HOTEL-MOTEL-RESTAURANT MANAGEMENT
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1 HOTEL-MOTEL-RESTAURANT MANAGEMENT Hospitality Marketing Course Number: HMR 151-D01 Time/Day: Mon/Wed: 10:45-1:45 Syllabus: Spring 016 Credit: 3 Instructor: Dr. George Ojie-Ahamiojie Office Hours: Office: Room WDC 05D M: :30pm-3:30pm Office Phone: T: 1:30pm-:00pm gojie-ahamiojie@worwic.edu W: 1:30pm-3:00pm All contact with me should be made through Blackboard course site. COURSE DESCRIPTION: Marketing as a management activity is studied in this course. The course begins by analyzing customers, competition, and the business environment as the first step in developing a marketing plan. The study of advertising, sales promotion, publicity, and public relations follow as students examine the part each plays in a coordinated marketing plan. Students will develop a major hospitality marketing campaign project that will be due for presentation at the end of the semester. Hours: 39 lecture. TEXT: Kotler, P., Bowen, J. T., & Makens, J. C. (014). Marketing for Hospitality and Tourism, 6 th ed., Pearson Prentice Hall, Upper Saddle River, N.J. BLACKBOARD: All students logging into Blackboard affirm that they understand and agree to follow Wor-Wic Community College policies regarding academic integrity and the use of College resources as described in the college catalog. Wor-Wic Community College considers the following as violations of the computer usage policy: Using the campus computing network and facilities to violate the privacy of other individuals. Sharing of account passwords with friends, family members or any unauthorized Individuals. Violators are subject to college disciplinary procedures. SUPPLEMENTAL READINGS: Reading handouts will be distributed and/or posted on Blackboard for reading in class for take home throughout the semester.
2 PLEASE LEAVE YOUR CELLPHONE OUT OF SIGHT WHILE IN THE CLASSROOM. FAILURE TO DO SO MAY LEAD ME TO DROP YOU A LETTER GRADE AT THE END OF THE SEMESTER. COURSE OBJECTIVES: Upon completion of this course the student should be able to: Course Objectives Assessment Goals Assessment Strategies 1 Demonstrate creative thinking when managing a hospitality business GEO 1,,3,7,8 To develop creative thinking skills to be used in marketing a hospitality business. Exam Questions Project Explain and use the a. production concept Exam marketing management Questions orientations b. product concept and concepts introduced in class GEO s 1,,3,5,8 c. selling concept d. marketing concept e. intangibility factor f. customer driven factor g. the four P s of marketing Project 3 Identify those characteristics that describe and predict consumer behavior GEO s 1,,3,5,6,8 4 Conduct marketing research in the completion of a Marketing Campaign project GEO s 1,,3,5,6,8 5 Utilize market segmentation as a part of your marketing project GEO s 1,,3,5,8 6 Incorporate sales promotion and merchandising into your marketing project GEO s 1,,3,5,8 a. Identify those psychological factors that influence customer behavior b. Describe interpersonal factors that influence customer behavior c. Map the buying process of a typical hospitality customer. a. Differentiate between primary and secondary research b. Differentiate between quantitative and qualitative research Exam Questions Project a. Segment a typical hospitality market Project b. Recognize examples of the use of segmentation when assessing various business situations c. Identify supply and demand trends that influence the industry a. differentiate between a sales promotion and merchandising b. Propose a purpose for employing a sales promotion given various scenarios c. Recognize the advantages and disadvantages of using various sales promotions Project
3 d. Describe the steps of the sales process e. recognize when to use various strategies for closing a sale CLASSROOM PERFORMANCE EXPECTATIONS: I expect you to read all required chapters ahead of class meeting and be ready to be fully engaged and discuss your understanding of your reading in the class. Please mute or silence your cell phone as a sign of respect for your peers and Professor. If any phone rings in class, I will answer the call on your behalf. You may use your cell phone and/or computer to take notes without disturbances. GRADING AND EVALUATION: In Activities and Exercises Quiz 1 Quiz Quiz 3 Quiz 4 Quiz 5 Final Exam Individual Written Assignment Team Presentation Attendance TOTAL 100 points 100 points points GRADING SCALE: % =A 80 - <90% =B 70 - <80% = C 60 - <70% =D Below 60 =F *GRADING SYSTEM A=Excellent-intellectual initiative as well as high academic achievement. 4 B=Good-above average completion of course requirements. 3 C=Average-satisfactory understanding of course principles and techniques D=Poor-marginal understanding of course principles and techniques 1 F=Unacceptable-course requirements and standards were not met 0 MID-TERM GRADING SCALE A C = Satisfactory D and Below = Unsatisfactory MID-TERM GRADES AND GRADE EXPECTATIONS The midterm grade in this class will reflect any assessment taken by the day midterm grades are due. Any student who would like to discuss their grades should set up an appointment with me in my office. QUIZZES AND EXAMS
