Marketing for hospitality and tourism

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1、HOSPITALITY MARKETING AND SALES, HAMG 2307COURSE MASTER SYLLABUSHOSPITALITY, TRAVEL AND TOURISM AND MEETING AND EVENT PLANNING DEPARTMENT CIP CODE AREA: 52.0901COURSE LEVEL: IntermediateCOURSE NUMBER: HAMG 2307COURSE TITLE: Hospitality Marketing and SalesCREDIT HOURS: 3; Lecture Hours: 3: Lab Hours:

2、 0PREREQUISITE: NoneMETHOD OF PRESENTATION: Three-hour lecture/discussion/online resourcesCOURSE DESCRIPTION:HAMG 2307, HOSPITALITY MARKETING AND SALES (3-3-0). This course introduces the principles, concepts and systems utilized in the marketing and sales areas within the hospitality industry. An i

3、n depth analysis of marketing strategies and theories with aid an holistic appreciation of the scope and importance of the marketing and sales functions in the hospitality business.REQUIRED TEXTBOOKS/ MATERIALS: ISBN: 0-13-119378-3TITLE: Marketing for Hospitality and Tourism, 4th EditionAUTHOR: P. K

4、otler., J. Bowen., and J. MakensPUBLISHER: Prentice Hall SCANS (SECRETARYS COMMISSION ON ACHIEVING NECESSARY SKILLS):Course SCANS Competencies for Hospitality Marketing and Sales, HAMG 2307Please go to http:/phred.dcccd.edu/ttg/syllabi/scans.htm for a complete definition and explanation of SCANS. Th

5、is list summarizes the SCANS competencies addressed in this particular course.SCANS Competencies for HAMG 2307RESOURCES1.1 Manages Time 1.3 Manages Material and Facility ResourcesINTERPERSONAL2.1 Participates as a Member of a Team2.3 Serves Clients/Customers2.5 Negotiates2.6 Works with Cultural Dive

6、rsityINFORMATION3.1 Acquires and Evaluates Information 3.2 Organizes and Maintains Information 3.3 Uses Computers to Process InformationSYSTEMS4.1Understands Systems4.2 Monitors and Corrects PerformanceTECHNOLOGY(None for this course)BASIC SKILLS6.1 Reading 6.2 Writing 6.3 Arithmetic6.4 Mathematics6

7、.6 Speaking THINKING SKILLS7.1 Creative Thinking7.2 Decision Making 7.3 Problem Solving 7.4 Mental Visualization: 7.5 Knowing How To Learn7.6 ReasoningPERSONAL QUALITIES8.1 Responsibility 8.2 Self-Esteem 8.3 Sociability8.4 Self-Management 8.5 Integrity/HonestyINSTRUCTIONAL METHODOLOGY:See specific i

8、nstructors syllabusCOURSE RATIONALE: This course builds upon the basic principles of marketing and aims to develop students ability to analyze the distinctive marketing needs of services. It relies upon practical, real world case studies on a variety of diverse areas of marketing to give students a

9、broader knowledge of key issues and the business environment to which decision making skills can be applied. Topics include the role of marketing as a part of brand management, relationship marketing and sales, focusing on guest expectations as a marketing driver and the management of the marketing

10、mix.COURSE LEARNING OBJECTIVES/OUTCOMES (See specific instructors syllabus for additional knowledge and skills based objectives)1. Explore the building of customer loyalty expectations and how these are utilized as marketing drivers.2. Develop an understanding of relationship management and its impo

11、rtance to the sales and marketing strategy of the business.3. Illustrate how purchasing decisions can be supported through sales practices.4. Research and explore the various principles, concepts and systems utilized in the marketing and sales within the hospitality industry.5. Identify the elements

12、 of brand management and how these impact customer service and guest expectations.6. Define marketing mix theory and strategies and how these relate to marketing and sales objectives.GRADINGPerformance Grades and Evaluation System: The following grading scale is applied to all assessed workA = 90% -

