HTM 373 – Tribal Gaming: Casino Marketing and Tribal Public Relations
Spring 2013
LSN 132
4:30-6:10 pm Tuesdays
Instructor:
Katherine A. Spilde, Ph.D.
Office Hours:
PSFA 430
Tuesdays, 12:00-1:00 or by appointment.
Contact:
kspilde@mail.sdsu.edu
Course Description
This course is an in-depth two-unit overview and analysis of the demand for and nature
of gambling products with an emphasis on the marketing of tribal gaming facilities as
services marketing. Attention will be given to the unique marketing mix offered by tribal
government-owned casinos in San Diego County, including restaurants, hotels, spas,
golf courses, event centers, concerts and sporting events. This course will also examine
the delicate balance between tribal gaming promotion and tribal government public
relations with regard to the investment of gaming revenues. While designed to support
the HTM Program’s tribal gaming emphasis, this course is open to all students with an
interest in tribal governments, marketing, public relations or casino gaming.
Course Objectives
Upon completion of this course, students will be able to:

Articulate key concepts, strategies, tactics and techniques utilized by
marketing and public relations professionals in the casino gaming industry

Appreciate the complex relationship between tribal casino marketing and
tribal government public relations, including marketing performance
evaluation

Describe and explain the economic, political and moral underpinnings of
marketing tribal gaming products to native and non-native communities

Delineate strategic arguments regarding tribal gaming related to gaming or
property expansion and tribal-state relations

Identify key arguments about tribal gaming marketing learned in class and
apply them to specific tribal government situations
Competencies
HTM 373 provides students the opportunities to develop the following competencies of
the HTM Kaleidoscope Competency Model:
Business Savvy
Planning
Creative Decision Making
People Savvy
Interpersonal Communication
Networking
Self Savvy
Professionalism
Self Development
Resources
There is no required textbook. Cases and other materials must be read as assigned.
Other resources (including course articles) will be posted on Blackboard and/or handed
out in class. It is expected that the material will be read prior to the class period so
topics can be incorporated in the class discussions and activities.
Blackboard
The Professor will communicate with students using Blackboard whenever possible. All
students should get a Blackboard account and visit the HTM 373 course site regularly.
Structure and Assessment
This course will utilize a mix of lectures, guest speakers and a online assignments and
projects. Each week the Professor will introduce and the class will actively discuss a
new topic related to tribal gaming marketing and public relations. During the first few
weeks, we will examine both the character of and demand for gambling products in
detail, including ways that demand is understood and measured. The middle of the
course will have students participating in (and leading) discussions of specific marketing
and public relations situations and evaluating assumptions related to the marketing of
casino entertainment, including restaurants, concerts and hotels. Toward the end of the
course the class will visit with industry professionals both in class and at a local casino
property. Finally, each student will prepare an original research paper and present a
summary to the class via a Powerpoint presentation.
Grading
In order to acknowledge achievements and monitor progress, HTM needs a realistic
and meaningful system for grading performance. The professional community also
expects HTM to maintain standards that reflect its reputation as one of the foremost
programs of its type in the country. Tribal governments and casino operators also
require a level of applied knowledge that will facilitate success in the tribal gaming
industry. According to the University's Graduate Bulletin,
A means outstanding achievement; available for only the highest accomplishment;
B means praiseworthy performance; definitely above average;
C means average; awarded for satisfactory performance.
In general, professors in HTM award "A" grades to acknowledge achievements that go
beyond specified course requirements and criteria. By its very nature, this type of
performance cannot always be spelled out clearly in advance. "A"s are reserved for
special efforts that exceed expectations by demonstrating exceptional creativity,
boldness, commitment, ingenuity, or elegance.
University Senate policy and State law implicitly require the use of norm-referenced
grades at SDSU. However, the Professor does not grade on a curve within individual
courses or semesters, believing that tribal gaming classes are too small to be used for
curve-based grading. Also, many of the techniques and approaches presented in HTM
373 emphasize criterion-based evaluation rather than norm-referenced evaluation
schemes.
Grading Factors
Assignment/Activity
Responsibility
Online Assignments
Individual
% of final
grade
5 X 10= 50
Final Research Presentation (Powerpoint presentation of Team
strategy recommendations)
30
Overall Course Participation. Reflects the Professor's
subjective assessment of the quality and quantity of your
interactions with other class members and the Professor,
the care you take in using class time, and the way you
contribute to the course's learning climate, including
attendance.
20
TOTAL
Individual
100
Reported Grades
94 and above
93-90
89-87
86-84
83-80
A
AB+
B
B-
79-77
76-74
73-70
69-60
Below 60
C+
C
CD
F
Optional Industry Experiences
You will have opportunities throughout the semester to get involved in the tribal gaming
industry by attending events or interacting with tribal people and tribal gaming
representatives. Tribal government officials and casino executives are solidly behind the
HTM tribal gaming emphasis. Students are encouraged to make contacts early, learn
about the tremendous array of opportunities in Indian Country and engage themselves
in practical experiences to complement the classroom experiences.
Academic Integrity
Faculty and staff demand the highest levels of academic and professional integrity in all
work at San Diego State University and especially in the HTM program. Positive
scholarship cannot exist without integrity and your actions determine your level of
integrity. Plagiarism, cheating on exams or any other type of academic dishonesty will
be referred directly to the Office of Student Rights and Responsibilities for disciplinary
action.
Professional Requirements
 To receive full credit for assignments, they must be submitted on time in a complete
and error-free fashion. All assignments must be typed, conform to 1” margins, in
12-point font, and double-spaced. All assignments are due at the beginning of
class on the due date specified in the attached course outline.

The Professor will be available to discuss your paper and presentation with your
team before it is due. Please use the Professor as a “sounding board” for your ideas
and outlines and, as time allows, to read rough drafts and make suggestions.

All papers and presentations will be graded based on content (how deeply you have
thought about the topic, integration of your experiences with course concepts,
communication of insights, accuracy of concept application, etc.) and presentation
(organization, grammar, spelling, style, etc.). Remember, you will be evaluated on
both what you say and how you say it, including how well you support your
positions or opinions with sources and examples.
Accommodations for Students with Disabilities
If you are a student with a disability and believe you will need accommodations for this
class, it is your responsibility to contact Student Disability Services at (619) 594-6473.
To avoid any delay in the receipt of your accommodations, you should contact Student
Disability Services as soon as possible. Please note that accommodations are not
retroactive, and that I cannot provide accommodations based upon disability until I have
received an accommodation letter from Student Disability Services. Your cooperation is
appreciated.
Remember, HTM is all about exceeding expectations!