Location: Vini 412

Office Phone:286-8271

Fax Number:286-8271

E-Mail for anything but assignments:

E-Mail for Assignments Only:

My website address:

College Website:

Course Description:

The primary objective of this course is to acquaint students with the fundamental concepts and practice of tourism, hospitality and sports marketing. Efforts will be made to apply these concepts and practices to other hospitality industries. This course will focus on understanding marketing principles, marketing mix, tourism product, consumer behavior, communications and marketing strategies and techniques.

Prerequisites:

None

Methods Of Instruction:

A number of teaching methods will be applied that include:

  1. lectures
  2. class and group discussions
  3. field trips if available.

College of Hospitality and Tourism ManagementEducation Goals:

  1. Students will demonstrate the ability to communicate effectively through a balance of oral and written communication skills
  2. Students will demonstrate problem solving and critical thinking skills
  3. Students will be exposed to the social values of ethical decisions making s well as apprised of the costs to society of unethical decisions
  4. Students will acquire practical industry related skill sets
  5. Students will find success in job placement commensurate with their interests
  6. Students will be afforded opportunities to work and study in environments containing diverse groups of people in multicultural/international settings

Course Learning Objectives:

Upon successful completion of this course, students should be able to:

  1. tell the difference between traditional marketing principles and tourism marketing principles
  2. demonstrate the mastery of the 8Ps in tourism marketing
  3. Critique and develop a marketing plan
  4. Develop an appreciation of the role of marketing in hospitality and tourism industry.

Assessment Measures:

Specific course objectives / Assessment Methods / College goals
1. tell the difference between traditional marketing principles and tourism marketing principles / class discussions
final paper
oral presentation
tests / 1, 2
2. demonstrate the mastery of the 8Ps in tourism marketing / class discussions
term paper
tests / 1, 2
3. Critique and develop a marketing plan / term project
classroom demonstrations
class assignments / 3,4
4. Develop an appreciation of the role of marketing in hospitality and tourism industry / presentation
term project / 2 and 4

Grading System:

Exams: Three Tests and Final

Grading: 3 tests---15% each (45% total); Final---20%;

Class Attendance and participation--10%

Term project: paper (15%); presentation (10% )

Term Project:

Objective: The purpose of this project is to give students an opportunity to apply what they learn in class to solve practical marketing problems.

Basic Requirements:

  1. The company’s overall marketing plan and strategy
  2. Ask if the company has a marketing plan (in written form).
  3. What is their marketing budget (specific amount or % of the total revenue) and how do they arrive at that budget?
  4. Who is in charge of the marketing? (if it is a ‘chain’ hotel, what are the responsibilities of the franchised hotel?)
  5. What is their high and low season and why
  6. What is their high-season marketing plan and strategies
  7. What is their low-season marketing plan and strategies
  8. What is (are) their target market(s)
  9. How successful are their marketing efforts
  10. What are some of the problems and issues in marketing their products and services
  11. Does the company use the marketing system concept in doing its marketing plan?
  12. Is there any difference between what they have been doing in marketing and what you have learnt from the class
  13. What would you do to improve their marketing if you were given the opportunity
  14. What you have learnt from this exercise?

Group size: 2

Minimum Pages: 5 (double space, 12 point)

Maximum Pages: 10 (same standard as above)

Due date: see class schedule

Class Policies and General Administrative Practices

  1. Attendance: as you might have noticed that I count your attendance as part of your grade. It is important to note here that your attendance includes participation in class discussions, which means that you are expected to do the readings before each class. If you don't read prior to the class discussion, you risk losing a significant amount of course credit because you are unprepared to participate in class discussions. Missing classes more than three times will result in the loss of your entire attendance grade and adversely affect your total class grade. You are required to inform your instructor, prior to the class meeting, if you cannot attend class. If you need to be absent on a test or exam day, you will take a test or exam prior to the day on which you will be absent. You need to take the initiative to arrange for a time convenient for all involved. . Please remember: A lack of planning on your part does not constitute an emergency on the part of your instructor.
  2. Extra credit: Extra credit assignments are not available.
  3. Papers and Presentations: It is important that you are responsible for proper spelling and neatness. You are expected to demonstrate in an all of your assignments and presentations a high degree of accuracy and professionalism.
  4. Due Date: Unless written permission is received in advance of the due date, all assignments have to be turned in on the day they are due. Assignments must be submitted on the day they are due and at the hour for which they are assigned. Should classes be cancelled by the institution due to weather or any other occurrence, assignments, exams, etc. are due at the next class meeting. When classes are canceled by your instructor due to professional obligations, you will be informed in advance and a special task will be assigned.
  5. Tests and Exam Policy: contents of the tests are non-redundant and non-repetitive, which means that chapters that are covered in the previous will not be included in the later tests. However, the final exam will include all materials except the chapters covered in the first quiz and midterm. It is important to note that contents of the tests and the exam will include materials from the textbook and from handouts as well as from whatever is covered by the instructor in the class. Taking notes in the class is very important and is greatly encouraged.