13、 100%B = 80% - 89%C = 70% - 79%D = 60% - 69%F = 0% - 59%The minimal grade required for completion of certificate or associates of applied science degree is HAMG, MEEP and TRVM: Beginning Fall 2010, to receive a certificate or associates of applied science degree in HAMG, MEEP or TRVM a student must

14、a) earn a grade of C or higher in all courses required to fulfill degree requirements, including general education courses, and b) meet Austin Community Colleges general graduation requirements.Any grades earned towards the degree at Austin Community College before fall 2010 will not be affected. Tr

15、ansfer credits will be evaluated on an individual basis.COURSE/CLASS POLICIES:Academic Freedom Statement: Each student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints. These dif

16、ferences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor. It is expected that faculty and stude

17、nts will respect the views of others when expressed in classroom discussions.Attendance/Class Participation: Regular and punctual class and laboratory attendance is expected of all students. If attendance or compliance with other course policies is unsatisfactory, the instructor may withdraw student

18、s from the class.Incomplete Policy: An instructor may award a grade of “I” (Incomplete) if a student was unable to complete all of the objectives for the passing grade in a course. An incomplete grade cannot be carried beyond the established date in the following semester. The completion date is det

19、ermined by the instructor but may not be later than the final deadline for withdrawal in the subsequent semester. Withdrawal Policy: It is the responsibility of each student to ensure that his or her name is removed from the roll should he or she decides to withdraw from the class. The instructor do

20、es, however, reserve the right to drop a student should he or she feel it is necessary. If a student decides to withdraw, he or she should also verify that the withdrawal is submitted before the Final Withdrawal Date. The student is also strongly encouraged to retain their copy of the withdrawal for

21、m for their records.Students who enroll for the third or subsequent time in a course taken since Fall, 2002, may be charged a higher tuition rate, for that course.State law permits students to withdraw from no more than six courses during their entire undergraduate career at Texas public colleges or

22、 universities. With certain exceptions, all course withdrawals automatically count towards this limit. Details regarding this policy can be found in the ACC college catalog.Statement on Scholastic Dishonesty: A student attending ACC assumes responsibility for conduct compatible with the mission of t

23、he college as an educational institution. Students have the responsibility to submit coursework that is the result of their own thought, research, or self-expression. Students must follow all instructions given by faculty or designated college representatives when taking examinations, placement asse

24、ssments, tests, quizzes, and evaluations. Actions constituting scholastic dishonesty include, but are not limited to, plagiarism, cheating, fabrication, collusion, and falsifying documents. Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a

25、 grade on one assignment to an “F” in the course and/or expulsion from the college. See the Student Standards of Conduct and Disciplinary Process and other policies at http:/www.austincc.edu/current/needtoknowRule of Three: Per state law, effective spring 2006 any student taking a class for the thir

26、d time or more may be charged an additional $60 per credit hour unless exempted. We call it the Rule of Three or Third Course Attempt.The Texas Higher Education Coordinating Board has mandated that all publicly funded higher-education institutions will not receive funding for courses a student takes

27、 for the third time or more. Without the state funding for those affected classes, ACC will charge additional tuition to pay for the cost of the class. The new “Third Course Attempt” tuition costs will not apply to developmental courses, Continuing Education courses, special-studies courses in which

28、 the content changes each time, or other select courses. Students affected by this new policy should note the following: This policy affects class enrollments beginning with the fall 2002 semester (Aug. 2002). Financial aid may be used to cover the additional tuition charge. If you are taking a clas

29、s for the second time and are considering a third attempt in the future, consult with your instructor and/or advisor. ACC is here to help you succeed. Appeals for waivers will be reviewed on a case-by-case basis by the relevant Dean of Student Services at each campus. Dress Code: Professionalism is

30、the signature of the programs and is the expectation of the faculty that an appropriate dress code consistent with industry is adopted.Kitchen: Chef Whites (monogrammed jacket, pants, non skid shoe, apron and hat)Labs: Chef Whites (monogrammed jacket, pants, non skid shoe, apron and hat)Lectures; Sm

31、art casual (excluding short/tight, ripped, obscene/offensive worded clothing or cutoffs) Guest speaker and field trips: Professional dress. (Shirt, tie, slacks/dress)Student Rights and Responsibilities: Students at the college have the rights accorded by the U.S. Constitution to freedom of speech, p

