DIVINE WORD COLLEGE OF LEGAZPI

School of Hospitality Management

North Campus, Washington Drive, Legazpi City

SYLLABUS IN Hospitality and Tourism Marketing

First Semester, Academic Year 2018-2019

SCHOOL : School of Hospitality Management PROGRAM : BSHM

COURSE CODE : Hospitality and Tourism Marketing CREDIT UNITS : 3

CLASS DAYS AND CLASS TIME: ROOM :

INSTRUCTOR : Gwendon O. Reyes

EMAIL ADDRESS : gwendonreyes@dwc-legazpi.edu

CONSULTATION SCHEDULE :

COURSE DESCRIPTION : This course offers an in-depth look at marketing principles and strategies. It relates various marketing functions and techniques
from the perspectives of the hospitality and marketing individual; from the delivery point or service personnel to the end user of
the guests and patrons. Furthermore, this course focuses on understanding marketing issues for a service industry with key topics
such as customer care (service marketing), loyalty (incentive marketing), service recovery, and quality management (product and
service quality in hospitality industry).
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COURSE PRE-REQUISITE/S :
INTENDED LEARNING OUTCOMES (ILO): Program Outcome, Student outcome and Performance Indicators
Expected Divinian Graduate
Attributes (EDGA)/
Required Domains of
Competencies
Communication skills
Critical Thinking Skills
People Skills/Teamwork Skills
INTENDED PROGRAM OUTCOME INTENDED STUDENT OUTCOMES PERFORMANCE INDICATORS
At the end of the Program, the students At the end of this lecture course, the
should be able to: students should be able to:
IPO 1: Demonstrate knowledge and application ISO 1: Understand the marketing issues
of marketing concepts through case analysis, for a service industry such as customer
trends research, and visual application. care (service marketing), loyalty
(incentive marketing), service recovery,
and quality management (product and
service quality in hospitality industry)
IPO 2: Effectively demonstrate critical thinking ISO 2: Apply basic techniques of
skills through in depth analysis and creation of rendering excellent customer service,
marketing plan which could be destination, implementing service recovery, and
product, or service. managing product and service quality.
IPO 3: Integrating marketing principles and ISO 3: 3. Create a marketing plan
strategies through a marketing plan based on one’s professional
circumstances that will integrate the
principles and strategies acquired in the
course.
LEARNING PLAN

Intended Learning Topic/s Teaching/Learning Strategies Resources Needed Assessment/Evaluation Time

Outcomes Frame
At the end of the lesson, the
students will be able to
1. Understanding Marketing Lecture/discussion forum White Board & Marker Quiz 3
Define Marketing for the Management Case study Laptop Recitation
Twenty-First Century Debate series LCD Projector
Develop and Implement
Marketing Strategies and
Plans
Understand Markets, Market
Demand, and the Marketing
Environment
2. Connecting with Customers Lecture/discussion forum White Board & Marker Quiz 3
Create Customer Value, Case study Laptop Recitation
Satisfaction, and Loyalty Debate series LCD Projector
Analyze Consumer Markets
Analyze Business Markets
Identify Market Segments
and Targets
Create Brand Equity 3. Building Strong Brands Lecture/discussion forum White Board & Marker Quiz 3
Case study Laptop Recitation
Craft Brand Positioning and Debate series LCD Projector
Dealing with Competition
4. Shaping the Market Lecture/discussion forum White Board & Marker Quiz 3
Set Product Strategy and Offerings Case study Laptop Recitation
Market through the Life Debate series LCD Projector
Cycle
Design and Manage
Services
Measure Service Quality
and Business Performance
Manage Service Encounters:
Customer Satisfaction,
Service Failure, and Service
Recovery
PRELIMINARY
EXAMINATION
5. Developing Pricing Lecture/discussion forum White Board & Marker Quiz 3
Understand Pricing and the Strategies and Programs Case study Laptop Recitation
Psychology of Pricing Debate series LCD Projector
Set and Adapting the Price
Initiate and Respond to Price
Changes
6. Delivering Value Lecture/discussion forum White Board & Marker Quiz 3
Design and Manage Case study Laptop Recitation
Integrated Marketing Debate series LCD Projector
Channels
Manage Retailing,
Wholesaling, and Logistics
Apply E-Commerce
Marketing Practices
MIDTERM
EXAMINATION
Design and Manage 7. Communicating Value Lecture/discussion forum White Board & Marker Quiz 3
Integrated Marketing Case study Laptop Recitation
Communications Debate series LCD Projector

Establish Customer
Relationship and Loyalty
Develop and Managing an 8. Managing Mass Lecture/discussion forum White Board & Marker Quiz 3
Advertising Program Communications Case study Laptop Recitation
Debate series LCD Projector
Develop Effective Sales
Promotions

Utilize Public Relations and

Crisis Management

Create Events and

Experiences
Integrate Direct Marketing, 9. Managing Personal Lecture/discussion forum White Board & Marker Quiz 3
Interactive Marketing, and Communications Case study Laptop Recitation
Word-of-Mouth Advertising Debate series LCD Projector
for Competitive Advantage

