1.

0 COURSE TITLE: WAKE UP AND SMELL THE DEMOGRAPHICS

1.1 Course: HTT 600 – SPECIAL TOPICS IN HOSPITALITY AND TOURISM

1.2 Semester/Year: Fall 2020

1.3 Prerequisite and/or Exclusions: NA

2.0 INSTRUCTOR INFORMATION:

2.1 Name: Professor Michael R. Hunter

2.2 E-mail address: mhunter@ryerson.ca

2.3 Faculty/course web site(s): http://my.ryerson.ca

2.4 Virtual Office Location and Consultation hours: Through Zoom and email. Times tba.

2.5 Methods of Posting Grades: D2L

2.6 E-mail Usage & Limits: Anytime outside of class and in office hours please use e-mail to
contact me. (JUST MENTION THE COURSE IN THE TITLE OF YOUR EMAIL). If required I will
arrange personal Zoom meetings.

3.0 CALENDAR COURSE DESCRIPTION

Eleven thousand people RETIRE in North America daily and this trend is happening elsewhere
too. At the same time MILLENNIALS outnumber BABY BOOMERS and THE DISABLED market is
exploding. As well, the global growth of THE WEALTHY is heralding the arrival of a new luxury
hospitality and tourism industry. This course analyzes these five key future markets in the Covid
19 context to empower and inspire students to create and market suitable products and
services.
4.0 COURSE OVERVIEW

In this course you will learn what the five biggest markets of the future will want and what to
do about it. Their occupational, financial, social, psychological, geographical and other
characteristics will be discussed as will implications for change and opportunity all in Covid 19’s
context. Classes will also give context to conversations on topics such as similarities, differences
and trends in the consumer behaviors of these five exciting markets.

This will be relevant to your career whether you are an employee, manager or CEO. The
fundamental intent is to encourage and inspire your creativity regarding new managerial
business strategies for you to succeed. In short, the course cultivates an entrepreneurial mind
set and is vital to understanding and managing in the twenty-first century.

5.0 LEARNING OUTCOMES

Upon completion of this course, you will be able to identify:

1. The five groups that will dominate hospitality and tourism’s customers and labour force;
2. The need for and implications of the business shifting to these targets;
3. Their characteristics, thought processes, expectations and preferences;
4. How the arrival of the historically enormous, wealthiest and fastest growing consumer
groups in the world will affect the industry; so in short you will be able to authoritatively
discuss
5. What managers, marketers and entrepreneurs should do in part in the Covid 19 context
to prepare for an era in which the agenda of the global economy will be largely set by
the five awesome markets
6.0 EVALUATION

The grade for this course shall be composed of the mark received for each of the following
components:
Method Week Due Percent/Weight
Essay Approx. Week 7 30%
Test #1 Approx. Week 6 35%
Test #2 in Exam Period TBA 35%
TOTAL 100%

Students will receive the results of their first test by Nov. 17. They will receive the results of
their first test and essay as soon as possible but due date extensions granted will of course
cause the return dates to be later.
Students must submit their essays no later than at the beginning of the class on the due date. If
you do not hand in that assignment, you will get a zero on it unless you provide a medical
certificate.
ALL essays will be judged based upon their content, organization, and quality of presentation.
Penalties applied will be clearly indicated on each essay.
Essays must be presented using the APA guide.
Students who have difficulty expressing themselves in written form are strongly recommended
to seek assistance from the Ryerson Writing Centre.
BELOW ARE SOME MORE DETAILS OF THE ESSAY ASSIGNMENT AND ITS MARKING
NOTE: ALL ASSIGNMENTS ARE TO BE DONE USING PRE-EXISTING INFORMATION. UNDER
ABSOLUTELY NO CIRCUMSTANCES ARE STUDENTS TO ENGAGE IN SURVEYING OR
INTERVIEWING ANY MEMBERS OF THE PUBLIC OR OF THE INDUSTRY UNLESS PROFESSOR
HUNTER HAS BEEN OFFICIALLY AND EXPLICITLY APPRISED OF THIS AND HAS FORMALLY
GIVEN PERMISSION FOR IT TO OCCUR.
The grade for the essay is to be composed of the following:

Marks will in part be awarded for the presence of and Marks will be deducted in part
deducted for the absence of: for:
- directly, clearly and constantly answering the -not adhering to the School’s
question(s) assigned throughout your essay as per the writing guide attached to the
style guide's instructions assignment

