UNCG Joseph M. Bryan School of Business & Economics
Department of Marketing, Entrepreneurship, Hospitality, & Tourism
STH 401 01
Hotel & Travel Services
Marketing
Spring 2015
Tuesday & Thursday
11:00-12:15
Bryan 112
Instructor:
Email:
Office:
Dr. Erick T Byrd
etbyrd@uncg.edu
474 Bryan Building
Office Hours:
Monday 9-11; Tuesday & Thursday 2-3; Friday 9-11
Catalog Description
Marketing of tourism and hospitality services. Emphasis is placed on matching tourism and hospitality
products and resources to visitor demand and satisfaction of the visitors’ needs to achieve organizational
objectives and sustainability.
Student Learning Outcomes (SLO)
On completion of this course students will be able to:
1.
2.
3.
4.
5.
6.
Apply marketing the concepts and theories to the tourism and hospitality fields.
Evaluate tourist response and attitudes to sustainability initiatives.
Select appropriate target markets based on marketing and sustainability principles.
Design promotional material for a destination or hospitality-related business.
Utilize promotional skills to inform and persuade potential visitors to visit a destination or
hospitality-related business.
Develop a sustainable marketing plan for a destination or hospitality-related business.
Texts
Required
Kotler, P., Bowen, J.T., and Makens, J.C. (2014). Marketing for Hospitality and
Tourism (6th ed.). New Jersey: Prentice Hall.
Readings
Additional readings will be assigned and posted on Canvas.
Attendance
Just like any organization would expect you to show up for work, I expect you to attend
class. This class is based on student preparation and participation. Therefore attendance is
a very important part of this class. If you miss class you are still responsible for all material
covered in class. If you must miss class for a valid reason please contact me as soon as
possible.
Grading
The following is how the grade for each assignment will brake out in your total grade.
Assignment
Class Activity
Quizzes
Sales Simulation
Sustainable Marketing Plan
Mock Tradeshow
A+
A
AB+
B
B-
1000
969
929
899
869
829
-
970
930
900
870
830
800
Points
100
150
100
400
250
C+
C
CD+
D
DF
799
769
729
699
669
629
599
-
770
730
700
670
630
600
0
Explanation of Letter Grade
A+/A/AB+/B/BC+/C/CD+/D/DF
Achievement of distinction and excellence
General achievement superior to an average standard
Acceptable, average ability reflecting reasonable time and effort
Falls below acceptable standards but is sufficient to be counted
Failure; not a passing grade
Assignments
Assignment Format:
All assignments, unless otherwise specified, should be turned in typed,
in a 12-point font, 1.5 spaced, and grammatically correct. All margins
should be set to 1 inch. All pages should be numbered with your name
and the date on the first page. All emailed assignments must have the
assignment title in subject and attached files named –your name-.
Class Activity (100 points):
During the semester students will participate in a variety of activities that are related to research and
evaluations. These activities will be both in-class and outside of class, and announced and unannounced.
Class Activities will come in the form of reading, writing, short presentations, case studies, group work,
simulations, etc. The activities will relate to the topic being discussed during the class. (SLO 1,2,3,4,5)
Quizzes (150 points):
During class there will be a short quiz. The quiz will pertain to previous class discussions, previous and
current readings, and previous presentations. (SLO 1,2,3,4)
Sales Simulation (100 points):
During the semester the class will work with an agency to help promote that agency and its events.
Students will practice their communication and sells skills by presenting information about the
organization and their event to others. (SLO: 4,5)
Sustainable Marketing Plan (400 points):
Students will be placed in groups and assigned to develop a sustainable marketing plan for a destination
or a hospitality related business. Included in this will be a discussion of the marketing mix, selection of a
marketing strategy, and development of promotional; material. Students will be evaluated individually
and as a group. (SLO: 1,2,3,4,6).
Poster Presentation (Mock Tradeshow) (250 points):
This assignment builds on the Sustainable Marketing Plan. Students using the information that they have
acquired and the plans, ideas, and recommendations that they have developed, will create a poster that
informs and promotes the destination they have selected. The posters will be presented in a tradeshow
environment. During the show students will be asked questions dealing with their destination and the
recommendations that they would implement. Students will be evaluated individually and as a group.
(SLO: 1,2,3,4,5)
Late Assignments
A very important part of being a professional is meeting deadlines. All assignments are due at the
beginning of class (3:30 pm) on the date indicated unless otherwise specified by the instructor. Late
assignments will not be accepted without permission from the instructor.
Special Needs
If you have special needs related to a qualified or certified disability, please notify the instructor by the
end of the second week of classes so that arrangements can be made to meet those needs.
Class Schedule
*Subject to change
Welcome to a new semester and to STH 401. Below you will find the class schedule, which includes topics we will discuss, field trips, and the
assignments that are due along with the readings that should be completed on the particular date. We will make every attempt to stay on schedule
during the semester, but there may come a time when the schedule may get adjusted. Any adjustment to assignment due dates will be announced in
class. Please make sure that you check Canvas weekly (if not daily) for announcements and posted readings. If at any time, you have a question
please let me know. I hope each of you have a great semester.
Date
Topic
Tuesday 1/13
Thursday 1/15
Introduction to Class
What is Service Marketing?
Tuesday 1/20
The Role of Marketing
Thursday 1/22
Assignment Due
Reading Due
Quiz 1
Chp 1 (p3-19) & Chp 2
Chp 3 - 4
Class Activity 1
Quiz 2
Groups Assigned
Class Activity 1
Tuesday 1/27
Thursday 1/29
The market (Consumers)
The market – Guest Speakers Martinsville Speedway
Quiz 3
Class Activity 2
Chp 6 & Chp 8, p 520-530
Tuesday 2/3
Thursday 2/5
The market
Define the Product
Class Activity 3
Quiz 4
Tuesday 2/10
Thursday 2/12
No Class
Define the Product
Class Activity 4
Tuesday 2/17
Quiz 5
Thursday 2/19
Pricing & Place (The right product, to the right customer,
for the right price, at the right place)
Pricing & Place
Tuesday 2/24
Thursday 2/26
Promotion 1 – Advertising
Promotion 2 – Sales
Quiz 6
Quiz 7
Chp 9
Chp 11 - 12
Class Activity 5
Chp 13
Chp 14-15
Date
Topic
Assignment Due
Tuesday 3/3
Thursday 3/5
Promotion 3 – Developing Promotional Material
Promotion 4
Tuesday 3/10
Thursday 3/12
Spring Break
Spring Break
Tuesday 3/17
Thursday 3/19
Promotion 5
Sales Week - Martinsville
Class Activity 7
Sales Week
Sales Simulation (Implementation)
Tuesday 3/24
People - Internal marketing (internal stakeholder
understanding and support)
People
Martinsville Race
Quiz 8
Thursday 3/26
Sunday 3/29
Tuesday 3/31
Thursday 4/2
No Class
Marketing strategies – branding, positioning, relationship
and customer loyalty
Tuesday 4/7
Thursday 4/9
Marketing strategies – relationship and customer loyalty
Marketing strategies
Tuesday 4/14
Thursday 4/16
Electronic marketing (Internet marketing, database
management, social media)
Consultation Day (Guests)
Tuesday 4/21
Thursday 4/23
In Class Work Day
Presentation of Marketing Plan
Thursday 4/30
Final Presentation (Mock Tradeshow)
Reading Due
Reading
Class Activity 6
Sales Simulation (Plan)
Chp 10
Class Activity 8
Quiz 9
p. 222-231; 315-319; 248252
p. 19-31
Class Activity 9
Quiz 10
Class Activity 10
Marketing Plan Due
Chp 11