HTM 342
Spring 2016
Restaurant Marketing
in The 21st Century
Instructor:
Jeff Campbell
ka-lei-do-scope – from the Greek kailos (beautiful)
edios (form). an endless variety of patterns.
a succession of changing phases or actions –
shifting information, values, etc.
Office Hours:
By appointment only. Contact me at: j.jeffrey.campbell@gmail.com
Course Description
This course is designed to equip students with a solid understanding of the ways in
which Marketing has changed and the ways in which it has remained the same over the
past 50 years within the context of the restaurant industry. It covers the management of
innovation, brand positioning in a 21st century context, social and digital media
management, and the basics of marketing thinking. The class also features a number of
guest lectures by active industry leaders and may include a “live” project with an
operating restaurant company.
Course Objectives
Upon completion of this course, the student should be able to:




Explain and expound upon the basics of marketing – including what has stood the
test of time and what has changed under the impact of the dramatic growth of
technology and innovation since the 1980’s.
Demonstrate the ability to craft an effective brand position within a 21st century
context and then translate that position through multiple Key Result Areas and
Touch Points in a way that brings that position to life.
Demonstrate a full grasp of the keys to effective innovation management – including
the management of the menu/operations R&D function - for a restaurant company.
Show a full understanding of the different components in the 21 st century Marketing
tool kit – including digital and social media.
Competencies
HTM 342 provides students opportunities to develop the following competencies of the
HTM Kaleidoscope Competency Model:
Business Savvy
Planning
Number-wise
Creative Decision-Making
People Savvy
Interpersonal Communication
Networked
Self Savvy
Professionalism
Time Management
Resources
Blackboard
Computer-based learning, using Blackboard, will be a part of the class. All
students should get a Blackboard account and visit the HTM 342 course site
every Tuesday/Thursday before class. Visit http://courses.sdsu.edu. Students will
obtain weekly announcements, download materials, and turn in online
assignments here.
Structure and Assessment
In addition to reading the required text, students are required to actively
participate in a variety of activities designed to practice their self-savvy
competencies. In addition, students must satisfactorily complete their online
portfolio as a condition of graduation.
Team Project
25%
Final Exam
Quizzes
25%
20%
HTM 342
Lectures &
Discussions
(In-class)
Mid-Term
Exam
25%
5%
Team Project
25% of the final class grade will be based upon a Team Project that involves
solving a stated problem for a real operating business. Details of the project will
be explained during the second month of the course.
Final Exam
25% of the final class grade will be based the Final Exam for the course.
Mid-Term Exam
25% of the student’s grade for the class will be based upon his/her grade on the
Mid-Term Exam.
Quizzes
Students will generate 20% of their final grade based upon their scores on the
four quizzes that will be offered during the semester.
Quiz questions will be based upon class lecture material, guest lectures, and the
content in in-class exercises and discussions.
Engagement and In-Class Exercises
5% of the student’s final grade will be based upon their participation in and
performance on the regular in-class exercises and discussions featured in HTM
342.
Grading
Evaluation
Final Case Study (Teams)
Team Project (JITB)
Mid-Term Exam
Quizzes
In-class Exercises
94 and above
90-93
87-89
84-86
80-83
A
AB+
B
B-
Weight
25%
25%
25%
20%
5%
77-79
74-76
70-73
60-69
Below 60
C+
C
CD
F
Academic Integrity
The 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 leadership 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.
.
Optional Industry Experiences
You will have opportunities throughout the semester to get involved in the
industry. San Diego professionals in the HTM industry are solidly behind the
HTM degree program and will offer job shadows, training sessions, meetings,
and other mentor opportunities throughout the semester. Students are
encouraged to make contacts early, learn about the tremendous array of
opportunities in the field, and engage themselves in practical experiences to
complement the classroom experiences.
As part of this opportunity, we will have guest lecturers from the Hospitality
Industry – or other fields of endeavor – as part of the semester’s program. You
are encouraged to prepare ahead of time for any such occasions and be ready to
take advantage of the opportunity to ask questions and to interact with these
guests.
Meeting Standards

To receive full credit for assignments, they must be submitted on time in a
complete and error-free fashion (e.g. typos). All assignments are due at the
beginning of class on the due date specified in the attached course outline.

I will be available to discuss papers and presentations with you before they
are due. I can be used as a “sounding board” for your ideas and outlines and,
as time allows, I will be happy 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.

No make up exams will be given after the fact. If you know for certain you
cannot make an exam, please see me prior to the test day.

Please inform me if any special circumstances arise for you during the
semester. That is, if you are having difficulty in class due to extenuating
outside circumstances, please talk to me as soon as possible so we can
minimize the effects of these circumstances.
Remember, HTM is all about exceeding expectations!