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1. COURSE OBJECTIVES
The course is designed for companies in the hospitality industry. The course provides for learners with the basic marketing knowledge and skills applied in hospitality business such as Hospitality service industry characteristics; Types of hotel services; researching hotel market; Target customers and Design marketing mix decisions to attract and satisfy customer needs.
2. COURSE CONTENT
No.
\Content
Time Allocation
Contributions to CLO
Hour(s) on the class
Essays,
Assignments, Teamwork
Self-study with teacher’s tutorials
Lecture
Practice, Seminar
1
Chapter 1: Understanding the Hospitality Marketing
2
1
1
5.5
1,2,4,5,6,7
2
Chapter 1: Understanding the Hospitality Marketing (con’t)
2
1
1
5.5
1,2,4,5,6,7
3
Chapter 2: The Hospitality Marketing Environment
2
1
1
5.5
1,2,4,5,6,7
4
Chapter 2: The Hospitality Marketing Environment (con’t)
2
1
1
5.5
1,2,4,5,6,7
5
Chapter 3: Customer market behavior
2
1
1
5.5
1,2,3,4,6,7
6
Chapter 3: Customer market behavior (con’t)
2
1
2
5.5
1,2,3,4,6,7
7
Chapter 4: Segmentation, target market and positioning
Midterm Exam
2
1
1
5.5
1,2,3,4,6,7
8
Chapter 5: Product policy (Hospitality services)
2
1
2
5.5
1,3,6,7
9
Chapter 5: Product policy (Hospitality services) (con’t)
2
1
2
5.5
1,3,6,7
10
Chapter 6: Price policy
2
1
1
5.5
1,3,6,7
11
Chapter 6: Price policy (con’t)
2
1
1
5.5
1,3,6,7
12
Chapter 7: Place policy
2
1
2
5.5
1,3,5,6,7
13
Chapter 7: Place policy (con’t)
2
1
2
5.5
1,3,5,6,7
14
Chapter 8: Promotion policy
2
1
2
5.5
1,3,5,6,7
15
Chapter 9: External marketing mix policy
2
1
2.5
5.5
1,2,3,4,5,6,7,8,9,10
Total
30
15
22,5
82,5
3. COURSE ASSESSMENT
- Score ladder: 10
-Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
Class attendance
Checking attendance at least 5 times
1,2,3,8,9,10
10%
Mid-term
Written exam or Group assignment of 5-7 members
o Length: 15-30 pages excluding references and appendices which can be unlimited The number of pages also does not count the cover page and the pages of table of contents, abbreviations, and the list of tables & figures
o The exam paper must have a cover page (with student name, class, and topic); a table of contents, a list of abbreviations, a list of tables & figures; and a list of references
o Citations must be made clear in the paper (referencing can be in the footnotes, or in the text following Harvard citation system which can be seen here, for example, http://libweb.anglia.ac.uk/referencing/harvard.htm)
Criteria:
+ Clear and feasible topics : 2 points
+ Sufficient contents, straight to the point, logical analysis: 4 points
+ Use of variety of references: 1 point
+ Coherent writing, precise citation: 1 points
+ Well-presented, good Q&A part: 2 points
Total: 10 points
2,3,4,5,6,7,8,9,10
30%
Summative
Final exam
Written exam
Closed book exam
Duration: 60 minutes
Questions are included quizzes and short answer essays.
Quizzes (MC/ TF): 4 points
Essays (2 questions): 6 points
1,2,10
60%
Total:
100%
*Extra credit (or bonus points for study encouragement):
- Through class participation and in-class contribution
- Students actively engage in class
- 3 in-class contributions: 1 extra point to mid-term exam, 6 in-class contributions: 1 extra point to final exam. Extra points cannot exceed 2 points for mid-term exam and 1 point for final exam.