BHM 4680, Marketing for Hospitality and Tourism 1 Course Description Study of marketing as one of the most exciting and complex functions of a hospitality and tourism manager. Combines knowledge of the market's behavior, a tailored product-service mix, and appropriate sales techniques to demonstrate that the marketing function represents one of the operation's best chances for success. Course Textbook Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for hospitality and tourism (6th ed.). Upper Saddle River, NJ: Prentice Hall. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Explain the functions of hospitality marketing. 2. Distinguish between the concepts of marketing and selling. 3. Outline how marketing plans are developed. 4. Explain marketing segmentation and positioning in hospitality management. 5. Demonstrate the use of the four Ps of marketing in hospitality. 6. Analyze product-service mix and distribution strategies. 7. Explain the relationship between market segmentation and the development of marketing strategies. Credits Upon completion of this course, the students will earn three (3) hours of college credit. Course Structure 1. Study Guide: Each unit contains a Study Guide that provides students with the learning outcomes, unit lesson, required reading assignments, and supplemental resources. 2. Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 3. Unit Lesson: Each unit contains a Unit Lesson, which discusses lesson material. 4. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. 5. Suggested Reading: Suggested Readings are listed in the Unit I-III, VII, and VIII study guides. Students are encouraged to read the resources listed if the opportunity arises, but they will not be tested on their knowledge of the Suggested Readings. 6. Learning Activities (Non-Graded): These non-graded Learning Activities are provided to aid students in their course of study. 7. Discussion Boards: Discussion Boards are part of all CSU term courses. More information and specifications can be found in the Student Resources link listed in the Course Menu bar. 8. Unit Assessments: This course contains five Unit Assessments, one to be completed at the end of Units I-V. Assessments are composed of written-response questions. 9. Unit Assignments: Students are required to submit for grading Unit Assignments in Units I-VIII. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with each assignment. Specific information about accessing these rubrics is provided below. 10. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. ...

1. BHM 4680, Marketing for Hospitality and Tourism 1
Course Description
Study of marketing as one of the most exciting and complex
functions of a hospitality and tourism manager. Combines
knowledge of the market's behavior, a tailored product-service
mix, and appropriate sales techniques to demonstrate that
the marketing function represents one of the operation's best
chances for success.
Course Textbook
Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for
hospitality and tourism (6th ed.). Upper Saddle River, NJ:
Prentice Hall.
Course Learning Outcomes
Upon completion of this course, students should be able to:
1. Explain the functions of hospitality marketing.
2. Distinguish between the concepts of marketing and selling.
3. Outline how marketing plans are developed.
4. Explain marketing segmentation and positioning in

2. hospitality management.
5. Demonstrate the use of the four Ps of marketing in
hospitality.
6. Analyze product-service mix and distribution strategies.
7. Explain the relationship between market segmentation and
the development of marketing strategies.
Credits
Upon completion of this course, the students will earn three (3)
hours of college credit.
Course Structure
1. Study Guide: Each unit contains a Study Guide that provides
students with the learning outcomes, unit lesson,
required reading assignments, and supplemental resources.
2. Learning Outcomes: Each unit contains Learning Outcomes
that specify the measurable skills and knowledge
students should gain upon completion of the unit.
3. Unit Lesson: Each unit contains a Unit Lesson, which
discusses lesson material.
4. Reading Assignments: Each unit contains Reading
Assignments from one or more chapters from the textbook.
5. Suggested Reading: Suggested Readings are listed in the Unit
I-III, VII, and VIII study guides. Students are
encouraged to read the resources listed if the opportunity arises,
but they will not be tested on their knowledge of
the Suggested Readings.

3. 6. Learning Activities (Non-Graded): These non-graded
Learning Activities are provided to aid students in their
course of study.
7. Discussion Boards: Discussion Boards are part of all CSU
term courses. More information and specifications
can be found in the Student Resources link listed in the Course
Menu bar.
8. Unit Assessments: This course contains five Unit
Assessments, one to be completed at the end of Units I-V.
Assessments are composed of written-response questions.
9. Unit Assignments: Students are required to submit for
grading Unit Assignments in Units I-VIII. Specific
information and instructions regarding these assignments are
provided below. Grading rubrics are included with
each assignment. Specific information about accessing these
rubrics is provided below.
10. Ask the Professor: This communication forum provides you
with an opportunity to ask your professor general or
course content related questions.
BHM 4680, Marketing for
Hospitality and Tourism
Course Syllabus
BHM 4680, Marketing for Hospitality and Tourism 2
11. Student Break Room: This communication forum allows for
casual conversation with your classmates.