4 Please see the grading and evaluation above. The quizzes and exams maybe in form of true/false, multiple choices, fill in the blank, matching, or short essay questions. MAKE UP POLICY Make sure to be present for the quiz. No make-up will be allowed except it s an emergency with documentation. If you are absent and cannot submit any assignment, upon return to class, you have one week (seven days) from the day you return to submit that assignment. If not, this policy will be effective. LATE PENALTY All written assignments must be submitted by the due date online. Any late assignment will incur an automatic 50 percent deduction. All team projects will be presented as scheduled in the classroom. ATTENDANCE POLICY To be considered for attendance, you must submit required assignments, post your discussions, and submit your quiz each week. I do expect every student to be on time with their assignments and discussions. Nonattendance on a regular basis will set you behind on your assignments. This may also affect your other courses and your regular work as well. ACADEMIC HONESTY POLICY (GEO 8) Students are expected to maintain a high level of academic performance. Cheating and Plagiarism is defined in Wor-Wic s Student Conduct Policy (appendix of College Catalog). Infractions of this policy may result in the student s failure of the course, exam, quiz or project, and possible referral to the Students Disciplinary Committee. SERVICES FOR STUDENTS WITH DISABILITIES Wor-Wic provides reasonable accommodations for students with disabilities, in compliance with the Americans with Disabilities Act of 1990 and Section 504 of the Rehabilitation Act of If you are in need of accommodations, please contact the counseling office at (410) For more information, see Wor-Wic's Services for Students with Disabilities web page. CLASS TOPIC SCHEDULE WEEK/DAY MARKETING FOR HOSPITALITY AND TOURISM - TOPICS TIER 1 Jan. 0 Introduction, Expectations, Q & A Jan. 5 & 7 Ch. 1 Introduction: Marketing for Hospitality and Tourism Ch. Service Characteristics of Hospitality and Tourism Marketing 3 Feb. 1 & 3 Ch. 3 The Role of Marketing in Strategic Planning Ch. 4 The Marketing Environment 4 Feb. 8 & 10 Ch. 5 Marketing Information Systems and Marketing Research 1
5 Quiz #1 5 Feb. 15 & 17 Ch. 6 Consumer Markets and Consumer Buying Behavior Ch. 7 Organizational Buyer Behavior and Group Market 6 Feb. & 4 Ch. 8 Market Segmentation, Target, and Positioning Quiz # Ch. 9 Designing and Managing Products & Article 7 Feb. 9 & Mar Ch. 10 Internal Marketing & Article Discussion Individual Assignment is Due in class. 8 Mar No classes-spring Break 9 Mar. 14 & 16 Ch. 11 Pricing Products: Pricing Considerations, Approaches, and Strategy & Exercise Ch. 1 Distribution Channel Quiz #3 10 Mar. 1 & 3 Ch. 13 Promoting Products: Communication and Promotion Policy and Advertising Ch. 14 Promoting Products: Public Relations and Sales Promotion Quiz #4 11 Mar. 8 & 30 Ch. 15 Professional Sales & Article Discussion 1 Apr. 4 & 6 Ch. 16 Direct and Online Marketing: Building Consumer Relationship & Exercise Quiz #5 13 Apr. 11 & 1 TEAM PRESENTATION 14 Apr. 18 & 0 TEAM PRESENTATION Wednesday, April 7 th Final Exam 10:00 A.M. 1:00 P.M. ACADEMIC HONESTY POLICY: (GEO 8) Students are expected to maintain a high level of academic performance. Cheating and plagiarism are defined in Wor-Wic s Student Conduct Policy (appendix of College Catalog). Infractions of this policy may result in the student s failure of the course, exam, quiz or project. DISCLAIMER This syllabus is a working document and subject to change at any time. ATTENTION In the event of a flu epidemic or other emergency that results in the suspension of classes, faculty will be communicating with students about their courses and course requirements, such as assignments, quiz and exam dates, and class and grading policies, via faculty websites or Blackboard. Students will be responsible for completing all these assignments in accordance with class policies. Information about the resumption of classes will be communicated via the College's website and system. 1 1