- a fair / balanced assessment of all sides of relevant - pure description / regurgitation

issues
- thorough coverage of material - illiteracy / grammar / spelling
- original and creative analyses, interpretations, - sloppiness
applications and other ideas from YOU
- THOROUGH / proper / adequate substantiation -a lack of original thoughts and
analyses by YOU

The above is to be considered the essay’s marking rubric and the percentage weight given to
each criterion is 100% in that if any one item is bad enough it will result in a failing grade.
Comments on your submissions will indicate strengths and deficiencies regarding the salient
criteria above.
The marks deducted for incorrect grammar, spelling, referencing and an improper
bibliography will be a minimum of 15%.
7.0 TOPICS – TENTATIVE SEQUENCE & SCHEDULE

Anticipated General Topics Activities & Readings

Due Dates
1 Course Overview / Context
AN INTRODUCTION TO
GENERATIONAL AND COHORT
ANALYSES
Are generations and cohorts
consistently different and how certain
can we be about this?
If so what are the sources of these
differences?
2 COVID 19 AND YOU AS WELL AS YOUR
CAREER
3 AN ASSESSMENT OF MARKETS X, Y
AND Z AND OF THE BUSINESS
OPPORTUNITIES
Why do these markets matter?
Myths versus truths. Lists of readings will be
distributed detailing what
TBA in class
What are their sizes, locations as well should be read regarding each
as physical, psychological, financial and sub-topic.
social situations?

4 IMPLICATIONS FOR HOSPITALITY AND

TOURISM
What these markets want and buy and
why?
Marketing and catering to them.
Generations X, Y and Z as internal
customers.

5 AN ASSESSMENT OF BABY BOOMER

AND MATURE MARKETS AND OF THE
BUSINESS OPPORTUNITIES
Why do baby boomer and mature
markets matter?
 Myths versus truths. The new-
retirement.
What are their sizes, locations as well
as physical, psychological, financial and
social situations?

6 IMPLICATIONS FOR HOSPITALITY AND

TOURISM
What these markets want and buy and
why?
Snow birds, retirement communities
and the recreational vehicle
revolution.
Marketing and catering to these
customers.
Baby boomers and matures as internal
customers.

7 AN ASSESSMENT OF DISABLED
MARKETS AND OF THE BUSINESS
OPPORTUNITIES
Why do disabled markets matter?
Myths versus truths.
What are their sizes, locations as well
as physical, psychological, financial and
social situations?

8 IMPLICATIONS FOR HOSPITALITY AND

TOURISM
What disabled markets want and buy
and why?

Universal design and access.

Marketing and catering to the

disabled.

The disabled as an internal customer.

 9 AN ASSESSMENT OF LUXURY
MARKETS AND OF THE BUSINESS
OPPORTUNITIES
Why do wealthy markets matter?
Myths versus truths.
What are their sizes, locations as well
as psychological, financial and social
situations?

10 IMPLICATONS FOR NEW LUXURY

HOSPITALITY AND TOURISM

What the wealthy want and buy and

why?
Overcoming luxury spending
revulsion.
Marketing and catering to luxury
markets.

11 Guest speaker(s) and videos are

anticipated throughout the course.

12 Course conclusion.
The drop course deadline is the last
day of class.

8.0 TEACHING METHODS

This course will use live, non-recorded Zoom sessions incorporating the following
teaching/learning methods; lectures, problem-based learning, a group project and in-class
debates/discussions. As such the live course is designed for frequent and substantive
interaction to occur between the professor and students as well as among the students to
optimize the learning environment.
9.0 TEXTS AND READING LISTS

A custom package of readings/exercises is to be purchased from the book store. Students

should order it from https://campusstore.ryerson.ca/courselistbuilder.aspx as soon as possible.
Students are responsible for all of the readings, exercises and videos assigned. Lists of readings
will be distributed detailing what should be read regarding each sub-topic's material.
10.0 OTHER COURSE ISSUES

TO PASS THIS COURSE YOU MUST PASS THE COMBINATION OF BOTH TESTS.
TO BE SUCCESSFUL IN PROPERLY COMPLETING THIS COURSE ATTENDANCE IS REQUIRED AS
WELL AS ACTIVE PARTICIPATION IN CLASS ACTIVITIES AND DISCUSSIONS. YOU ARE ALSO
EXPECTED TO BE PREPARED FOR EACH CLASS AND THAT INCLUDES HAVING LEARNED/BEING
ON TOP OF WHAT HAS BEEN COVERED IN PREVIOUS CLASSES.
11.0 VARIATIONS WITHIN THE COURSE

