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Graduate Course Proposal Form Submission Detail - HFT6596
Tracking Number - 2316

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Current Status: Approved, Permanent Archive - 2011-03-11
Campus: Sarasota
Submission Type: New
Course Change Information (for course changes only):
Comments: USF-SM Academic Prog Comm. Approved 4/8/10; USFSM Acad Council Approved 4/20/10. To USF System for Concurrence 2/2/11; to SCNS for approval 2/10/11. SCNS approved. Effective 3/24/11. Posted in banner

Detail Information

  1. Date & Time Submitted: 2010-03-31
  2. Department:
  3. College:
  4. Budget Account Number: 380600
  5. Contact Person: Jay R. Schrock
  6. Phone: 24617
  7. Email:
  8. Prefix: HFT
  9. Number: 6596
  10. Full Title: Marketing Leadership for Hospitality & Tourism
  11. Credit Hours: 3
  12. Section Type: C - Class Lecture (Primarily)
  13. Is the course title variable?: N
  14. Is a permit required for registration?: N
  15. Are the credit hours variable?: N
  16. Is this course repeatable?:
  17. If repeatable, how many times?: 0
  18. Abbreviated Title (30 characters maximum): Mktg Leadership for Hos & Trsm
  19. Course Online?: C - Face-to-face (0% online)
  20. Percentage Online: 0
  21. Grading Option: R - Regular
  22. Prerequisites:
  23. Corequisites:
  24. Course Description: Advanced marketing strategies and tactics known to be effective in the hospitality and tourism industry for developing sustainable competitive advantage such as strategic pricing, revenue management, customer loyalty programs, proven communication mixes.

  25. Please briefly explain why it is necessary and/or desirable to add this course: Needed for new program/concentration/certificate
  26. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service? This course is part of the MS in Hospitality Mgmt. With the rapidly expanding hospitality business in Florida, nationally and internationally there is a need for expanded education of industry leaders so that they can meet the needs of this rapidly expanding and changing environment. Advanced educational opportunities are critical to the growth of the industry. One U.S. Company is planning on opening 3,000 stores (restaurants) in China alone. This type of growth across the entire industry will require a different and better educated individual. There will be a need for managers that not only can manage one facet of the business but make strategic decisions in planning, acquisition, internet development and training that are not product centered, but demand centered and service centered.
  27. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times? No
  28. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.) PhD in Hospitality or related field
  29. Objectives: 1. Understand and apply the advanced concepts of marketing management, services marketing, and marketing leadership to the hospitality and tourism industry.

    2. Enhance studentís knowledge and understanding of hospitality and tourism marketing terminology, theory, and systems.

    3. Enable students to critically analyze, interpret, and develop alternative solutions to fundamental hospitality marketing issues and challenges.

    4. Learn and apply hospitality marketing strategies and tactics for sustainable competitive advantage, market leadership, and brand development.

    5. Explore strategies and techniques for managing traditional and alternative marketing environments including supplier, intermediary, vendor, social networking, and websites as they relate to hospitality and tourism.

    6. Explore consumer behavior and organizational concepts and critical issues as it relates to hospitality and tourism.

    7. Develop and apply critical thinking, analytic, interpretive, communication, and presentation skills.

  30. Learning Outcomes: students will learn and develop critical marketing leadership skills via the study and application of advanced techniques on how to market and sell hospitality, travel, and leisure services and the hospitality experience from both an academic and industry point of view. The course explores the hospitality marketing experience from both an academic and industry point of view and utilizes academic journal articles and industry case studies that focus on critical issues to bring the material to life in real-world situations based on actual research and events. A mix of international examples, live and web exercises, personal interviews, and guest lectures help students learn and apply advanced marketing thought, theory, and systems.
  31. Major Topics: Course Introduction & The Marketing Plan

    1. The Concept of Marketing

    2. Marketing Services in Hospitality

    3. The Marketing Mix and Product/ Svc Mix

    4. Relationship/ Loyalty Marketing

    5. Strategic Marketing

    6. Marketing Systems

    7. Understanding Individual Customers

    8. Understanding Organizational Customers

    9. Tourist Destination and Customers

    10. Understanding Competition

    11. Marketing Intelligence and Research

    12. Differentiation, Segmentation, Targeting

    13. Branding and Market Positioning

    14. Hospitality Pricing Mix

    15. Communications Mix: Advertising

    16. Sales Promotion, PR, Publicity

    17. Personal Selling

    18. Hospitality Distribution Systems

    19. Channels of Distribution

    20. Interactive Marketing

    21. Marketing Plan

  32. Textbooks: Shoemaker, Lewis & Yesawich., (2007). Marketing Leadership in Hospitality and Tourism; Pearson Prentice Hall. Upper Saddle River, NJ. 4th Edition. ISBN 0-13-118240-4.
  33. Course Readings, Online Resources, and Other Purchases:
  34. Student Expectations/Requirements and Grading Policy: Class Attendance and Participation: 15% 150 points (10 points per class)

    Case Studies: 25% 250 points (5 at 10 points each)

    Course Group Project 25% 250 points

    Project Presentation 10% 100 points

    Exams 25% 250 points (2 at 12.5% each)

    TOTAL 100% 1000 points

  35. Assignments, Exams and Tests: Dates of Scheduled Exams: Week 8 and Week 15
  36. Attendance Policy: Course Attendance at First Class Meeting Ė Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation Ė Registration - 4.0101,

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. Itís the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

  37. Policy on Make-up Work:
  38. Program This Course Supports: MS in Hospitality Management
  39. Course Concurrence Information:

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