Course Objectives:

The objective of this course is to provide an understanding of strategic marketing management for the hospitality organizations.  The course intends to provide knowledge on marketing management and strategy development to cope with today's rapid changing environment where it is crucial to improve any hospitality firm's (whether small, medium or large in size) competitive position.  In order to reinforce applicational comprehension, the students in the course will prepare the strategic marketing plan of the School's Practice Restaurant step by step with the knowledge provided each week. 

Structure:

The teaching structure and methods will be used in this course include lectures, discussions, case studies, internet exercises and an applicational project preparation.

Schedule:

There is one (three hour) lecture session per week as indicated on the academic schedule.  One of the hours (any) will be allocated to the case studies and discussions.

Course Requirements:

• Attendance: Students are expected to attend classes regularly.  The absence rate should not be more than 25% as regulated by the university.  Those students with above 25% absence will not be accepted to take the exams.

• Participation: Students are expected to participate in the classroom discussions.

• Examinations and Grading: There will be an open book final examination for the course. There is no midterm examination.

• Case Studies: There will be various case studies related to each topic covered in the course which the students are supposed to do in classroom in groups.  Participation to the discussions during the case study sessions has important contribution in grading.  Please keep in mind that when a case study is missed, there is no make-up for it. Students will be required to complete some of the case studies through the Moodle system.

• Oral presentation: Each student is required to make an oral presentation on the topic listed under the course content. Information on the evaluation of these oral presentations is provided here.

Methods of Evaluation:

• Oral presentation: 30%

• Final Exam: 30%

• Case studies: 30% (every week)

• In-class participation: 10%

Course Book:

There is no specific book for this course.  However, any marketing management book with a strategic approach is recommended.  The following reference books or books with similar content would be suggested.  

Reference Books:

Armstrong, G.; Kotler, P. Marketing - An Introduction. (6th ed.) Prentice Hall. New Jersey. (2002)

Kotler, P. Marketing Management - Analysis, Planning, Implementation and Control. (8th ed. or newer versions) Prentice Hall Int. Inc. New Jersey. (1994)

Reich, A. Z. Marketing Management for the Hospitality Industry - A Strategic Approach. John Wiley & Sons, Inc. New York. (1997)

Aaker, D. A. Strategic Market Management. (3rd ed.) John Wiley & Sons, Inc. New York. (1992)

Cook, K. J. AMA Complete Guide to Strategic Planning for Small Business. NTC Business Books. (1994)

Journal of Strategic Marketing

Lecture Notes:

Lecture notes are available  through this web site.  The lecture notes are based on the books listed under the "reference books" section.