Not Applicable

12.0 POLICIES & COURSE PRACTICES

Students are required to adhere to all relevant university policies found in their online course
shell in D2L and/or on the following URL: http://ryerson.ca/senate/course-outline-policies

12.1 Course Management

Every effort will be made to manage the course as stated. However, adjustments may be
necessary during the term at the discretion of the instructor. If so, students will be advised,
and alterations will be discussed prior to implementation. Students will be informed of any
such alterations during class and/or by D2L announcements.

12.2 Academic Integrity and Plagiarism

Ryerson’s Policy 60 (the Student Code of Academic Conduct) applies to all students at the
University. The policy and its procedures are triggered in the event that there is a suspicion
that a student has engaged in a form of academic misconduct.

Forms of academic misconduct include plagiarism, cheating, supplying false information to the
University, and other acts. The most common form of academic misconduct is
plagiarism. Plagiarism is a serious academic offence and penalties can be severe. In any
academic exercise, plagiarism occurs when one offers as one’s own work the words, data,
ideas, arguments, calculations, designs or productions of another without appropriate
attribution or when one allows one’s work to be copied even if it is a student’s work.

All academic work must be submitted using the citation style approved by the instructor. The
most common citation style is APA. Students may refer to the Ryerson Library for APA style
guide references: http://library.ryerson.ca/guides/toolbox/style/

It is assumed that all examinations and work submitted for evaluation and course credit will
be the product of individual effort, except in the case of group projects arranged for and
approved by the course instructor. Submitting the same work to more than one course,
without instructor approval, is also considered a form of plagiarism.

Suspicions of academic misconduct may be referred to the Academic Integrity Office

(AIO). Students who are found to have committed academic misconduct will have a Disciplinary
Notation (DN) placed on their academic record (not on their transcript) and will normally be
assigned one or more of the following penalties:
• A grade reduction for the work, ranging up to and including a zero on the work
• An F in the course
• More serious penalties up to and including total expulsion from the University

The unauthorized use of intellectual property of others, including that of your professor,
for distribution, sale, or profit is expressly prohibited, in accordance with Policy 60
(Sections 2.8 and 2.10). So notes taken in class cannot be shared with other students
without the professor‘s explicit permission. Intellectual property includes, but is not
limited to this professor’s:
• Slides
• Lecture notes
• Presentation materials used in and outside of class
• Lab manuals
• Course reader packs
• Exams

For more detailed information on these issues, please refer to the Academic Integrity policy and
to the Academic Integrity Office website.

• Students who commit academic misconduct a second time shall be placed on Disciplinary
Suspension (DS) for up to two years, at which time they may apply for reinstatement to a
program. The designation DS shall be placed on their permanent academic record and
official transcript. The notation shall remain until students graduate, or for eight (8) years,
whichever comes first.
• Disciplinary Withdrawn standing (DW) shall be permanently noted on students’ academic
records and official transcripts.
• Expulsions shall be permanently noted on students’ academic records and official
transcripts.
• NOTE: Students may not drop a course when they have been notified of the suspicion of
academic misconduct. If a student attempts to drop the course, the Registrar’s office will
re-register the student in that course until a decision is reached.
• When an instructor has reason to suspect that an individual piece of work has been
plagiarized, the instructor shall be permitted to submit that work to any plagiarism
detection service.
• CHEATING ON AN EXAM OR TEST: Ryerson’s Examination Policy requires that all students
have a valid student identification card or other photo identification on their desk/available
on line at all times when taking an examination. If it is suspected that someone is
 impersonating a student, the photo identification of that person will be checked, and the
person will be asked to sign the exam paper for further verification. If it is suspected that the
identification is not valid, students may be asked to provide alternate photo identification.
Security may be called, if circumstances warrant.

12.3 E-Mail Accounts

• Students are required to activate and maintain a Ryerson e-mail account. This shall be the
official means by which you will receive university communications. Ryerson requires that
any official or formal electronic communications from students be sent from their official
Ryerson E-mail account. Your email may not be responded if it comes from another email
address. See www.ryerson.ca/senate/policies/pol157.pdf

12.4 Academic Accommodation Support (AAS)

• Students who need academic accommodation support based on disability should register
with Academic Accommodation Support (AAS). For more information, visit
www.ryerson.ca/studentlearningsupport/academic-accommodation-support/
• Active students can view their accommodation letters and send electronically to professors,
and submit test or exam booking requests online.