Academic Honesty

Please review the Academic Honesty statement in the catalogue and be familiar with the definitions of Cheating and Plagiarism as well as procedures related to a violation of the academic honesty code of ethics.

Academic Honesty

The integrity of an academic community necessitates the full and correct citation of ideas, methodologies, and research findings. In addition, each student can promote academic honesty by protecting his or her work from inappropriate use. Academic honesty is essential to ensure the validity of the grading system and to maintain a high standard of academic excellence. The principal violations of academic honesty are cheating and plagiarism.

Cheating

includes the unauthorized use of certain materials, information, or devices in writing examinations, or in preparing papers or other assignments. Any student who aids another student in such dishonesty is also guilty of cheating. Other possible forms of cheating include submitting the same work in more than one class without permission.

Plagiarism is the presentation of ideas, words, and opinions of someone else as one’s own work. Paraphrased material, even if rendered in the student’s own words, must be attributed to the originator of the thought.

Students with Disabilities

Students with documented disabilities who may need accommodations, who have any emergency medical information the instructor should know of, or who need special arrangements in the event of an evacuation, should make an appointment with the instructor as early as possible in the semester, preferably no later than the first week of the semester. Students must also register with Diane Stoelting, Coordinator of Specialized Support Services (286-8076, ) in order to facilitate the provision of needed accommodations.

Counseling Services and Academic Support

The strains and workload of student life can sometimes feel overwhelming and it is easy to lose perspective when faced with academic, social, and personal demands. The staff of the office of counseling services in the lower level of Seton Hall and the Academic Support staff in the LearningCenter in Seton Hall are here to help students manage the stresses of university life. All private consultations are confidential and free of charge. Appointment can be scheduled by calling 286-8536 (Counseling) or 286-8072 (Office of Academic Support).

Chronological Outline of Topics to be Covered:

Day / Date / Topic / Assignments and Due Dates
T / Sep 3 / Syllabus and Course Overview; Term project team assignment / Chap. 1
TH / Sep 5 / Introduction to Marketing (1) / Chap. 2
T / Sep 10 / Introduction to Marketing (2) / Chap. 3
TH / Sep 12 / Introduction to Marketing (3) / first test (chaps 1-3)
T / Sep 17 / Test result returned and analyzed
TH / Sep 19 / Planning: customer behavior (2) / Chap. 4
T / Sep 24 / Planning: Analyzing Marketing Opportunities / Chap. 5
TH / Sep 26 / Planning: Marketing Research (1) / Chap. 6
T / Oct. 1 / Planning: marketing research (2) / Chap. 6
TH / Oct. 3 / Planning: Segmentation / Chap. 7
T / Oct. 8 / Planning: Segmentation; Second test / Chap. 7; Second test
TH / Oct. 10 / Second test returned and analyzed/planning / Important: must attend
T / Oct 16 / ISTTE Conference in Germany / No classes all week
TH / Oct. 18 / ISTTE Conference in Germany
T / Oct 22 / Planning: Marketing Strategies: Positioning / Chap. 8
TH / Oct 24 / Planning: marketing plan and 8ps / Chap. 9
T / Oct. 29 / Planning: marketing plan and 8ps / Chap. 9
TH / Oct. 31 / Implementation: Product and Partnership / Chap. 10
paper outline due. Send it to
T / Nov. 5 / packaging and Programming / Chap. 12
TH / Nov. 7 / Third test (chaps. 8-12) / Chap 11 is not included
T / Nov. 12 / Third Test returned / Third test analyzed
TH / Nov. 14 / Communication process / Chap. 14
T / Nov. 19 / Advertising (2) / Chap. 15
TH / Nov. 21 / Sales and Merchandising, Personal Selling / Chap. 16; 17
Digital copy of your paper is due. Email paper to this email address: . Please include your name, student no. and section of the class.
Mon / Nov. 26 / Thanksgiving recess / Starts after the last class
T / Dec. 3 / Presentation begins / Your final hard copy of the paper is due at the time of your presentation
TH / Dec. 5 / Presentation / Your final hard copy of the paper is due at the time of your presentation
T / Dec. 10 / presentation / Your final hard copy of the paper is due at the time of your presentation
TH / Dec. 12 / Examination weeks starts / See final exam schedule below
T / Dec. 17 / No class
TH / Dec 19 / Fall semester ends / Merry Christmas and Happy New Year!