6 APPENDIX PAGE INDIVIDUAL ASSIGNMENT (50 POINTS) Choose one of the EXPERIENTIAL EXERCISES below for this assignment. Restaurant on page 30 of chapter 1. Number 1 on page 85 of chapter 3. Number on page 114 of chapter 4. Number on page 154 of chapter 5. INSTRUCTIONS Identify which facilities you chose for your paper by providing the physical address of the facility. Formulate titles or headings for your paper Answer all the questions provided in the exercise in details. What would be your recommendation to the facility chosen? This paper must be in APA/MLA format, with New Times Roman and 1 font size. Research must go outside your textbook for this assignment. Paper should be two to three pages only. See grading rubric below. INDIVIDUAL WRITTEN ASSIGNMENT SCORING GUIDE Criteria Points Possible Points Earned Content is relevant to the topic 55 Writer identifies all the key points of the assignment Key points were well developed and addressed Paper is appropriate in length 0 Paper exhibits an organized structure Directions for writing were followed Grammar 5 Spelling Word choice Punctuation Sentence structure APA/MLA formatting and citations were appropriate Total Points 100
7 TEAM PROJECT HOSPITALITY MARKETING CAMPAIGN PROJECT (150 POINTS) Knowing that Ocean City, Maryland, has off and peak seasons, your team is to address this issue in this project. Your team is to develop creative initial to be used in marketing a hospitality business during the off season of Ocean City. Your goal is to do the following: Pick a local hospitality operation (café, restaurant, hotel/motel, and diner). Generate a set of questions and interview the owner/manager as a team, to get insight into their business. Determine their needs for branding and product placement in and outside the community. Determine which of the products or services require top advertising needs. Develop marketing strategies for promoting these products and services. Explain how your team will market and advertise this business, and who will be the target market during the off season. What type of sales promotions and strategies would you use to promote this business? You have a lot of latitude and freedom to show your creativity and ingenuity in this project. PRESENTATION INSTRUCTIONS This team project will be in a PowerPoint presentation that will be delivered live in the last weeks of the semester. Every team member MUST be professional dressed for this presentation. o Professional dressing mean business attire. o Men shirt and tie, not necessarily suit (suit is recommended) o Women, business wear of skirt and blouse, business dress or suit. o No jeans, dockers, khakis, tennis shoes, sneakers, polo shirt, or any casual wear is permitted. Completed presentation should be ed to me prior to the day of presentation. Slides must have necessary bullet points and must not be wordy and clustered. You may use visual aid on the slides, but cannot be the only information on the slides. You may use props along with your presentation. This project must have all citations and references. Every member of the team must be a full participant in this project. All discussions and individual portion submissions must take place in blackboard. Any member(s) of the team that is not a full and cooperative participant must be made known to me on time. If there is a continuous lack of participation, the team can vote to exclude this member from the team. Communicate this to the member and let me know immediately. You are free to start this project at any time of your choosing. If you have any questions, please do not hesitate to contact me. HOSPITALITY MARKETING CAMPAIGN PROJECT: TEAM GRADING RUBRIC Criteria Possible points Content: 40 points Points earned
8 Presentation had quality and content was relevant Originality and creativity were evident Key points were noted Research was good and extensive First presenter introduced every member of the team Organization/Structure 0 points Presentation was well organized, clear, and easy to follow Good transition from one presenter to another presenter Purpose of the project was explained to gain audience attention Visual component 0 points Visual components were used appropriately Visual aids contributed to the overall effectiveness of the project Visual aids were professionally used Props Handouts Time management 5 points Time was followed and effectively managed Slides were sent the day before presentation 5 points General comments: Total points INDIVIDUAL GRADING RUBRIC FOR TEAM PRESENTATION Criteria Presentation: Style of presentation was good Originality and creativity in presenting information Knowledge of concepts and ability to explain without reading notes or slides Visual component Made eye contact and seldom look away from audience Got audience involved Professionalism Proper attire Demeanor and nonverbal cues were appropriate 90 points Possible points 30 points 15 points 15 points Points earned
9 Good body language and hand gestures General comments: Total points 60 points
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