Utilize Personal Selling in

Building Customer
Relationships

Manage the Sales Force

PREFINAL
EXAMINATION
Recognize the Cultural 10. Marketing Across Cultures Lecture/discussion forum White Board & Marker Quiz 3
Variable in International Case study Laptop Recitation
Marketing Debate series LCD Projector

Market Decisions for the

Intercultural Environment

Understand Intercultural
Marketing Communications
Learn how to Compete on a 11. Managing Marketing in a Lecture/discussion forum White Board & Marker Quiz 3
Global Basis Global Economy Case study Laptop Recitation
Debate series LCD Projector
Learn how to Form Strategic
Alliances

Become Socially Responsible

Marketing
Course Integration –
FINAL EXAMINATION
Marketing Plan Presentation 12. Marketing Plan Group Presentation Laptop Presentation 8 hours
and Defense Event Application LCD Projector\Screen
Hall
Utility Personnel
Judges
Faculty and Staff
FINAL COURSE OUTPUT:

As evidence of attaining the above intended learning outcomes, the student is required to do and submit the following during the indicated dates of the terms:

INTENDED LEARNING OUTCOME REQUIRED OUTPUT DUE DATE

Students should be able to completely submit a comprehensive marketing plan with Marketing Plan and Event Presentation Finals
event presentation.
RUBRIC FOR ASSESSMENT:

Attach here the rubric that students will use to self-check their required output prior to submission. The same rubric will also be used to grade the student’s work. Integrate
within and reflect through the rubric criteria.

CASE STUDY ASSESSMENT RUBRIC

Instructions: Read the case study (given by the lecturer) and answer the questions worth 20 points each in essay format. You will be graded for each question based on the following:

CRITERIA
Answers to the Answers to the Answers to the
questions are well- questions are somewhat questions are not clear, a
focused and clearly clear. seemingly random
Content & Analysis discussed. Ordinary understanding collection of
Exceptional perception of the topic’s information.
and understanding of the significance. Superficial
topic. Little insight or critical understanding of the
Demonstrates critical thinking about the topic.
thinking and insight subject matter. Lack of insight or
about the subject matter. critical thinking about
the subject matter.
10 8 6
Two or more marketing Two or more marketing No theory identified at
Theories theories identified and theories identified but all and no description of
descriptions of how no description or theoretical observation
Identification & theories are observed explanation of how or implementation
Application and implemented are theories are observed provided.
thoroughly explained. and implemented.
6 4 2
Details are placed in a Some details are not in a Many details are not in a
logical order and the logical or expected logical or expected
way they are presented order, and this distracts order. There is little
effectively keeps the the reader. sense that the writing is
Organization interest of the reader. Many spelling, organized.
Spelling, punctuation, punctuation, and Many spelling,
and grammar are all grammar errors; word punctuation, and
correct; word choice choice shows need for grammar errors; word
shows professional professional growth. choice shows need for
growth. professional growth;
difficult to read; lack of
proofreading.
4 3 2
TOTAL 20 15 10
 HOSPTITALITY AND TOURISM MARKETING

Group Members: __________________________________

__________________________________
__________________________________
__________________________________
__________________________________

MARKETING PLAN ASSESSMENT RUBRIC

Objective: Synthesize principles and concepts of marketing management to develop a marketing plan.

PART I. The Marketing Plan

CRITERIA Level 3: Exceeds Level 2: Meets Level 1: Does Not Meet

Expectations
Product concept is very unique.
Positioning statement is
Critical & Creative cohesive and clearly states the
Thinking Skills product’s competitive
advantage.
10
Complete – All parts of a
standard marketing plan have
been completed and the
Content analysis of data supports the
marketing plan and is more
than sufficiently covered in
breadth and depth.
20
Application of Uses marketing concepts in the
Marketing Concepts marketing plan with a high
(i.e. marketing mix, degree of effectiveness.
SWOT analysis,
marketing research,
etc.)
20
TOTAL 50
Expectations
Product concept is not new, but
with some unique qualities.
Positioning statement is somehow
coherent but does not clearly
describe the product’s
competitive advantage.
7 5
Complete – All parts of a standard
marketing plan have been
completed and the analysis of
data supports the marketing plan
and is sufficiently covered in
breadth and depth.
15
Uses marketing concepts in the
marketing plan with moderate
effectiveness.
15
37
Expectations
Product concept is not unique at
all, very common in the market.
Positioning statement is
incoherent and does not state
what the product’s competitive
advantage is.
Incomplete – All parts of a
standard marketing plan have
not been completed and the
analysis of data does not support
the marketing plan and is
insufficiently covered in breadth
and depth.
10
Uses marketing concepts in the
marketing plan with limited
effectiveness.
10
25
PART II. Presentation and Communication

