REGENCY POLYTECHNIC COLLEGE INC.

Gensan Drive, Brgy. Morales

City of Koronadal, South Cotabato

Program : BACHELOR OF SCIENCE IN HOSPITALITY MANAGEMENT

(BSHM)
CMO.62,Series 2017

SYLLABUS (OBE FORMAT)

Course Descriptive Title : THC 7 Tourism and Hospitality Marketing

Course Credit : 3 Units
Lecture Units : 3 hourS
Pre-requisite : HPC 3 AND HPC 4

SIGNATURE ABOVE SIGNATURE ABOVE SIGNATURE ABOVE SIGNATURE ABOVE

CUENEE B. ALARCON Mrs. Ruth S. Barbecho,MBA-HRM Nida P. Pastor,Ph.D Roberto F. Escaro III.LL.B. MA Ph.D ME
INSTRUCTOR Head,College of Hospitality VPAA SCHOOL PRESIDENT
PREPARED BY:
REVIEWED BY: VERIFIED BY: APPROVED BY:

DATE: DATE: DATE: DATE:

VISION
We envision a Premiere Tourism and Hospitality Department in this institution recognized for Of outstanding program producing world class travel and
hospitality managers and professionals.

MISSION
We commit ourselves in the formation of top, competent and compassionate regencians travel and hospitality professionals for the service of the national
and global community.

OBJECTIVES:

The Hospitality and travel management department of the regency polytechnic college inc. In line with the institutions mission and vision commits to achieve
of the following:
 The provision of scholarly and professionals expertise to meet the dynamic needs of the travel, tourism and hospitality industry.
 A high-quality academic program designed for our graduates to secure an entry level position heading towards leadership, managerial and entrepreneurial as
well as pioneering roles in the tourism and hospitality industry.
 Strong linkage between among industry, government and educational institution via collaborative research works, community development and professional
consultancy programs
Course description:
This course will equip students with necessary skills to develop actual marketing campaigns for a business within the tourism and hospitality industry. Emphasis is
on the analysis of the market, its competition and its product; preparation of a financial budget and the development of short-term and long-range strategies to
achieve desired profit through effective advertising, sales and an effective public relations plan.
 References/ Teaching Assessment Teaching Aids/
Desired Learning Learning Textbook Delivery (Achievement Resource Time Table Date Covered
Outcomes Content/ (OBTL) Learning) materials
(DLO) Subject
Matter
Class Oral Recitation 4 hours a week Week 1
 Define tourism  Unique Book: discussion Activities
marketing and its Laptop
charact Tourism Quiz
function Module
eristic of Marketing Assignment
 Differentiate tourism
tourism product industry Author:
from consumer  Marketi
goods ng Maricel
 Explain the manage Gatchalian- Badilla
marketing ment
management process
process  The
marketi
ng mix
 Define what a Book: Class Oral Recitation 4 hours a week Week 2
market is  Market Tourism discussion Activities
 State the three segmen Marketing Quiz
steps to target tation Assignment
marketing  Charact Author: Laptop
 Identify the eristics
of a Maricel Module
characteristics of
good market market Gatchalian- Badilla
segment segmen
 Distinguish the new t
emerging market in  Variable
the Philippines s of
segmen
tation
  Market
targetin
g
 New
and
emergin
g
markets

 Identify the factors  Factors Book: Class 4 hours a week Week 3

that influence that Tourism discussion Oral Recitation
consumer behavior influenc Marketing Activities
e Laptop
 Discuss the stages Quiz
consum Author: Module
of the buyer Assignment
er
decision -making behavio Maricel
 Explain the role of r Gatchalian- Badilla
service quality in  Stages
customer of buyer
satisfaction decision
 Models
consum
er
behavio
r
 Individu
al
versus
organiz
ational
buyer
 behavio
r

PRELIM EXAM PRELIM PRELIM EXAM PRELIM PRELIM EXAM PRELIM EXAM PRELIM EXAM Week 4
EXAM EXAM
 Explain the  Models Book: 4 hours a week Week 5
communication of Tourism Class Oral Recitation
process using models commun Marketing discussion Activities Laptop
and theories ication Quiz
 Identify Author: Assignment Module
communication  Roles of
models relevant to culture Maricel
marketing process in Gatchalian- Badilla
 Explain Impact of Tourism
culture in the marketin
marketing process g
 Describe the  Goal of
communication marketin
challenges and g
problems and how to commun
avoid it ication

 Identify the tourism  Key Book: Class Oral Recitation 4 hours a week Week 6
product and its players Tourism discussion Activities With laboratory
Laptop
component in the Marketing Quiz
 Enumerate the stages tourism Assignment Module
of product life cycle industry Author:
and destination life  Stages
cycle of Maricel
 Recognize that the product Gatchalian- Badilla
life
 Philippines has a lot cycle
of tourist-worthy  And
attractions destinati
 Discuss the product on life
development process cycle
 Philippi
ne
destinati
ons
 Product
develop
ment
process