12.5 Student Responsibilities in Academic Appeals

Students should read the Grades and Standing Appeals policy at
(https://www.ryerson.ca/content/dam/senate/policies/pol168.pdf)
• It is the student’s responsibility to notify and consult with either the instructor, or the
Chair/Director of the teaching department/school, depending on the situation, as soon as
circumstances arise that are likely to affect academic performance. It is also the student’s
responsibility to attempt to resolve all course related issues with the instructor and then, if
necessary, with the Chair/Director of the teaching department/school as soon as they
arise. An appeal may be filed only if the issue cannot be resolved appropriately. Failure to
deal with a situation as soon as it arises will jeopardize any appeal.
• Students who believe that an assignment, test, or exam has not been appropriately graded
must review their concerns with their instructor within 10 working days of the date when
the graded work is returned to the class.

12.6 Important Resources Available at Ryerson and TRSM

• Ryerson COVID-19 Information and Updates for Students summarizes the variety of resources
available to students during the pandemic.
• Preparing for Online Classes includes guides to completing quizzes or exams in D2L or Respondus,
using D2L Brightspace, joining online meeting or lectures, and collaborating with the Google Suite.

The Ted Rogers School of Management Academic Success Centre has a team of dedicated learning
professionals who support the academic life of students taking management courses at Ryerson
University. From tutoring sessions and specialized workshops, the ASC helps you develop new strategies,
skills, and behaviours to achieve your academic goals. Please make sure to consult their website for
details.
 Students are expected to use an acceptable standard of business communication for all
assignments. You are encouraged to obtain assistance from the Writing Support Unit at the
SLS (see link below) for help with your written communications as needed. (See the
Ryerson Library for APA style guide references
http://library.ryerson.ca/guides/toolbox/style/ and the Hospitality and Tourism
Announcements link on D2L)

• Use the services of the University when you are having problems writing,
editing or researching papers, or when you need help with course material:
• The Library (LIB 2nd floor) provides research workshops and individual assistance.
• Enquire at the Reference Desk or at https://library.ryerson.ca/workshops/
• TRSM Academic Success centre offers 30 minute writing consultations with a language
specialist: https://www.ryerson.ca/tedrogersschool/success/programs-
supports/writing-language-support/
• The Writing Centre offers one-on-one tutorial help with writing and
• workshops http://www.ryerson.ca/studentlearningsupport/writing-support/index.html
• Student Learning Support (4 floor Student Learning Centre building) offers individual
th

sessions and workshops covering various aspects of researching, writing, and studying
• http://www.ryerson.ca/studentservices/learningsuccess/index.html
• English Language Support offers workshops to improve overall
• communication skills
• http://www.ryerson.ca/studentlearningsupport/english-language-support/index.html

