UCC1: New Course Transmittal Form

UCC1: New Course Transmittal Form Department Name and Number Recommended SCNS Course Identification Prefix Level Course Number Lab Code Full Course Title Transcript Title (please limit to 21 characters) Effective Term and Year Rotating Topic yes no Amount of Credit Contact Hour: Base or Headcount S/U Only yes no Repeatable Credit yes no If yes, total repeatable credit allowed Variable Credit yes no If yes, minimum and maximum credits per semester Course Description (50 words or less) Prerequisites Co-requisites Degree Type (mark all that apply) Baccalaureate Graduate Professional Other Category of Instruction Introductory Intermediate Advanced Rationale and place in curriculum Department Contact College Contact Name Phone Name Phone Email Email Rev. 10/10

UNIVERSITY OF FLORIDA HFT 4XXX Tourism and Hospitality Marketing Credits: 3 Host Department Tourism Recreation & Sport Management Instructor/Lecturer Class Time & Venue Lori Pennington-Gray, Ph.D ---- Contact details Room no: Telephone: Email: penngray@hhp.ufl.edu Consultation hours: Course Description This course involves a wide range of subjects relevant to tourism and hospitality marketing from both macro (global) and micro (organization) perspectives. In macro perspective, the nature of tourism and hospitality industry and its challenging products will be discussed. In micro perspective, diverse topics from marketing elements to supply chain management for consumer satisfaction will be discussed. In discussion of the traditional marketing mix elements, the unique nature of tourism and hospitality products and the ramifications of the traditional 4Ps into 4C s will be highlighted. Course Objectives Students will be able to: Identify unique marketing challenges due to nature of tourism and hospitality industry structure and its diverse products Distinguish the challenges posed by the environmental factors Develop strategies and tactics that may be used to avoid challenges and turn them into opportunities Identify consumer characteristics and behavior in tourism consumption for segmentation and target marketing Develop and manage tourism and hospitality products for diverse consumers Explain branding and image development as a competitive strategy Know various pricing strategies used for effective and efficient management of products Develop promotional strategies and the role of integrated marketing communications for effective branding Identify the critical components in the tourism and hospitality supply chain and dynamics in establishing the value chain for consumer satisfaction and loyalty 1

Apply theoretical knowledge into the practical world in making decisions and judgments in marketing of tourism and hospitality products and organizations Display analytical and critical thinking as well as creative marketing solutions relevant to tourism and hospitality management Course Topics Introduction to course and topics (basic terminology) Marketing mix (4P s and the 4C s) Challenges of marketing tourism and hospitality products Managing challenges through differentiation, service quality, managing risk, managing consistency Market segmentation and target marketing Designing and managing products Branding, image, positioning, product life cycle, product rejuvenation Pricing products, price elasticity, pricing strategies Promoting products, integrated marketing communications Marketing communication process Creating the value chain, distribution channels, travel agents, tour operators Marketing information systems and marketing research Development of a marketing plan E-marketing and electronic distribution inventory Trends in tourism and hospitality marketing (e.g. flash sales websites) Course Format The course will include lectures and class discussions. Guest speakers who will contribute to the student learning experience by providing industry and/or empirical perspective(s), as well as real industry application may join the seminar sessions. Students are responsible for all reading assignments, handouts, and lecture materials. Students are required to read all assigned materials prior to class and class participation is expected at all times. Required Textbook Kotler, P., Makens, J. C., & Bowen, J. T. (2010). Marketing for hospitality and tourism (5 th Ed.). Upper Saddle River, NJ: Prentice Hall. Prerequisites MAR 3023: Principles of Marketing LEI 3301: Principles of Travel and Tourism 2

