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Table of Contents
HOSPITALITY MARKETING
HMGT 2405
Term Year
Instructor | Class Number | Section | |
Day | |||
Phone | Location | ||
Office | Time | ||
Office Hours | Class Hours | 3 | |
Lab Hours | 0 | ||
Credits | 3 |
______________________________________________________________
Department Mission Statement
The Hospitality Management Department of New York City College of Technology educates students for careers in the hospitality industry through foundational knowledge of hospitality operations and experiences that cultivate diverse perspectives, lifelong learning, collaboration, and community engagement.
Program Learning Outcomes
To graduate students who
-
- identify and demonstrate skills relevant to the operational areas of hospitality management. (PLO #1)
- utilize the dynamics of collaboration in diverse settings. (PLO #2)
- demonstrate effective communication skills. (PLO #3)
- exhibit the analytical and social skills essential for success in the global workplace. (PLO #4)
- value and integrate lifelong learning, civic engagement, ethical reasoning, and social responsibility. (PLO #5)
Course Description
Overview of marketing and current topics facing modern hospitality decision-makers. Basic terminology and problem-solving techniques; relationship between marketing and other functions to maximize profits in any size hospitality establishment; basic elements of publicity and public relations, advertising and sales techniques.
Prerequisites
HMGT 2302, HMGT 2303, HMGT 2304
Course Objectives
Upon completion of HMGT 2405, students will be able to
-
- identify and describe the relationships between marketing and advertising in today’s business climate. (SLO #1)
- demonstrate comprehension of service characteristics of hospitality and tourism marketing. (SLO #2)
- identify and analyze the primary considerations in pricing and promoting products. (SLO #3)
- identify and then explain consumer characteristics affecting purchasing behavior of hospitality-related experiences. (SLO #4)
Student Learning Outcomes | Method of Assessment |
a. Define, interpret and apply marketing and advertising relationships (HMGT: Knowledge, Gen Ed: Skills, Communication, Inquiry /Analysis) {PLOs #3, #4} | Class participation, professionalism, marketing plan project, midterm, final |
b. Recognize and characterize service characteristics of hospitality and tourism businesses (HMGT: Knowledge, Gen Ed: Skills, Inquiry/Analysis, Integration, Communication) {PLOs #3, #4} | Class participation, professionalism, marketing plan project, midterm, final |
c. Restate and distinguish primary considerations in pricing and promoting hospitality and tourism products (HMGT: Knowledge, Gen Ed: Ethics/Values) {PLO #4} | Class participation, professionalism, marketing plan project, midterm, final |
d. Recognize and evaluate consumer characteristics affecting purchasing behavior of hospitality related experience (HMGT: Knowledge, Gen Ed: Skills, Inquiry/Analysis, Integration, Communication) {PLOs #3, #4} | Class participation, professionalism, marketing plan project, midterm, final |
Grading Procedure
-
- Class Participation & Professionalism (homework, in-class discussion/activities)…..25%
- Marketing Plan Project
- Report………………………………………………………………………………………………………………………….10%
- Presentation………………………………………………………………………………………………………………..10%
- Peer Review…………………………………………………………………………………………………………………..5%
- Midterm…………………………………………………………………………………………………………………………..25%
- Final…………………………………………………………………………………………………………………………………25%
- Total………………………………………………………………………………………………………………………………100%
Assignments
Participation & Professionalism
-
- Participation: the instructor will monitor students’ participation in in-class exercises/discussions. No missed participation exercise will be allowed.
- Professionalism: this course requires professional and respectful classroom behavior. Students engaging in the following activities (including but not limited to), cell phone usage, inappropriate posture, reading non-class materials, and chatting/sleeping/eating will be continuously monitored and reflected in the grade.
Marketing Plan Project
-
- Report: Students will be asked to create a marketing campaign for the selected venue in New York City. A team report must follow APA guidelines.
- Presentation: Student teams will be asked to present their marketing campaign for 10 minutes.
- Late Work: This assignment is due to the start of a class meeting. Late work is acceptable, with a deduction of 10%.
Exams
-
- Two tests (midterm and final exams) include multiple-choice, true/false, fill-in-the-blanks, short answer questions.
Grading System
-
- A 93 – 100
- A- 90 – 92.9
- B+ 87 – 89.9
- B 83 – 86.9
- B- 80 – 82.9
- C+ 77 – 77.9
- C 70 – 76.9
- D 60 – 69.9
- F 59.9 and below
Required Text
No Required Text
Suggested Texts and Readings
- Kim, E. (2019). HMGT 2405 Hospitality Marketing, Retrieved from https://openlab.citytech.cuny.edu/hospitalitymarketing/
- Kotler, P. T., Bown, J. T., & Baloglu, S. (2016). Chipotle Mexican Grill. In Marketing for hospitality and tourism (pp. 3-5). Harlow, Essex, England: Pearson.
- MPlans (2019). How to write a marketing plan. Retrieved from https://www.mplans.com/articles/how-to-write-a-marketing-plan/#.XbvsXUVKjMI
- Additional readings will be provided through Blackboard.