12.7 Late Assignments and Academic Consideration

• Students must submit assignments at the beginning of the class or when specified by
the professor on the due date. If the student does not hand in the assignment on time,
the professor may assign a penalty of up to 20% off the mark or even a zero (after a 24
hour period) on the assignment unless the student brings a health certificate or has
arranged a later submission with the professor prior to the deadline.
• If your course requires mandatory meetings for group work with the professor, you
should include in the course outline that dates will be set for the group meetings with
the students in writing and that if students do not come to their scheduled group
meeting with the professor, the student will be deducted 5%.
• The essay submitted for grading will be handed back as quickly as possible.
• When possible, students are required to inform their instructors of any situation
which arises during the semester which may have an adverse effect upon their
academic performance, and must request any consideration and accommodation
according to the relevant policies as far in advance as possible. Failure to do so may
jeopardize any academic appeals.
• Except in cases of accommodations for disabilities, where documentation is handled
directly by the Academic Accommodation Support Office, you can submit an Academic
Consideration Request when an extenuating circumstance has occurred that has
significantly impacted your ability to fulfill an academic requirement. Students must
submit an Academic Consideration form online through this link within 3 business
days of the missed work See the link below for the health certificate form. In addition,
the following procedures must be followed as well:
• Health certificates – If a student is going to miss a deadline for an assignment, a test or
an examination because of illness, he or she must submit a Ryerson Student Health
certificate AND an Academic Consideration form within 3 working days of the missed
date. Both documents are available at www.ryerson.ca/senate/forms/medical.pdf. It is
the student’s responsibility to make arrangements with the instructor for the missed
work.
• Should a student miss a mid-term test or equivalent (e.g. quiz, presentation), with
appropriate documentation, a make-up will be scheduled as soon as possible in the
same semester. Make-ups should cover the same material as the original assessment
but need not be of an identical format. Only if it is not possible to schedule such a make-
up may the weight of the missed work be placed on the final exam, or another single
assessment. This may not cause that exam or assessment to be worth more than 70% of
the student’s final grade. If a student misses a scheduled make-up test or exam, the
grade may be distributed over other course assessments even if that makes the grade
on the final exam worth more than 70% of the final grade in the course.
• Students who miss a final exam for a verifiable reason and who cannot be given a make-
up exam prior to the submission of final course grades, must be given a grade of INC (as
outlined in the Grading Promotion and Academic Standing Policy) and a make-up exam
(normally within 2 weeks of the beginning of the next semester - Winter or Spring) that
carries the same weight and measures the same knowledge, must be scheduled.
• Religious, Aboriginal and Spiritual observance – If a student needs an accommodation
because of religious, Aboriginal or spiritual observance, they must submit a Request for
Accommodation of Student Religious, Aboriginal and Spiritual Observance AND an
Academic Consideration Request form within the first 2 weeks of the class or, for a final
examination, within 2 weeks of the posting of the examination schedule. If the
requested absence occurs within the first 2 weeks of classes, or the dates are not known
well in advance as they are linked to other conditions, these forms should be submitted
to the HTM Office with as much lead time as possible in advance of the absence. Both
documents are available at
http://www.ryerson.ca/senate/forms/relobservforminstr.pdf. The office will notify the
instructor when they have received the request form.
• Other requests for Academic Consideration which are not related to medical or religious
observation must be submitted in writing together with the Academic Consideration
form to the student’s program office online through this link. The letter must clearly
state the reasons for the request and describe the events or circumstances that
seriously impair the student’s ability to meet their academic obligations, and that were
beyond the student’s control. When possible, supporting documentation must be
 attached to the letter submitted online. This online system will notify the instructor
when they have received the request.
• Academic Accommodation Support – Before the first graded work is due, students
registered with the Academic Accommodation Support office (AAS) should provide their
instructors with an Academic Accommodation letter that describes their academic
accommodation plan.
• Regrading or recalculation – These requests must be made to the instructor within 10
working days of the return of the graded assignment to the class. These are not grounds
for appeal, but are matters for discussion between the student and the instructor.
• The online submission of the Academic Consideration form and all supporting
documentation to your program office does not relieve you of the responsibility to
NOTIFY YOUR INSTRUCTOR of the problem as soon as it arises, and to contact with the
instructor again after the documents have been submitted in order to make the
appropriate arrangements.
• If you do not have a justifiable reason for an absence and/or have not followed the
procedure described above, you will not be given credit or marks for the work missed
during that absence.
• For more detailed information on these issues, please refer to Senate Policy 168 at
(Grade and Standing Appeals) and Senate Policy 150 (Accommodation of Student
Religious Observance Obligations). Both can be found at
https://www.ryerson.ca/senate/policies/.

12.8 Maintaining a Professional Learning Environment

It is expected that, since this course is an elective, it is being taken due to sincere interest. Thus,
students will be provided classes in a live/real time environment in which they can and are
expected to discuss, inquire about and contribute to class content in a civil manner without any
judgement from the professor nor from anyone else in the class. To that end the professor will
ask the students questions in an interactive manner in which any student may be selected to
answer. The intent is to simulate the real world of work and thus to uphold Ryerson’s tradition
of professional applied learning.

12.9 Academic Grading Policy

Evaluation of student performance will follow established academic grading policy outlined in
the Ryerson GPA Policy http://www.ryerson.ca/senate/policies/pol46.pdf . The grading system
is summarized below:

Definition Letter Grade Grade Point Conversion Range

A+ 4.33 90-100
Excellent A 4.00 85-89
A- 3.67 80-84
Good B+ 3.33 77-79
 B 3.00 73-76
B- 2.67 70-72
C+ 2.33 67-69
Satisfactory C 2.00 63-66
C- 1.67 60-62
D+ 1.33 57-59
Marginal D 1.00 53-56
D- 0.67 50-52
Unsatisfactory F 0.00 0-49