CRITERIA Level 3: Exceeds Level 2: Meets Level 1: Does Not Meet

Expectations Expectations Expectations
Visual Support Uses visual support materials Uses visual support materials with Uses visual support materials
(i.e. product prototype, with a high degree of considerable effectiveness. with limited effectiveness.
packaging, effectiveness.
presentation
software/powerpoint,
commercial, etc.)
10 7 5
Organization and Oral Communicates information and Communicates information and Communicates information and
Skills (i.e. flow of ideas with a strong sense of ideas with a clear sense of ideas with a limited sense of
report, audience. audience. audience.
professionalism,
enthusiasm, pace,
voice, etc.)
20 15 10
Knowledge and All members of the group are A few members of the group are Members of the group are not
Defense knowledgeable about the knowledgeable about the knowledgeable about the
marketing plan. marketing plan. marketing plan.
Strong ability to defend and Moderate ability to defend and Lack ability to defend and
answer questions from the answer questions from the panel answer questions from the panel
panel and audience. and audience. and audience.
20 15 10
TOTAL 50 37 25

OTHER COURSE REQUIREMENTS/ASSESSMENTS:

 Active participation on the different activities

 Attendance
 Educational Tour
 Major Exams
 Marketing Plan – Event Presentation
 Projects
 Quizzes
 Recitation
Teaching Methods/Strategies
 Lecture/discussion forum
 Case study
 Debate series
 Group Research – Marketing Plan with Presentation

Course Policies and Other Requirements

A detailed description of the professor’s expectations; policies on assignments; instructions for completing projects, papers, journals, lab work, tests, make-up
exams; attendance/tardiness etc.

GRADING SYSTEM:
The student will be graded according to the following:
Please refer to the student’s handbook, pages 14-17.
Term Examinations 33%
Class Standing 67%
100%
PRELIMINARY GRADE = 67% class standing + 33% transmuted prelim exam
MIDTERM GRADE = 67% class standing + 33% transmuted midterm exam
PRE-FINAL GRADE = 67% class standing + 33% transmuted pre-finals exam
TENTATIVE FINAL GRADE = 67% class standing + 33% transmuted final exam
FINAL GRADE = (Prelim Grade + Midterm Grade + Pre-final Grade + Tentative Final Grade) / 4
LEARNING RESOURCES/REFERENCES:

Books

1. Reid, Robert D. Hospitality marketing management. 5th ed. Hoboken, N.J.: Wiley, c2010.

2. Hudson, Simon. Tourism and hospitality marketing: a global perspective. 1st ed. Thousand Oaks, Calif.: Sage Publications, 2008.

3. Shoemaker, Stowe. Marketing essentials in hospitality and tourism: foundations and practices. Upper Saddle River, N.J.: Pearson/Prentice Hall, c2008.

4. Wagen, Lynn Van Der. Hospitality management: strategy and operations. 2nd ed. Frenchs Forest NSW: Pearson Education, c2008.

5. Morritt, Ronald M. Segmentation strategies for hospitality managers: target marketing for competitive advantage. New York, N.Y.: Haworth Press, c2007.

6. Shoemaker, Stowe. Marketing leadership in hospitality and tourism: strategies and tactics for competitive advantage. 4th ed. Upper Saddle River, N.J.:
Pearson/Prentice Hall, c2007.

7. Kotler, Philip. Marketing for hospitality and tourism. 4th ed. 2006.

8. Hartley, Robert F. Marketing mistakes and successes. Hoboken, N.J.: Wiley, c2009.

9. Wood, Marian Burk. The marketing plan handbook. Upper Saddle River, N.J.: Pearson, c2011.

10. Kotler, Philip and Keller, Kevin. A framework for marketing management. Upper Saddle River, N.J.: Pearson, c2009.

11. Oh, Haemoon and Pizam, Abraham. Handbook of hospitality marketing management. Oxford, U.K.: Elsevier, c2008.

12. Usunier, Jean-Claude and Lee, Julie Anne. Marketing across cultures. 5th ed. Harlow, England: Prentice Hall, c2009.
Ebooks

1. Grichnik, Kaj. Make or break: how manufacturers can leap from decline to revitalization. New York: McGraw-Hill, 2008.

2. Rutherford, David. Vulcans, earthlings and marketing ROI: getting finance, marketing and advertising onto the same planet. Waterloo, Ont.: Wilfrid Laurier University
Press, c2008.

3. Vollmer, Christopher. Always on: advertising, marketing and media in an era of consumer control. New York: McGraw-Hill, c2008.

Journals

1. The journal of services marketing. Santa Barbara, CA: Journal of Services Marketing, Inc., c1987-.

2. Marketing science: the marketing journal of TIMS/ORSA. [Providence, R.I. : The Institute of Management Sciences and Operations Research Society of America,

3. JMR, Journal of marketing research. [Chicago, IL: American Marketing Association].

4. Journal of travel & tourism marketing. Binghamton, NY: Haworth, 1992-.

Prepared by:

GWENDON O. REYES

Faculty