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THE UNIVERSITY OF SOUTHERN MISSISSISSIPPI

Department of Tourism Management TM 442 Hospitality Marketing Instructor: Babu George, MTA, PhD, Assistant Professor, CoB, USM. Course Objectives:

To introduce the learner to the concepts of marketing in the context of the specific nuances
associated with the hospitality industry. To understand the hospitality service providers, intermediaries, and consumers To examine the influence of globalization and technological revolution upon hospitality marketing practice. To learn how to develop a marketing program for a hospitality business To initiate the learner to the basics of market research

Course Outline: This course applies the general principles of marketing to the hospitality and tourism industries. The study provides a foundation for those specializing in the marketing of hospitality and associated services. It is enriched with examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. The study culminates with an outline for development of a marketing program, preparing the learner for a comprehensively effective role in marketing management. Course Method: The course will run as a blend of lectures, group discussions, case-studies, written assignments, micro-projects, and experiential learning methods. The instructor will employ a lot of case studies to supplement theory instruction. Wherever possible, reading material for a class will be announced in the preceding class. Students will be accountable for reading the assigned material prior to class and coming to class prepared to discuss the implications of the assigned readings. Suggested Text: Kotler, P. Bowen, J. & Makens, J. (2005). Marketing for Hospitality and Tourism. Pearson Education. Evaluation: Overall class participation: 20%; Case-analysis skill: 25%; Written assignment: 25%; and Micro-project (development of a marketing plan): 30%. (59% and Below=F; 60-69%=D; 70-79%=C; 80-89%=B; 90% and Above=A). The final grading will be on a scale such that the average students get C grade; B and A grades toward the upper extreme; and, D and F grades toward the lower extreme. As part of the term paper, each student has to do a detailed review of literature on a topic related to hospitality marketing. This literature review has to be submitted in type-written form as a scientific paper, following one of the standard referencing styles. The students will be assessed for their understanding of, and the degree of their learning in, the more conceptual and theoretical aspects of the topic, as well as for their understanding of the more practical and applied aspects of the topic. The term paper has to be submitted via Turnitin.com. More details will be provided later.

The micro-project will be a group assignment: the instructor shall constitute groups of 3-5 students who would prepare a marketing plan for the hospitality organization of their choice. The groups will present their plans in the class in addition to submitting the same in the type written format. Evaluation will be based on the rigor of the study and the effectiveness of the presentation. More details will be provided later. Overall class participation will be judged based on the degree of involvement of the student in the classroom activities exhibited by inquisitiveness, contribution to discussions, attendance during the sessions, promptness in responding to assignments, and innovations ,if any, brought out. Instructor Contacts: I will be available at the office at JGH 311-B during Wednesdays between 2.00-5.00 pm and any one of you can just walk in without a prior appointment. Yet, if you plan to consume a lot of time with me, it is better to fix an appointment for the same. Feel free to contact me using any of the below given means: My work phone: 601.266.66511 My email: myselfgeorge@gmail.com OR babu.george@usm.edu My personal blog: http://babugeorge.web.officelive.com My Google Talk ID: myselfgeorge My Facebook Profile: http://www.facebook.com/babugeor Please Note: The syllabus is tentative and is subject to minor revision while the course is on. Of course, the learner views will have a dominant influence over any such changes. 20 January 2010 27 03 February 10 17 24 03 March 10 What is Hospitality? New Product Development in Hospitality Industry Assignment of Topics for Micro Project & Term Paper Hospitality Marketing Environment Hospitality Consumer Behavior Marketing Research for Hospitality Customer Satisfaction and Loyalty in Hospitality Market Segmentation and Positioning & Last day to submit Term Paper via Turnitin.com E-marketing of hospitality and tourism Complaints and Complaint Handling Hospitality Distribution Channels Pricing of Hospitality Products Destination Marketing Project: Pre-Submission Feedback Project Submission & Presentation

24 31 07 April 14 21 28 05 May

The ADA Statement If a student has a disability that qualifies under the Americans with Disabilities Act (ADA) and requires accommodations, he/she should contact the Office for Disability Accommodations (ODA) for information on appropriate policies and procedures. Disabilities covered by ADA may include learning, psychiatric, physical disabilities, or chronic health disorders. Students can contact ODA if they are not certain whether a medical condition/disability qualifies. Address: The University of Southern Mississippi, Office for Disability Accommodations, 118 College Dr. #8586, Hattiesburg, MS 3940-0001; Voice Telephone: (601)266-5024 or (228)214-3232; Fax: (601)266-6035; Individuals with hearing impairments can contact ODA using the Mississippi Relay Service at 1-800-582-2233 (TTY); or email Suzy Hebert at Suzanne.Hebert@usm.edu. Please read the remaining COB policy statements on the COB website at the following address: http://www.usm.edu/business/students/syllabus_statements.php You are responsible for knowing the content of the statements ignorance of the policies is not a valid excuse.