HTM-230 Hospitality Marketing

Course Description:  This is a semester length course designed to introduce students to all facets of hospitality and tourism marketing. This course introduces tourism and hospitality services marketing and application of tourism marketing skills to promote FSM and other hospitality businesses. Students will have the opportunity to learn about various tourism marketing models from around the world. Students will conduct marketing specific research. This research will be applied in the drafting of a comprehensive tourism or hospitality specific marketing plan. Students will have the opportunity to understand the functions and responsibilities of a hotel sales department and the interface this department has throughout the hospitality delivery system.

  • Prerequisite Courses:   BU101, CA100, and HTM120

A.  PROGRAM LEARNING OUTCOMES (PLOs): 
 The student will be able to:

  1. Explain the interdependent components of the international hospitality and tourism industry including transportation, customer service, food service, lodging, and attraction management, roles of national and state visitors’ authorities, and sales and marketing.
  2. Demonstrate professional lodging specific technical skills, supervisory techniques, and management skills.
  3. Explain the types and elements of food service operations.
  4. Demonstrate front of the house technical and supervision techniques.
  5. Describe tourism attraction support services and related business opportunities.
  6. Describe the importance of developing the FSM as a sustainable tourism destination.
  7. Communicate in basic Japanese for lodging, food service, and tourism provider guest services.

B.  STUDENT LEARNING OUTCOMES (SLOs) - GENERAL: 
The student will be able to:

  1. Identify the elements of a hospitality marketing system.
  2. Explain the history and current status of international hospitality and tourism marketing.
  3. Describe the role of national and state tourism authorities.
  4. Learn skills necessary to participate in tourism research, data collection, analysis and drafting of a marketing plan.
  5. Value sustainable tourism development as a philosophical approach to creating a more prosperous future and market the philosophy as primary to the FSM travel experience.

SLO

PLO1

PLO2

PLO3

PLO4

PLO5

PLO6

PLO7

1

D

 

 

 

I, D

I,D

 

2

I

 

 

 

I, D

I

 

3

I, D

 

 

 

I

I

 

4

I, D

 

 

 

I

I

 

5

I, D

 

 

 

I

I,D

 

I = Introduced
D = Demonstrated
M = Mastered

C.  STUDENT LEARNING OUTCOMES (SLOs)-SPECIFIC:  
The student will be able to: 

Student Learning  Outcomes

Assessment Strategies

1.1 Identify the key travel industry sectors including transportation types, sales types, lodging types, food and beverage types, attraction types and tourism authority types.

Group Project Assignment and Quizzes

1.2 Explain how marketing relates to the overall hospitality and travel industry.

Brief Essay and Presentation

1.3 Explain the travel distribution system and how marketing fits into this system.

Brief Essay and Presentation

1.4 Conduct marketing specific research and statistical data analysis in the formulation of a marketing plan.

Comprehensive Research Project and Presentation

1.5 Identify the major international tourism markets and list the names of and identify the roles of international and regional tourism organizations.

Short Answer Quizzes


General SLO 2.  Explain the history and current status of international hospitality and tourism marketing.


Student Learning  Outcomes

Assessment Strategies

2.1 Explain the general history of marketing development and the advent of hospitality and tourism marketing

Quizzes and Exam

2.2 Identify major historical milestones in the development of hospitality and tourism marketing

Brief Essay and Presentation

2.3 Forecast tourism and travel demand based on historical trends and use patterns and apply marketing strategies to affect demand levels

Research Assignment; Quizzes

2.4 Correlate differences and similarities between FSM marketing challenges and those of other world tourism destinations.

Research Assignment; Quizzes

General SLO 3.  Describe the role of national and state tourism authorities.


Student Learning  Outcomes

Assessment Strategies

3.1 Explain the purposes of national and state tourism authorities

Research Interview; Brief Report

3.2 Explain the roles of national and state tourism authorities in the formulation, implementation and control of tourism policies.

Quizzes and Exam

3.3 Identify employment opportunities within national and state tourism authorities.

Quizzes and Exam

3.4 Explain the role of legislation in the development of tourism development policy.

Project Report

General SLO 4.  Learn skills necessary to participate in tourism research, data collection, analysis and drafting of a marketing plan.


Student Learning  Outcomes

Assessment Strategies

4.1 Interpret, analyze and communicate tourism and travel related primary and secondary research.

Group Research Project

4.2 Identify methods of conducting primary travel and tourism research.

Quizzes and Exam

4.3 Identify sources of secondary travel and tourism research materials and data.

Quizzes and Exam

 

General SLO 5.  Value sustainable tourism development as a philosophical approach to creating a more prosperous future and market the philosophy as primary to the FSM travel experience.


Student Learning  Outcomes

Assessment Strategies

5.1 Identify small island developing states and other nations where sustainable tourism development has been successfully marketed

Short Answer Quizzes and Exam

5.2 Identify small island developing states where sustainable tourism development marketing strategies are being utilized.

Short Answer Quizzes and Exam

5.3 Demonstrate methods of marketing the unique FSM tourism products and services so as to attract tourists seeking sustainable venues

Project Presentation

5.4 Identify how a more prosperous and acceptable future can be gained through adoption of sustainable tourism development practices.

Project Report

 
D.  COURSE CONTENT

  1. Travel and hospitality related marketing concepts.
  2. Information on tourism development challenges facing the Federated States of Micronesia.
  3. Interdependent components of the international travel system.
  4. Marketing specific terms for tourism marketing development and implementation.
  5. Tourism marketing specific research applications.

E.  METHODS OF INSTRUCTION 
Lecture, research and planning project, internet research exercise

F.  REQURIED TEXT(S) AND COURSE MATERIALS

Morrison, Alastair M.,(2009)., Hospitality and Travel Marketing, 4th ed., ITP Press. (or most recent edition).

G. REFERENCE MATERIALS

None

H. INSTRUCTIONAL COSTS

None

I.   EVALUATION       
Student will need a “C” to pass this course.

J.   CREDIT BY EXAMINATION
None

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