williamf.harrahcollegeofhoteladministration.docVIP

William F. Harrah College of Hotel Administration University of Nevada Las Vegas TCA 380-006 Hospitality Marketing Fall 2005 ? Instructor Kathryn LaTour, Ph.D. 243 Stan Fulton Building Office Tel.: 895-1794 Email: Use WebCT Class Hours: Tuesday 2:30-3:45 PM Meeting Place: BEH 123 Office Hours: Tuesday 11:45 – 2:15 PM, Wednesday 1:30-4PM (or by appointment) ? Course Description The course is designed to introduce basic marketing concepts and applications in the hospitality industry, such as: Marketing Planning Marketing Information and Research (internal and environmental factors that affect marketing strategies) Consumer Behavior Segmentation, Targeting, and Positioning Product Strategies Pricing Strategies Place (location) Strategies Promotional Strategies The organization of the course focuses on the conceptual and practical aspects of marketing. Besides class lectures, the course will be supplemented with videos, guest speakers (if available), and case studies. Course Objectives The overall objective of the course is for students to possess a working knowledge and skills of marketing and be able to apply marketing concepts and principles to resolve marketing issues in the hospitality industry. Specifically, at the end of the instruction, the students should be able to: Define the marketing concept and relate it to the hospitality industry; Identify four service characteristics affecting the marketing of a hospitality/travel product (that makes it different from other types of products); Understand how marketing fits into the overall business strategy and identify different growth strategies for hospitality organizations; Describe both the macroenvironmental and microenvironmental forces that affect the company’s ability to serve its customers and be able to perform a SWOT analysis; Explain the concept of the marketing information system and the marketing research process; Analyze and critique marketing research, be able to develop