Course Syllabus

Course Title
Code
School
Program
Term
Teacher
Amount of study time
Course status
Unit learning
outcomes

Introduction to Hospitality Marketing

MKT101
HRC Culinary Academy
International Diploma in Culinary Arts
Fall 2015
Goran Yordanov- yordanovgoran@gmail.com
56 hours Class time
32 study hours
Mandatory
Upon completion of this course, students shall be able to:
1. Understand the fundamentals of hospitality marketing,
define the nature and purpose of marketing
2. Understand the principles of consumer behaviour
3. Define and use client segmentation techniques in product
positioning, targeting and branding
4. Comprehend the impact of culture on international
marketing strategies
5. Understand the fundamentals of the integrated marketing
mix- including communications, PR, advertising,
untraditional channels, relationship marketing and other
models presented in class
6. Explain the basic theories behind customer purchasing
and motivation process- ex. Maslow
7. Perform SWOT analysis for hospitality businesses
8. Understand strategic marketing planning using Porter
model
9. Explain the various distribution channels for hospitality
products
10. Understand various market research techniques
11. Perform pricing analysis
12. Develop a marketing plan for a hospitality business.

Course outline

Teaching and learning

strategies

This course will introduce students to the most basic marketing

concepts and put them in the context of hospitality. Students will
be able to use each week lecture for the development of their
own marketing plan for a business of their choice. By the end of
the course, students should have the skills and knowledge to
explain and develop a marketing strategy.
The students will be introduced to the various topics through
class lectures, videos, textbook materials, guest lectures and
1

Course Syllabus
professional visits.

Assessment strategy

Assessment criteria
Learning resources

Marketing plan (50% weight)- students should create their own

marketing plan including the following sections/ chapters:
Front page
Table of contents
Extended Marketing Mix Analysis (8 Ps)
Market segmentation, targeting and positioning
Integrated marketing communications (minimum 4)
Environmental analysis (Political, Economic, Social,
Technological, SWOT)
Advertising
Competition Analysis
Company strategy
Summary
Deadline for marketing plan:
Final Exam (50% weight)- multiple choice, open ended and
essay questionsMarketing plan- style, punctuation and grammar, quality of the
presented paper in terms of clarify and depth of the provided
information, thorough development of all points
Essential text: course handouts, textbook
Recommended texts: videos, articles and course notes

Course Syllabus

SCHEME OF WORK
Sessions
30 NOV

1 DEC

7 DEC
8 DEC

12 DEC
Final
Exam

Topic - Activity
Syllabus introduction and discussion
Introduction to Marketing- the role of marketing in hospitality, the purchasing process
Extended marketing mix- 8 Ps
SWOT analysis
Consumer behaviour- theory and exercise
Segmentation, targeting and positioning
Marketing plan writing
Integrated marketing communications
The basics of branding
External environment analysis
Marketing plan writing
Advertising
Corporate Marketing Strategy
Marketing plan writing
Competition Analysis
Innovation in Marketing
Pricing strategies
Fundamentals of budgeting, planning and forecasting
Marketing product analysis practical exercises
Course revision
Marketing plan final session
Deadline for Marketing plan submissionFinal exam-