Assessment Criteria Reference Students are reminded on the university regulations regarding the allocation of grades. A student s overall performance in this subject shall be graded as follows: Letter Grade Point Range Verbal Evaluation A 95-100 Excellent A- 90-94 B+ 87-89 B 83-86 Good B- 80-82 C+ 77-79 C 73-76 Satisfactory C- 70-72 D+ 67-69 D 63-66 Marginal D- 60-62 E <60 Failure This is how the University assigns GPA points to each course grade. Letter Grade A A- B+ B B- C+ C C- D+ D D- E Grade Points 4.0 3.67 3.33 3.0 2.67 2.33 2.0 1.67 1.33 1.0.67 0 Grading & Major Assessment Methods The following table details the specific assessment items as well as the related percentage of final grade. Assessment Tools Types Values Due Dates Participation Attendance/class participation 5% Ongoing- every lecture Quizzes Quizzes 15% Ongoing- any class meeting Midterm A mix of multiple choice, true-false, fill 25% ----- in the blank and short answer questions Group Project Development of a marketing plan 30% ----- Final Exam A mix of multiple choice, true-false, fill in the blank and short answer questions 25% ----- Students must complete all assignments by the required submission due dates. Students are expected to secure all class materials for missing classes. A student may make up a missed assignment/quiz/exam only by presenting a written documented excuse (medical, legal, etc.). In the case of a family emergency, the instructor reserves the right, in his/her sole discretion, to refuse to grant any make-up assignment. If an assignment or any of the requirements is not completed, the student will receive a zero for that portion of the course grade. 3

PARTICIPATION: 5% Students are expected to attend every meeting of every course in which they are enrolled on time and fully prepared. Late arrivals and early departures will not count as being present for a class. Unless the student makes arrangements prior to the class period for which they will be tardy or leave early. Attendance will be taken ten (10) random times throughout the term. Each time that attendance is taken your presence earns you ten points. Each time that you are not present when attendance is taken your absence earns you minus ten points. Regular assignments will be assigned throughout the duration of the term that review lecture material. All students are to be prepared for class lectures and discussions. All assignments must be typed/stapled and ready for submission at the beginning of the class on specified due dates. No late assignments or incomplete assignments will be accepted. This policy includes the term project. QUIZZES 15% Quizzes may or may not be announced prior to class. The quizzes will review important terms and concepts from readings, lectures, and other class materials. These tests are intended to help students continuously review for the midterm and final exam. Students will not be permitted to make-up missed quizzes without the appropriate documentation (legal or medical excuse). Your lowest quiz grade will be dropped! MIDTERM EXAM: 25% The midterm may consist of, but is not limited to, the following: multiple choice, true/false, short answer, fill in the blank, matching, and essay questions. No student will be permitted to make up the midterm exam as a result of an unexcused absence. Should an unusual circumstance arise where a student must miss the scheduled midterm exam, a one-time appointment will be arranged for the student to make up the exam during the instructor s office hours. The above mentioned is non-negotiable. It is intended to reward the dedicated and responsible student. FINAL EXAM: 25% The final exam will be a cumulative test and will be formatted similar to the midterm exam. The questions may consist of, but are not limited to, the following: multiple choice, true/false, matching, fill in the blank, short answer and essay. The distribution of early exams will not be permitted. There are no make-up dates or arrangements made for a missed final exam. TERM GROUP PROJECT: 30% PRELIMINARY PROJECT DESCRIPTION: Marketing plan for a tourism or hospitality firm Directions: 1. Five (5) students will be assigned to a group 2. Each group will produce a marketing plan (written plan and 20 minute visual presentation) for a tourism or hospitality firm that the group selects 3. Section One: Executive summary (brief summary of the marketing plan that is intended for upper level executives to read). Information should include next year s objectives in quantitative terms, brief description of marketing strategies to meet goals and objectives; 4

