Course Objectives:

The objective of this course is to provide an understanding of strategic and tactical 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 (especially small and medium size) competitive position. The course is especially designed for those students who intend to establish their own business as a career alternative.

Structure:

The teaching structure and methods will be based on coaching in private and group sessions. The students are required to read and present academic articles on special marketing related issues. 

Schedule:

There are three hour lecture sessions per week as indicated on the academic schedule.  One of those will generally be allocated to the case studies, internet exercises 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 two quizes (as their dates are indicated on the syllabus), a final examination, and an oral presentation.

• Oral Presentation: Students are required to make an oral presentation in the classroom by using visual aids on the academic articles provided in the reading list for the course.

Methods of Evaluation:

• Final exam (open book):  30%

• Oral Presentation:  30%  

• Quiz (open book): 30%

• 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.  

References:

Kotler, P.; Armstrong, G. Principles of Marketing (13 th edition). Prentice Hall. New Jersey. (2010)

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.