32、eaceful assembly, petition, and association. These rights carry with them the responsibility to accord the same rights to others in the college community and not to interfere with or disrupt the educational process. Opportunity for students to examine and question pertinent data and assumptions of a

33、 given discipline, guided by the evidence of scholarly research, is appropriate in a learning environment. This concept is accompanied by an equally demanding concept of responsibility on the part of the student. As willing partners in learning, students must comply with college rules and procedures

34、.Statement on Students with Disabilities: Each ACC campus offers support services for students with documented disabilities. Students with disabilities who need classroom, academic or other accommodations must request them through the Office for Students with Disabilities (OSD). Students are encoura

35、ged to request accommodations when they register for courses or at least three weeks before the start of the semester, otherwise the provision of accommodations may be delayed.Students who have received approval for accommodations from OSD for this course must provide the instructor with the Notice

36、of Approved Accommodations from OSD before accommodations will be provided. Arrangements for academic accommodations can only be made after the instructor receives the Notice of Approved Accommodations from the student.Students with approved accommodations are encouraged to submit the Notice of Appr

37、oved Accommodations to the instructor at the beginning of the semester because a reasonable amount of time may be needed to prepare and arrange for the accommodations.Additional information about the Office for Students with Disabilities is available at http:/www.austincc.edu/support/osd/Safety Stat

38、ement: Austin Community College is committed to providing a safe and healthy environment for study and work. You are expected to learn and comply with ACC environmental, health and safety procedures and agree to follow ACC safety policies. Additional information on these can be found at http:/www.au

39、stincc.edu/ehs. Because some health and safety circumstances are beyond our control, we ask that you become familiar with the Emergency Procedures poster and Campus Safety Plan map in each classroom. Additional information about emergency procedures and how to sign up for ACC Emergency Alerts to be

40、notified in the event of a serious emergency can be found at http:/www.austincc.edu/emergency/.Please note, you are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual will be d

41、ismissed from the days activity, may be withdrawn from the class, and/or barred from attending future activities.You are expected to conduct yourself professionally with respect and courtesy to all. Anyone who thoughtlessly or intentionally jeopardizes the health or safety of another individual will

42、 be immediately dismissed from the days activity, may be withdrawn from the class, and/or barred from attending future activities. Testing Center Policy: Under certain circumstances, an instructor may have students take an examination in a testing center. Students using the Academic Testing Center m

43、ust govern themselves according to the Student Guide for Use of ACC Testing Centers and should read the entire guide before going to take the exam. To request an exam, one must have:ACC Photo ID Course Abbreviation (e.g., ENGL) Course Number (e.g.,1301) Course Synonym (e.g., 10123) Course Section (e

44、.g., 005) Instructors NameDo NOT bring cell phones to the Testing Center. Having your cell phone in the testing room, regardless of whether it is on or off, will revoke your testing privileges for the remainder of the semester. ACC Testing Center policies can be found at http:/www.austincc.edu/testc

45、tr/Use of ACC Email: All College e-mail communication to students will be sent solely to the students ACCmail account, with the expectation that such communications will be read in a timely fashion. ACC will send important information and will notify you of any college related emergencies using this

46、 account. Students should only expect to receive email communication from their instructor using this account. Likewise, students should use their ACCmail account when communicating with instructors and staff. Instructions for activating an ACCmail account can be found at http:/www.austincc.edu/accm

47、ail/index.php.Student and Instructional Services: ACC strives to provide exemplary support to its students and offers a broad variety of opportunities and services. Information on these services and support systems is available at: http:/www.austincc.edu/s4/Links to many student services and other i

48、nformation can be found at: http:/www.austincc.edu/current/ACC Learning Labs provide free tutoring services to all ACC students currently enrolled in the course to be tutored. The tutor schedule for each Learning Lab may be found at: http:/www.autincc.edu/tutor/students/tutoring.phpFor help setting up your ACCeID, ACC Gmail, or ACC Blackboard, see a Learning Lab Technician at any ACC Learning Lab.