Apr 28, 2024  
Official Course Syllabi 2018-2019 
    
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Official Course Syllabi 2018-2019 [ARCHIVED CATALOG]

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HTMT 2040 - Hospitality Marketing

Credit Hours: 3.00
(3 contact hrs)
(replaces but does not equate to HTMT-1040) This course is designed to provide students with a solid background of the principles and practices of marketing the services of the hospitality industry. Emphasizes the characteristics of marketing specifically to the hospitality industry, with applications leading to customer satisfaction and reviews methods of external and internal stimulation of sales. The course will include practical marketing exercises to both internal and external guests.

Prerequisites:
 

Prerequisite: MKTG-1010

Prerequisite: HTMT-1010

OUTCOMES AND OBJECTIVES
Outcome1: Upon completion of the course, students will explain the relationship between marketing and sales.

Objectives:

  1. Distinguish marketing from sales and describe the marketing mix.
  2. Explain management’s role in marketing the hospitality organization.
  3. Identify an internal and external guest.

Outcome 2: Upon completion of the course, students will identify the marketing strategies for service businesses in the hospitality industry.

Objectives:

  1. Describe the characteristics of the hospitality industry.
  2. Distinguish between tangible and intangible products.
  3. Discuss methods for marketing in independent organizations.

Outcome 3: Upon completion of the course, students will develop a marketing plan for a hospitality organization.

Objectives:

  1. Conduct a marketing audit.
  2. Establish objectives and action plans.
  3. Monitor and evaluate the marketing plan.
  4. Present the plan to the classroom audience.
COMMON DEGREE OUTCOMES
(Bulleted outcomes apply to the course)

  • 1. The graduate can integrate the knowledge and technological skills necessary to be a successful learner.
  • 2. The graduate can demonstrate how to think competently.
  • 3. The graduate can demonstrate how to employ mathematical knowledge.
  • 4. The graduate can demonstrate how to communicate competently.
  • 5. The graduate is sensitive to issues relating to a diverse, global society.
COURSE CONTENT OUTLINE
  1. Introduction to Hospitality Marketing
    1. Differences between sales and marketing
    2. Why we market to the guests
  2. Characteristics of the Hospitality Industry
    1. tangible vs. intangible
    2. Perishability of the services and products
  3. The Marketing Audit
  4. The Marketing Plan
  5. Social Media in the Hospitality Industry
  6. Marketing to Various Segments
    1. Marketing for restaurants and bars
    2. Marketing for hotels
    3. Marketing for event planners
    4. Marketing sports and entertainment
Primary Faculty
Balcom, Tanya
Secondary Faculty

Associate Dean
Johnson, Elise

Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088


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