Final Exams: if you are taking this class onYour exam will be on

TTH at 9:40 a.m. / Monday, Dec. 16 / 8:10-10:00 a.m.
TTH at 11:10 a.m. / Wednesday, Dec. 18 / 12:10-2:00 p.m.

Bibliography

Kotler, P., Bowen, J.T. & Makens, J.C. (2005). Marketing for Hospitality and Tourism (4th Edition). Prentice Hall.

Hsu, C.H. & Powers, T. (2001). Marketing Hospitality (3rd Ed.). Wiley.

Reid, R.D.Bojanic, D.C. (2005). Hospitality Marketing Management (4th Ed.). Wiley

Shock, P.J., Bowen, J.T. & Stefanelli, J.M. (2003). Restaurant Marketing for Owners and Managers. Wiley

Shoemaker, S., Lewis R.C., & Yesawich, P.C. (2006). Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for Competitive Advantage (4th Edition). Prentice Hall.

College of Hospitality and Tourism Management

NiagaraUniversity

CODE OF PROFESSIONALISM

PREAMBLE

The College of Hospitality and Tourism Management at NiagaraUniversity educates and prepares students for a global environment, instills character and competency, and prepares students for personal and professional activities. Our program and curriculum provide a current and high quality education to grant students with a strong foundation for becoming leaders in the worldwide hospitality and tourism industry. Through a professional curriculum, practical learning experiences, and co-educational activities, our program is a leading national and international school of hospitality and tourism management.

In maintaining a professional environment, the college recognizes four cornerstones of professionalism - attitude, appearance, preparation, and conduct. All students in the College of Hospitality and Tourism Management will pursue, respect, and uphold our “Code of Professionalism,” for both the benefit and progress of the students and the college, both for today and for the future.

CORNERSTONES

ATTITUDE:

  • Our attitude should at all times project a professional image.
  • Our attitude will convey energy and enthusiasm.
  • Our attitude will illustrate our commitment; we are committed to academics, our program, our university, and our industry.
  • Our attitude will allow our individual personalities to shine through without compromising the professional presence of the whole.
  • Through our attitude, we will show respect towards others.

APPEARANCE:

  • The first component of our appearance is proper attire. Proper attire will maintain our professional image. Most college functions such as guest speakers, alumni panels, recruiting events, and convocations require professional dress. We describe professional dress as a suit and tie for men, and a business suit for women. Our attire should be classic or traditional, and should look clean and pressed.
  • The second component of our appearance is the area of grooming and hygiene. In this area we seek to achieve the standards of the traditional business environment.

PREPARATION:

  • Academic preparation is central to our program goals.
  • Proper preparation for speakers and interviews dictates research. Researching the company, the individual, and the industry segment will allow us to make a good impression and will ensure a positive learning experience.
  • We are prepared to challenge our faculty and administration to maintain high professional standards in the classroom, and to take an active role in our professional development.

CONDUCT:

  • Proper conduct within all settings allows us to practice hospitality and etiquette.
  • We, through our conduct, seek to be accountable and responsible.
  • When dealing with industry professionals and/or alumni, we are conscious of the need for proper greetings and introductions.
  • We recognize the importance of follow up and responsiveness in our industry, and seek to demonstrate these objectives in our interactions with professionals and alumni. Most follow-ups require a reminder or a thank you note.
  • Our conduct should at all times demonstrate respect, while certain situations may warrant being politely aggressive.

OUR RESOLVE

Each student in the College of Hospitality and Tourism Management at NiagaraUniversity recognizes the importance of supporting our program. It is our goal to maintain a professional presence in all of our educational activities, practical learning experiences, and when representing our college at any, and all, events. We believe our support and professional presence will generate critical mass in the areas of recruitment and speakers. We aim to stand out in our industry, both individually and collectively. By striving to uphold and maintain our four cornerstones of professionalism, we will maximize opportunities, create connections, and establish relationships to further the opportunities of our students and our program.

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