4. CSU Online Library
The CSU Online Library is available to support your courses
and programs. The online library includes databases,
journals, e-books, and research guides. These resources are
always accessible and can be reached through the library
webpage. To access the library, log into the myCSU Student
Portal, and click on “CSU Online Library.” You can also
access the CSU Online Library from the “My Library” button on
the course menu for each course in Blackboard.
The CSU Online Library offers several reference services. E-
mail ([email protected]) and telephone
(1.877.268.8046) assistance is available Monday – Thursday
from 8 am to 5 pm and Friday from 8 am to 3 pm. The
library’s chat reference service, Ask a Librarian, is available
24/7; look for the chat box on the online library page.
Librarians can help you develop your research plan or assist you
in finding relevant, appropriate, and timely information.
Reference requests can include customized keyword search
strategies, links to articles, database help, and other
services.
Unit Assignments
Unit I Web Assignment
Online Marketing
In only a few short years, consumer-generated marketing has
increased exponentially. It is also known as consumer-

5. generated media and consumer-generated content. More than
100 million websites contain user-generated content.
You may be a contributor yourself if you have ever posted
something on a blog, reviewed a product at Amazon.com,
uploaded a video on YouTube, or sent a video from your mobile
phone to a news website. This force has not gone
unnoticed by marketers and with good reason. Nielsen, the TV
ratings giant, found that most consumers trust consumer
opinions posted online. As a result, perceptive marketers
encourage consumers to generate content.
1. Find two examples (other than those discussed in this
chapter) of marketer-supported, consumer-generated
content and two examples of consumer-generated content that is
not officially supported by the company whose
product is involved. Provide the web link to each, and discuss
how the information affects your attitude toward the
companies involved.
2. Discuss the advantages and disadvantages of consumer-
generated marketing.
Your response should be at least 300 words in length and in
paragraph form. All sources used, including the textbook,
must be cited and referenced according to APA style.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
Unit II Web Assignment
A business hotel wants to gather some preliminary information

6. on how business travelers feel about the menu variety,
food, and service in its restaurants.
A fast food restaurant wants to investigate the effects that
children have on product purchases.
1. Choose one of the scenarios above. Go to the CSU Online
Library, and search for a research report (research
journal preferred) that provides data with insight into the
situation. Briefly summarize each report, and indicate
what information you would provide to your manager in order to
address the topic.
2. What would be your plan for collecting primary data?
Describe the approach, sampling plan, instruments, and
how you would implement the research.
Your response should be at least 300 words in length and in
paragraph form. All sources used, including the textbook,
must be cited and referenced according to APA style.
mailto:[email protected]
BHM 4680, Marketing for Hospitality and Tourism 3
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
Unit III Web Assignment

7. 1. Using the internet, visit the tourism website of a state of your
choice. Describe the best target market of the state.
Discuss your analysis. It should be based on Table 8-1 in your
textbook. Analyze any travel data or information
provided by the website regarding traveler attitudes or trends in
traveling. Provide discussion of the target market,
and support your choice based upon the text and research data
from the website.
2. Discuss how this organization has positioned itself based
upon its branding. Do not forget to look at photos, text,
and other clues.
Your assignment should be at least one page in length. All
sources used, including the textbook, must be cited and
referenced according to APA style. Additionally, remember to
reference the tourism website of the state selected.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
Unit IV Article Review
1. Using the CSU Online Library and the Academic OneFile
Database, search for a scholarly, peer-reviewed article
discussing hotel design. Use the search term “hotel design” then
limit the search to full-text and peer-reviewed
publications.
2. Choose an article of interest, and complete the following.

8. Chapter 9 and a brief discussion on how the
article addresses at least two concepts in the chapter.
conclusion on what the article considers as a
good design.
Your article review should be at least one page in length and in
APA format. All sources used, including the textbook,
must be cited and referenced according to APA style.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
Unit V Web Assignment
Distribution Associations
When working with distribution, you are working with the
trade, or individuals and organizations in the industry with you.
The purpose of this assignment is to investigate one channel of
distribution through the trade association.
1. Research one of the following associations, and report on the
industry sector.
Convention Management Association

9. 2. Your report should include the following information because
each association may have a different approach or
terminology.
the mission, and explain how the association’s activities
work toward fulfilling this mission.
addressing.
sociation research, discuss the health of
industry sector.
an example.
association. Note: Do not include this item in your
report.
Your report should follow APA style guidelines and be at least
two pages in length.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
BHM 4680, Marketing for Hospitality and Tourism 4
Unit VI Project

10. Marketing Plan Part I
For the next three units, you will be writing a marketing plan in
stages for an organization of your choice. Part I addresses
public relations (PR) and advertising.
1. Choose one of the following organizations:
bed and breakfast located in a quaint historical community
with events,
Identify your own focus (e.g. fly-fishing, wine tasting,
rafting),
2. Embellish on the operations of your chosen organization, but
be logical. For example, provide a community name
or at least a state name. Does the destination have other
attractions? You are encouraged to investigate similar
operations in various locations for ideas. Your response must be
at least two pages in length. Be sure to complete
the following:
ng.