Course Materials
None
Rubrics
Check out the Assignment tab.
Selected Bibliography
- Berger, J. (2013). Contagious: Why things catch on. New York, NY: Simon & Schuster.
- Bojanic, D. C. & Reid, R. D. (2016). Hospitality marketing management. Hoboken, NJ: Wiley
- Dib, A. (2016). The 1-page marketing plan: Get new customers, make more money, and stand out from the crowd. Miami, FL: Successwise.
- Kim, E. (2019). HMGT 2405 Hospitality Marketing, Retrieved from https://openlab.citytech.cuny.edu/hmgt2405/
- Kotler, P. T., Bown, J. T., & Baloglu, S. (2016). Marketing for hospitality and tourism. Harlow, Essex, England: Pearson.
- Marketing Teacher.com (November 23, 2012). SWOT [Video file]. Retrieved from https://www.youtube.com/watch?v=cw3AAqz6-Mc&list=PLfwoaiiezPT-E9gcZ6AV1et2hcd92J21C&index=4
- Marriott, J. W. B. (2013). Without reservations: How a family root beer stand grew into a global hotel company. La Jolla, CA: Luxury Custom Publishing LLC.
- Popper, N. (February 9, 2019). You call that meat? Not so fast, Cattle Ranchers say. The New
- York Times. Retrieved from https://www.nytimes.com/2019/02/09/technology/meat-veggie-burgers-lab-produced.html
- Refine Optimizing Revenue (2019). Hospitality trends: The latest trends in the hospitality industry. Retrieved from https://www.revfine.com/hospitality-trends/
- Tisch, J. M. (2009). Chocolates on the pillow aren’t’ enough: reinventing the customer experience. Hoboken, NJ: Wiley
- The Disney Institute., & Kinni, T. (2011). Be our guest: perfecting the art of customer service. New York, NY: Disney Editions.
Class Meeting Schedule
The following course schedule is tentative and may be subject to change.
Week | Date | Topics |
1 | Introduction to the Course & Project Why Study Marketing? |
|
2 | Introduction to Hospitality Marketing | |
3 | The External Environment | |
4 | Understanding Consumer Behavior | |
5 | Market Segmentation & Positioning | |
6 | Developing A Marketing Plan | |
7 | Information for Marketing Decisions | |
8 | Midterm & Marketing Plan Project | |
9 | Product Strategy | |
10 | Price Strategy | |
11 | Place Strategy | |
12 | Promotion Strategy | |
13 | Putting It All Together | |
14 | Project Presentations | |
15 | Final Exam |
Student Accessibility
Qualified students with disabilities, under applicable federal, state, and city laws, seeking reasonable accommodations or academic adjustments must contact the Center for Student Accessibility for information on City Tech’s policies and procedures to obtain such services. Students with questions on eligibility or the need for temporary disability services should also contact the Center at The Center for Student Accessibility:
300 Jay Street, room L-237, 718 260 5143. http://www.citytech.cuny.edu/accessibility/
Professionalism and Participation
The Department of Hospitality Management follows industry standards in order to educate, develop and mentor future hospitality and tourism professionals. In order to successfully complete a course, students must consistently participate in class and meet deadlines
NYC College of Technology Statement on Academic Integrity
Students and all others who work with information, ideas, texts, images, music, inventions, and other intellectual property owe their audience and sources accuracy and honesty in using, crediting, and citing sources. As a community of intellectual and professional workers, the College recognizes its responsibility for providing instruction in information literacy and academic integrity, offering models of good practice, and responding vigilantly and appropriately to infractions of academic integrity. Accordingly, academic dishonesty is prohibited in The City University of New York and at New York City College of Technology and is punishable by penalties, including failing grades, suspension, and expulsion.
As stated in the Academic Integrity Policy Manual,
“academic dishonesty occurs when individuals plagiarize or cheat in the course of their academic work. Plagiarism is the presenting of someone else’s ideas without proper credit or attribution. Cheating is the unauthorized use or attempted use of material, information, notes, study aids, devices or communication during an academic exercise.”
The complete text of the College Academic Integrity Policy Manual may be found on the College website.
Statement of Classroom Behavior
Each student has the right to study and learn in a comfortable, safe, supportive environment that promotes self-esteem – free of fear, humiliation, intimidation, offensive or suggestive language.
Use of Electronic Devices
The use of cellular phones and audio equipment in all academic and study areas of the college is prohibited. Students are not permitted to take calls or text messages during class. Students may not use their cell phones as calculators. In some instances, an instructor may allow the use of personal electronic devices for in-class activities.
Writing Style Statement
The hospitality management department requires that all written work must be prepared using APA Style Publication Manual of the American Psychological Association as a reference guide. This includes editorial formats, abbreviations, use of statistics, graphs, citations and references. Visit the City Tech Library website for APA Style Guides.
Syllabus Download
Click here to download the syllabus in MS Word.
Click here to download the syllabus in PDF.
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