Department of Marketing, Entrepreneurship, Hospitality & Tourism
Monday, Wednesday, Friday 2pm-2:50pm
Spring, 2016
Class Location: Bryan Building 112
Instructor: Tiffany Reynolds
Office: 479 Bryan Building
Office Hours: M,W 1pm-3pm, and by appointment
E-mail: tmreyno3@uncg.edu
*Email is the best way to reach me*
Required Text
 Kotler, P., Bowen, J.T., and Makens, J.C.(2014). Marketing for Hospitality and Tourism (6 th
Jersey: Prentice Hall
ed.), New
 Other required readings will be provided in class and posted on Canvas
Student Learning Outcomes
Upon successful completion of this course students will be able to:
1.
Apply marketing concepts and theory to the tourism and hospitality fields.
2.
Evaluate tourist response and attitudes to sustainability initiatives.
3.
Select appropriate target markets based on marketing and sustainability principles.
4.
Design promotional material for a hospitality-related business.
5.
Utilize promotional skills to inform and persuade potential customers to visit a destination or hospitality-related business.
6.
Develop a sales and marketing plan for a hospitality-related business.
Academic Integrity Policy
Each student is required to follow the Academic Integrity Policy on all work submitted for the course. Refer to the
UNCG Undergraduate Bulletin or go to: http://sa.uncg.edu/handbook/academic-integrity-policy/
Attendance Policy
Regular attendance and participation is expected for each class. We will have discussion and complete in-class exercises which will represent a portion of your final grade. Should a situation arise that will require you to miss more than one class, please contact me PRIOR to the classes that will be missed. If you miss class, you will still be responsible for all the material covered in class.
Classroom Expectations
Please remember that this course is part of the Bryan School of Business and Economics, therefore, students are to act as business professionals. This includes coming to class prepared and on time. Use of cellphones and other electronic devices is prohibited.
We will be working with local hospitality professionals to complete a sales and marketing plan which will require visits to local hotel(s) and guest speakers. Students are expected to dress and behave in a professional manner. A deduction of 20 points will be made from the class participation grade if an infraction occurs.

STH 401: Travel & Services Marketing
Communications:
Spring 2016 Syllabus
Please use only your UNCG email account for this course. Instructions, clarification and other information will be made available so please be sure to check your account regularly.
Points
200
200
200
300
100
1000
When emailing, include the course name/designator and your full name. I will typically respond to all email correspondence within 24 hours. If you have a question regarding an assignment and are emailing less than 48 hours in advance of the deadline, I cannot guarantee that you will receive a response on time, so please plan accordingly.
Assignment Policies:
All assignments are expected to be turned the date and time they are due. Late assignments will result in a reduction of one letter grade each day they are late. Assignments more than three days late will not be accepted.
All assignments will be discussed in detail in class. If you have any questions regarding assignments, please seek guidance early.
Course Structure & Activities
Throughout the semester, students will be working in groups to create a marketing and sales plan for a local hotel.
This project will be very time consuming and time in and out of class will need to be dedicated toward this project.
To be successful in this class, students will need to be actively engaged in their learning and all students are expected to give input during classroom discussions. This not only creates a more engaging atmosphere, but it also helps to reinforce important knowledge. Hospitality is an industry built upon relationships; therefore, I expect that students will develop relationships with one another. Class participation will represent 20% of your course grade.
Group Project: Create a Marketing & Sales Plan for a local hotel (SLO 1-6):
Students will work in small groups throughout the semester to create and deliver a comprehensive marketing plan for a local full service hotel currently undergoing a renovation. Additional information regarding this project will be discussed in glass. We will be completing a site tour of the hotel on Friday, February 12 project is Monday, April 18 th th at 2pm. Due date for the
. Class time will be allotted at various times throughout the semester for groups to work on this project. Groups will be scheduled to deliver their individual presentations during a regularly scheduled class period the last week of class, or during our scheduled final exam period. This project & presentation combined will represent 40% of the student’s course grade.
In Class Exercises/Assignments (SLOs 1-6): We will complete several in class exercises that will be used to guide you through your group marketing plan. Depending on the exercise, these may or may not be able to be made up in the event you miss class. The point value of each exercise will vary; however, the total points available for all exercises combined will represent 20% of your course grade.
Individual Case Study (SLO 1, 2, 3, 5)
Each student will be responsible for completing a marketing case study representing 20% of their grade. Case studies will be due on April 4 th . Information and expectations regarding this project will be delivered in class.
Grading:
The following is a breakdown of each portion of your grade:
Description
Class Participation
In Class Exercises/Assignments
Individual Case Study
Group Project
Group Presentation
Total Points Available
Page 2

