MKTG 4880: Hospitality and Tourism Marketing

3 Credit Hours

Prerequisite: MKTG 3100, and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00 and in a Coles College Partner Program))
The Hospitality and Tourism industry is the world’s largest and most inherently international sector. This course explores the marketing theories, concepts, and strategies essential for success in the global hospitality and tourism marketplace through an in-depth analysis of environmental factors, industry trends, and ethical considerations. Emphasis is placed on real-world applications, including experiential exercises and projects to help students understand marketing trends and brand management.

Course Learning Outcomes
Goal 1: Environmental Factors
Business majors will understand, apply and synthesize relevant environmental factors in the decision-making process.

Students will explain and interpret the key trends in hospitality and tourism as well as appropriately use the vocabulary of the industry.
Students will explain and interpret the key trends in hospitality and tourism as well as appropriately use the vocabulary of the industry.
Students will describe the field of hospitality and tourism, the hospitality and tourism organizational structure, the financial and operational elements, and human-resource management.
Students will be able to discuss and describe the size, scope and complexity of the hospitality and tourism industry.
Students will evaluate and illustrate the complex interactions between people, corporations and channel members in the hospitality and tourism industry.

Goal 2: Ethics and Values
Business majors will understand, apply and synthesize resolutions to ethical and social concerns in the business environment.

Students will analyze activities and synthesize resolutions to ethical and social concerns in the hospitality and tourism industry.

Goal 3: Analytical Process
Business majors will demonstrate problem-solving skills using appropriate analytical techniques.

Students will be able to discuss how the marketing concept is applied in the hospitality and tourism industry.
Students will be able to scrutinize hospitality and tourism situations and develop solutions.
Students will be able to discuss the importance of control and performance measures in hospitality and tourism.

Goal 4: Communication and Collaboration
Business majors will effectively demonstrate collaboration, leadership and communication skills needed in a business environment.

Students will create presentations that demonstrate their knowledge of the current state of various hospitality and tourism industry current topics.

Goal 5: Discipline Specific

Students will be able to identify characteristics and define service marketing.