departmentof hospitality management（departmentof酒店管理）.docVIP

San Jose State University Department of Hospitality, Recreation and Tourism Management HSPM/BUS 104 Marketing Research in Hospitality Management Spring 2009 Course Information Instructor: Dr. Tsu-Hong Yen, Associate Professor Hospitality, Recreation and Tourism Management San Jose State University Course Title: Marketing Research in Hospitality Management Course Code: HRTM 104 = 27409 Section: 1 Class Hours: Tuesday and Thursday, 1:30 – 2:45 pm Classroom: MH 324 Office Hours: Monday and Wednesday, 1:00 – 2:45 pm Tuesday and Thursday, 12:00 – 1:15 pm Office Location: SPX 53 Office Phone: (408) 924-3292 E-mail: Hrtm104@ (preferred communication method) Department Phone: (408) 924-3000 Final examination: May 19, 12:15 – 14:30 pm Course Description Advance the philosophy that marketing is a way of doing business that is focused on the customer. Applications of marketing concepts and research techniques to simulate hospitality managers balance of organizational objectives and resources against varying customer needs and opportunities in the global marketplace. Required Text Hair, J. F. Jr., Bush, R. P., Ortinau, D. J. (2006). Marketing Research within a Changing Information Environment, 3nd ed. Boston, MA: McGraw-Hill Irwin. This text is often referred to in class. Please bring your text book to class. It is the student’s responsibility to keep up with the readings and assignments. In addition to the text book, there are ample resources available at this book’s web site, /hair4e. Those resources will be used extensively throughout this course. Readings Johns, N. Pine R. (2002). Consumer behavior in the food service industry: a review. Hospitality Management, 21, 119-134. Kivela, J. J. (1997). Restaurant marketing: selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3), 116-123. Kim, E.J., Geistfeld, L.V. (2003). Consumers’ Restaurant Choice Behavior and the Impact of