9
8
10
5
6
4
STH 401: Travel & Services Marketing
Grade/Points Grade/Points
A+: 1000-970 B+: 899-870
A: 969-930 B: 869-830
Grade/Points
C+: 799-770
C: 769-730
A-: 929-900
Excellent Work
Course Schedule
B-: 829-830
Superior to Average
C-: 729-700
Acceptable, Average
Work
The following is a typical schedule for this course and is subject to change:
Wk # Dates Topic
1 Jan 11 Course Intro
2
3
Jan 13
Jan 15
Jan 18
Jan 20
Jan 22
Jan 25
Introduction: Marketing for Hospitality
Service Characteristics
No Class
The Marketing Environment
Marketing Environment
Generational Marketing
Spring 2016 Syllabus
Grade/Points Grade/Points
D+: 699-670
D: 669-630
F: <600
D-: 629-600
Below acceptable standards
Failing
Readings*
Ch 1
Ch 2
Ch 4
Activities
Consumer Markets & Consumer Buying Behavior
Consumer Markets & Consumer Buying Behavior
7
Jan 27
Jan 29
Feb 1
Feb 3
Feb 5
Feb 8
Feb 10
Feb 12
Feb 15
Feb 17
Feb 19
Feb 22
Feb 24
Feb 26
Feb 29
Mar 2
Mar 4
Mar 7-13
Mar 14
Organizational Buying Behavior
Organizational Buying Behavior
Market Segmentation
Market Segmentation
Discuss Marriott Project
Marriott Visit
Marriott Visit recap/ Group Time
The Role of Marketing in Strategic Planning/Next
Year’s Plan
Management Information Systems
Designing & Managing Products
Designing & Managing Products
Designing & Managing Products
Pricing Products
Pricing Products
Pricing Products/Group Time
Spring Break
Internal Marketing
Page 3
Ch 6
Ch 7
Ch 8
Ch 3 & 18
Ch 5
Ch 9
Ch 11
Ch 10
Groups assigned
Off Campus Site Tour

STH 401: Travel & Services Marketing
Wk # Dates
11
Mar 16
Mar 18
Mar 21
Topic
Distribution Channels Promoting Products:
Communication, etc.
Distribution Channels Promoting Products:
Communication, etc.
Promoting Products: Communication
12
13
14
15
16
Mar 23
Mar 25
Mar 28
Mar 30
Apr 1
Apr 4
Apr 6
Apr 8
Apr 11
Apr 13
Apr 15
Apr 18
Apr 20
Apr 22
Apr 25
May 6
Promoting Products: Communication
No Class
Promoting Products: Public Relations
Promoting Products: Public Relations
Promoting Products: Public Relations
Professional Sales
Professional Sales
Professional Sales
Direct & Online Marketing
Direct & Online Marketing
Group Time
Debrief Group Projects
Presentations
Presentations
Presentations
12pm-3pm Presentations
Spring 2016 Syllabus
Readings*
Ch 12
* Students are expected to have completed readings PRIOR to class*
CH 16
Ch 13
Ch 14
Ch 15
Activities
Individual Case Studies
Due
Group Projects Due!
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