identification of the dollar costs necessary as well as key resources required to achieve the goals and objectives. 4. Section Two: Corporate goals Information should include: corporate goals (profit, growth, desired market share, etc.), positioning of the firm, strategic alliances, vertical or horizontal integration, etc. 5. Section Three: Environmental analysis Information should include: analysis of major macro and micro environmental factors influencing the firm, list existing and new competition, marketing trends, market potential for each major product line, desired action plan for each macro and micro environmental factor identified. 6. Section Four: Segmentation and targeting Information should include: list and describe each market segment available for next year in as much sociodemographic profile as possible, rank these segments in order of descending importance as target markets, continue this process for different product lines that require individualized marketing support such as conference and banquet space/facilities. 7. Section Five: Next year s objectives and quotas Information should include: quantitative objectives expressed in monetary terms, expressed in unit measurements, time specific and profit/margin specific, include market trends, market potential and available market segments and possible target markets, list in this section primary sales objectives by quarter, month, and week. 8. Section Six: Action plans Information should include: sales strategies, advertising and promotion strategies, pricing strategies, product strategies, and resources required to support these strategies. Classroom Policies and Instructor s Expectations Class Attendance and Participation: Students are expected to be professional in class, which requires them to attend and participate in class be punctual about class attendance and due dates be prepared, read on the class subject be courteous and respectful to peers, guest speakers and the instructor If students disrupt the class, they will be asked to leave; disruptive behavior includes: participating in side chats irrelevant to class subject during class leaving the classroom early and arriving late, especially habitually and without a legitimate reason reading materials irrelevant to the class subject working on assignments for another class Students are responsible for all information given in class, if they are absent, it is their responsibility to get the information from another student. Due dates: Due dates are firm. Students should be present at the exam venue at the specified date and time. Papers must be turned in during the class hours on the specified due date. Makeup exams and assignments will not be given, late assignments will not be accepted except for extraordinary situations as explained above. Students with Disabilities: The Dean of Students Office provides individualized assistance for students with documented disabilities. Services are based upon student need and impact of their specific disability. The Dean of Students Office determines what is and is not appropriate documentation. Examples of accommodations that are available to students include, but are not limited 5

to, registration assistance, approval of reduced course load, course substitutions, classroom and examination accommodations, auxiliary learning aids, additional course drops when disability related, and assistance in other university activities. Contact the Disability Resources Center (http://www.dso.ufl.edu/drc/) for information about available resources for students with disabilities. Counseling and Mental Health Resources: Students facing difficulties completing the course or who are in need of counseling or urgent help should call the on-campus Counseling and Wellness Center (352-392-1575; http://www.counseling.ufl.edu/cwc/). Academic dishonesty - Plagiarism & Cheating: Students are required to be honest in their coursework, may not use notes during quizzes or exams, and must properly cite all sources that they have consulted for their projects. The University views plagiarism and cheating as serious disciplinary offences. Plagiarism means, "To steal and pass off (the ideas or words of another) as one's own or to use (another's production) without crediting the source." (The Merrill Webster Online Dictionary 2005). ZERO tolerance for plagiarism and cheating. Any act of academic dishonesty will be reported to the Dean of Students. Plagiarism and cheating may be punished by failure on the exam, paper, or project; failure in the course; and/or expulsion from the university. Submitting the same paper for more than one class is considered plagiarism as well. THE UNIVERSITY OF FLORIDA ACADEMIC INTEGRITY CODE : (http://www.dso.ufl.edu/sccr/honorcodes/honorcode.php) In adopting this Honor Code, the students of the University of Florida recognize that academic honesty and integrity are fundamental values of the University community. Students who enroll at the University commit to holding themselves and their peers to the high standard of honor required by the Honor Code. Any individual who becomes aware of a violation of the Honor Code is bound by honor to take corrective action. The quality of a University of Florida education is dependent upon the community acceptance and enforcement of the Honor Code. We, the members of the University of Florida community, pledge to hold ourselves and our peers to the highest standards of honesty and integrity. On all work submitted for credit by students at the University of Florida, the following pledge is either required or implied: On my honor, I have neither given nor received unauthorized aid in doing this assignment Violations of the Academic Honesty Guidelines shall result in judicial action and a student being subject to the sanctions in paragraph XIV of the Student Conduct Code. The conduct set forth hereinafter constitutes a violation of the Academic Honesty Guidelines (University of Florida Rule 6C1-4.017). For further information regarding the honor code at the University of Florida, please visit the website of the Dean of Students: http://www.dso.ufl.edu/judicial/academic.php. 6

UCC: External Consultations External Consultation Results (departments with potential overlap or interest in proposed course, if any) Department Name and Title Phone Number E-mail Comments Department Name and Title Phone Number E-mail Comments Department Name and Title Phone Number E-mail Comments Rev. 10/10