11. Note: You may use the internet for sources related to
completing an environmental analysis. Examples of a marketing
plan in tourism can be viewed via destination marketing
organization (DMO) websites or on websites of some non-profit
organizations. Additionally, the following online resource and
eBook (found in the CSU Online Library) may be useful
sources.
Dahl, D. (2010) How to write a marketing plan. Retrieved from
http://www.inc.com/guides/writing-marketing-plan.html
Westwood, J. (2013). Creating success: How to write a
marketing plan. (4th ed.). London, Great Brittan: Kogan
Page. Retrieved from
http://site.ebrary.com/lib/columbiasu/detail.action?docID=1066
0015
All sources used, including the textbook, must be cited and
referenced according to APA style.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
Unit VII Project
Marketing Plan Part II
Part II of the marketing plan addresses segmentation and
targeting.
For Part II of the Marketing Plan:

12. 1. Review and edit Part I of your marketing plan. You will
include and build upon Part I as part of your Part II
submission. One key thing to think about when writing Part II is
the logic and continuity that should be present.
You may have to modify certain parts of Part I in order for the
content to Part II to be coherent.
2. Review pages 553-554 of your course textbook, and complete
the segmentation and targeting portion of your
marketing plan. This step is not only addressing the four
variables used in market segmentation (see page 209)
but is also relating aspects of consumer behavior in order to
corroborate your description of your target market. In
addition, a part of this step is positioning! A good resource is
on page 224 in your textbook, “Choosing and
Implementing a Positioning Strategy.”
3. Formulate six marketing objectives for your operation.
Objectives have been discussed for various parts of the
marketing strategies. For example, marketing objectives
addressing public relations (PR) are discussed on page
408. Another discussion is located in Chapter 18 starting on
page 554. Objectives are created based upon the
“current situation.” You will want to set objectives that will
provide increases in occupancy, visits, and revenue for
example.
Note: Your textbook does not completely cover writing
objectives. Use the CSU Online Library and the internet to
locate
two sources that address how to write marketing objectives.

13. Note: You are required to include these two sources on your
BHM 4680, Marketing for Hospitality and Tourism 5
References page. Do not copy and paste your objectives. Use
your sources as examples to gather ideas on what type of
things you could include as part of your financial and marketing
objectives and the format used. This section of your
marketing plan should be at least two and a half pages in length.
Part II of your marketing plan should contain the following:
sion of Part I,
segmentation and target market,
environmental analysis.
All sources used, including the textbook, must be cited and
referenced according to APA style.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
Unit VIII Project
Marketing Plan Part III
Part III of the marketing plan addresses the action plan,
including strategies, tactic, and resources.

14. 1. Review and edit Parts I and II of your marketing plan. You
will include and build upon Part I and Part II as part of
your Part III submission.
2. For Part III of your Marketing Plan you will need to do the
following:
I, II, and III) in APA format, including in-text
citations and a reference list.
tactics (see p. 559) and resources (other than
monetary) needed to support your plan (see p. 563).
-evaluation of your
plan.
Your final marketing plan should be a minimum of six pages
(not including the title and references pages). There should
be at least two pages of content for each part of your plan. All
sources used, including the textbook, must be cited and
referenced according to APA style.
Information about accessing the Blackboard Grading Rubric for
this assignment is provided below.
APA Guidelines
The application of the APA writing style shall be practical,
functional, and appropriate to each academic level, with the

15. primary purpose being the documentation (citation) of sources.
CSU requires that students use APA style for certain
papers and projects. Students should always carefully read and
follow assignment directions and review the associated
grading rubric when available. Students can find CSU’s Citation
Guide by clicking here. This document includes examples
and sample papers and provides information on how to contact
the CSU Success Center.
Grading Rubrics
This course utilizes analytic grading rubrics as tools for your
professor in assigning grades for all learning activities. Each
rubric serves as a guide that communicates the expectations of
the learning activity and describes the criteria for each
level of achievement. In addition, a rubric is a reference tool
that lists evaluation criteria and can help you organize your
efforts to meet the requirements of that learning activity. It is
imperative for you to familiarize yourself with these rubrics
because these are the primary tools your professor uses for
assessing learning activities.
Rubric categories include: (1) Discussion Board, (2) Assessment
(Written Response), and (3) Assignment. However, it is
possible that not all of the listed rubric types will be used in a
single course (e.g., some courses may not have
Assessments).
The Discussion Board rubric can be found within Unit I’s
Discussion Board submission instructions.
http://www.columbiasouthern.edu/downloads/pdf/success/citatio
n-guide

