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Canyon College

COURSE SYLLABUS: Resort, Casino and Tourism Marketing

Course Title: Department: Instructor:

HT358 - Resort, Casino and Tourism Marketing Resort and Casino Management Marco A. Albarran, MBA, BS, CHRIE E-Mail Vita

COURSE DESCRIPTION:

Offers a complete approach to the marketing practices in all these fields. The student will get a good knowledge of how marketing strategies play a role in these industries.

COURSE OBJECTIVES:

You will be able to define what marketing is

You will get an understanding of Marketing Hospitality and Travel Services

Student will see how the Hospitality and Travel Marketing System works

We will understand Customer Behavior

You will learn how to analyzing Marketing Opportunities

You will do Marketing Research for each of these fields

Student will understand Marketing Strategies used in these fields: Market Segmentation and Trends Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives

Student will conduct a Marketing Plan and learn the Eight Ps

Will get a view on Product Development and Partnership

You will learn how People: Services and Service Quality is so critical to the success of these fields

Student will see the importance of Packaging and Programming

Student will learn how The Distribution Mix and the Travel Trade work

We will see how Promotion: Communications and the Promotional Mix work

We will see diverse Advertising options

How Sales Promotion and Merchandising are strategically utilized

The student will learn Personal Selling and Sales Management techniques and roles

How Public Relations and Publicity are diverse items rather than the same thing

Will learn diverse Pricing strategies

Student will learn how to conduct Marketing Management, Evaluation, and Control

The time frame for this course is eight (8) weeks.

Required Text: Online Bookstore

HOSPITALITY AND TRAVEL MARKETING
2nd Edition
by Alastair M. Morrison Ph.D.
COPYRIGHT (c) 1996 BY DELMAR PUBLISHERS INC.
ISBN #: 0827366205

COURSE ASSIGNMENTS

Weekly written course assignments consist of answering questions and completing the Internet Exercises in narrative form. Answers to questions must be typed, double- spaced, and numbered or work will be returned for proper numeration of answers.

Week One
Read and answer questions:

Chapter 1 Marketing Defined
Chapter 2 Marketing Hospitality and Travel Services
Chapter 3 The Hospitality and Travel Marketing System
Chapter 4 Customer Behavior

Week Two
Read and answer questions:

Chapter 5 Analyzing Mar Chapter 6 Marketing Research
Chapter 7 Marketing Strategy: Market Segmentation and Trends
Chapter 8 Marketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives Marketing Opportunities

Week Three
Read and answer questions:

Chapter 9 The Marketing Plan and the Eight Ps
Chapter 10 Product Development and Partnership

Midterm review chapters 1-10

• Submit a brief outline of your research project

Week Four

• MIDTERM on Chapters 1 through 10

Week Five
Read and answer questions:

Chapter 11 People: Services and Service Quality
Chapter 12 Packaging and Programming
Chapter 13 Place: The Distribution Mix and the Travel Trade
Chapter 14 Promotion: Communications and the Promotional Mix

Week Six
Read and answer questions:

Chapter 15 Advertising
Chapter 16 Sales Promotion and Merchandising
Chapter 17 Personal Selling and Sales Management
Chapter 18 Public Relations and Publicity

Week Seven
Read and answer questions:

Chapter 19 Pricing
Chapter 20 Marketing Management, Evaluation, and Control
PROJECT DUE
Final Review

Week Eight
FINAL EXAM Comprehensive

RESEARCH PROJECT
General Information:

• Minimum of 5 pages typed and professionally presented
• Include all information possible, including pictures, brochures, web pages, organizational charts.
• Must have Introduction, Table of contents, organizational chart, conclusion and personal opinion
• Must have contact business cards, date of appointment, and everyone you spoke to. Please send a thank you note to your contacts. We will use these contacts for future extern/site tour sites
• Please find out and get owner’s name and contact information.

Objective:
Develop a marketing plan of your choice for a resort, casino or tourism entity

We will discuss format of paper upon commencement of class. Assignments and Writing

At the undergraduate level, students are expected to have an advanced writing style; therefore, all written assignments must be typed on a computer in an organized format of your choice as long as it is appropriate for the information being presented. Because effective communication is a primary element of success in today's competitive business environment, spelling, grammar and punctuation will be strictly enforced and graded as part of the assignment. Exceptions will not be made.

Plagiarism is unquestionably the worst academic violation a student can commit. If you are caught utilizing material without proper reference or citation, you will receive an automatic failing grade for this course. All references must be cited as a footnote or endnote utilizing any acceptable style of your choice. If you have any questions in this area, please contact me.

All assignments must be turned in on time to receive full credit. Please make prior arrangements for unusual circumstances.

Grading

The course grading criteria is as follows:

Mid-Term Homework Project Final Exam TOTAL

25% 25% 25% 25% 100%

100 – 90 89 – 80 79 – 70 69 – 60 Below 60

A B C D F

Final Note

I look forward to assist and instruct you in this course. Should you have any questions, please feel free to email me at your discretion. I wish you the best in your studies.

M. Albarran