 Discuss the price and  Key Book: Class Oral Recitation 4 hours a week Week 7
its role in tourism factor Tourism discussion Activities Laptop
 Enumerate the key affectin Marketing Quiz
factors affecting g price Assignment Module
price  General Author:
 Identify the general pricing
pricing approaches approac Maricel
and strategies hes Gatchalian- Badilla
 Explain the concept  Pricing
of revenue strategi
management and es
market recovery  Revenu
through price e
 Explain how to deal manage
with the price’s ment
changes  Price
change
s
MIDTERM EXAM MIDTERM MIDTERM MIDTERM MIDTERM EXAM MIDTERM MIDTERM Week 8
EXAM EXAM EXAM EXAM EXAM
 Explain the role of  Pr Book: Class 4 hours a week Week 9
promotion in tourism om Tourism Marketing discussion Oral Recitation Laptop
 Identify the uses, oti Activities
advantages and dis on Author: Quiz Module
advantages of  Ad Assignment
advertising, direct ver Maricel Gatchalian-
marketing and tisi Badilla
personal selling ng
 Dir
ect
ma
rke
tin
g
 Pe
rso
nal
sel
lin
g
 St
ep
s
of
the
sal
es
pr
 oc
es
s

 Describe the public  Public Book: Class Oral Recitation 4 hours a week Week 10
relation and the relation Tourism discussion Activities Laptop
major PR activities s Marketing Quiz
 Apply public relation  Major Assignment Module
concepts in public Author:
promoting tourism relation
products and services activitie Maricel
 Define sales s Gatchalian- Badilla
promotion and the  Crisis
factors that led to manage
growth ment
 Apply the different and
sales promotional crisis
tools to appropriate commu
scenarios nication
 Explain the PR sales  Sales
and sales promoti
promotional process on

 Discuss the  Distribut Book: Class Oral Recitation 4 hours a week Week 11
importance of ion Tourism discussion Activities Laptop
distribution in system Marketing Quiz
marketing mix  Distribut Assignment Module
 Identify the various ion Author:
distribution channels channel
that can be used in and its Maricel
the tourism industry importa Gatchalian- Badilla
 Discuss the roles and nce
function of these  Marketi
 distribution channel ng
 Identify the different interme
marketing diaries
intermediaries  Franchi
 Describe how to sing
select channel  Delivery
members system’
 Evaluate the use of
franchising

SEMI-FINAL EXAM SEMI-FINAL SEMI-FINAL SEMI-FINAL SEMI-FINAL EXAM SEMI-FINAL SEMI-FINAL Week 12
EXAM EXAM EXAM EXAM EXAM
 Describe what is  Social Book: Class Oral Recitation 4 hours a week Week 13
digital marketing media Tourism discussion Activities Laptop
 Identify digital  Social Marketing Quiz
marketing tools and media Assignment Module
promotion and content Author:
distribution of  The
tourism product internet Maricel
 Discuss the and the Gatchalian- Badilla
limitation and the world
advantages of using wide
the internet web
 Differentiate  Marketin
traditional from g on the
digital marketing internet
 Illustrate what an  Travel
effective digital websites
marketing campaign  Effective
is digital
 marketin
g
campaig
ns

 Define what  Relation Book: Class Oral Recitation 4 hours a week Week 14
relationship ship Tourism discussion Activities
marketing is and its marketin Marketing Quiz Laptop
value to the tourism g defined Assignment
enterprise  Levels of Author: Module
 Differentiate between relations
traditional and hip Maricel
relationship  Dimensi Gatchalian- Badilla
marketing ons of
 Discuss how to retain relations
and build customer hip
loyalty marketin
 Identify what hinders g
relationship  Complai
marketing nt
manage
ment
system
 Custome
rs loyalty
 Resistan
ce to
relations
hip
marketin
g
 Restate the  Destinati Book: Class Oral Recitation 4 hours a week Week 15
importance of on as a Tourism discussion Activities Laptop
Destination branding brand Marketing Quiz
and marketing  Branding Assignment Module
 Explain the  Destinati Author:
development of a on image
brand identity and Maricel
 Discuss the impact of branding Gatchalian- Badilla
film tourism in  Develop
destination branding ment of
and marketing a brand
 Identify the four identity
broad strategies for  Strategie
attracting visitors s for
attractin
g visitors
 Challeng
es of
destinati
on
branding

 Identify with career  Benefits Class Oral Recitation Week 16

options and entry and discussion Activities Laptop
level position challeng Quiz
available es Assignment Module
 Visualize what a  Upcomin
typical day is in each g
of the jobs prospect
 Compare the s and
commonalities in trends in
each job Philippin
 Find what the e
tourism industry has Tourism
to offer  Advice
to
tourism
industry
practitio
ner

FINAL EXAM FINAL EXAM FINAL EXAM FINAL FINAL EXAM FINAL EXAM FINAL EXAM Week 17
EXAM
GRADING SYSTEM
A. PRELIM

1.Class Performance (CP) 60%

Quizzes/activities 20 %

Assignments 20%

Recitation 20%
________________________________________________

Total 60%

2.Subject Proficiency (SP) 40 %

Prelim Exam 100% x 40% = 40%

___________________

Prelim Grade = 100%

B. MIDTERM

1.. Class Performance (CP) 60%

Quizzes/activities 20 %

Assignments 20%

Recitation 20%

________________________________________________

Total 60%

2.Subject Proficiency (SP) 40 %

Prelim Exam 100% x 40% = 40%

___________________