16. BHM 4680, Marketing for Hospitality and Tourism 6
The Assessment (Written Response) rubric can be found
embedded in a link within the directions for each Unit
Assessment. However, these rubrics will only be used when
written-response questions appear within the Assessment.
Each Assignment type (e.g., article critique, case study,
research paper) will have its own rubric. The Assignment
rubrics
are built into Blackboard, allowing students to review them
prior to beginning the Assignment and again once the
Assignment has been scored. This rubric can be accessed via the
Assignment link located within the unit where it is to be
submitted. Students may also access the rubric through the
course menu by selecting “Tools” and then “My Grades.”
Again, it is vitally important for you to become familiar with
these rubrics because their application to your
Discussion Boards, Assessments, and Assignments is the
method by which your instructor assigns all grades.
Communication Forums
These are non-graded discussion forums that allow you to
communicate with your professor and other students.
Participation in these discussion forums is encouraged, but not
required. You can access these forums with the buttons in
the Course Menu. Instructions for subscribing/unsubscribing to
these forums are provided below.
Click here for instructions on how to subscribe/unsubscribe and

17. post to the Communication Forums.
Ask the Professor
This communication forum provides you with an opportunity to
ask your professor general or course content questions.
Questions may focus on Blackboard locations of online course
components, textbook or course content elaboration,
additional guidance on assessment requirements, or general
advice from other students.
Questions that are specific in nature, such as inquiries regarding
assessment/assignment grades or personal
accommodation requests, are NOT to be posted on this forum. If
you have questions, comments, or concerns of a non-
public nature, please feel free to email your professor.
Responses to your post will be addressed or emailed by the
professor within 48 hours.
Before posting, please ensure that you have read all relevant
course documentation, including the syllabus,
assessment/assignment instructions, faculty feedback, and other
important information.
Student Break Room
This communication forum allows for casual conversation with
your classmates. Communication on this forum should
always maintain a standard of appropriateness and respect for
your fellow classmates. This forum should NOT be used to
share assessment answers.
Grading

18. Discussion Boards (8 @ 2.5%) = 20%
Unit Assessments (5 @ 6%) = 30%
Web Assignments (4 @ 4%) = 16%
Unit IV Article Review = 4%
Unit VI Project = 10%
Unit VII Project = 10%
Unit VIII Project = 10%
Total = 100%
Course Schedule/Checklist (PLEASE PRINT)
The following pages contain a printable Course Schedule to
assist you through this course. By following this schedule,
you will be assured that you will complete the course within the
time allotted.
https://online.columbiasouthern.edu/CSU_Content/common_file
s/instructions/DB/Create_New_Thread_Subscribe.pdf
BHM 4680, Marketing for Hospitality and Tourism 7
BHM 4680, Marketing for Hospitality and Tourism Course
Schedule
By following this schedule, you will be assured that you will
complete the course within the time allotted. Please keep this
schedule for reference as you progress through your course.
Unit I Marketing Basics

19. Read:
Tourism
tics of Hospitality and Tourism
Marketing
Discuss:
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Submit:
Notes/Goals:

20. Unit II Analyzing the Marketing Environment
Read:
Research
udy Guide
Discuss:
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Submit:
Notes/Goals:

21. BHM 4680, Marketing for Hospitality and Tourism 8
BHM 4680, Marketing for Hospitality and Tourism Course
Schedule
Unit III Individual and Group Markets
Read:
Behavior
entation, Targeting, and Positioning
Discuss:
Discussion Board question by
Saturday,11:59 p.m (Central Time)

22. r student’s
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Submit:
Notes/Goals:
Unit IV Designing Products and Internal Marketing
Review:
-Graded): See Study Guide
Read:
Discuss:

23. onse to the
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Submit:
)
Notes/Goals:
BHM 4680, Marketing for Hospitality and Tourism 9
BHM 4680, Marketing for Hospitality and Tourism Course
Schedule

24. Unit V Distribution and Pricing
Read:
Approaches, and Strategy
Discuss:
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Submit:
entral Time)
Notes/Goals:

25. Unit VI Promoting Products
Read:
Promotion Policy and Advertising
ns and Sales
Promotion
Discuss:
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Notes/Goals:

26. BHM 4680, Marketing for Hospitality and Tourism 10
BHM 4680, Marketing for Hospitality and Tourism Course
Schedule
Unit VII Sales and Relationship Marketing
Read:
Relationships
Discuss:
se: Submit your response to the
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
.m (Central Time)
Notes/Goals:

27. Unit VIII Destination Marketing
Read:
Discuss:
Discussion Board question by
Saturday,11:59 p.m (Central Time)
Discussion Board response by
Tuesday,11:59 p.m (Central Time)
Submit:

28. Notes/Goals: