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Graduate Course Proposal Form Submission Detail - HFT6555
Tracking Number - 2320

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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: 6555
  10. Full Title: Electronic Marketing 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): Hospitality E-Marketing
  19. Course Online?: C - Face-to-face (0% online)
  20. Percentage Online: 0
  21. Grading Option: R - Regular
  22. Prerequisites: HFT 6596
  23. Corequisites:
  24. Course Description: Fcusing on advanced electronic marketing theory, strategy, & techniques for the hospitality industry. Highlighting critical issues facing e-marketers in the industry, legal/ethical implications, database, consumer information & corporate e-responsibility.

  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.)
  29. Objectives: 1. To introduce you to e-marketing strategy and to elements of market analysis, marketing planning, and market feedback metrics.

    2. Understand and apply the advanced concepts of services marketing and electronic commerce to the hospitality and tourism industry.

    3. 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.

    4. To enhance your problem-solving and decision-making abilities in operational areas of electronic marketing by providing you with frameworks, concepts and techniques for e-marketing management.

    5. To provide you with a forum (both oral and written) for presenting and defending your own recommendations, and for critically examining and discussing the recommendations of others.

  30. Learning Outcomes: Students will learn the fundamentals of e-marketing as integrated with traditional marketing programs, identify e-marketing business models, and explore permission marketing models, banner advertising strategies, e-promotion tactics, online publicity and public relations, and e-mail marketing campaigns specific to hospitality and tourism.
  31. Major Topics: Course Introduction

    1. Convergence of E-forces

    2. E-Marketing

    E-Marketing in Hospitality

    Case 1 study

    3. The E-Marketing Plan

    4. Global E- Markets for Hospitality, Travel and Tourism

    5. Ethical and Legal Issues in Online Marketing in Hospitality, Travel and Leisure

    Case 2 study

    6. E- Marketing Knowledge

    7. Consumer E- Behavior

    8. Segmentation and Online Targeting Strategies for Travel and Tourism

    9. Differentiation and Online Positioning Strategies for Hospitality and Travel Enterprises

    10. Hospitality Product Strategies for the Online Marketspace

    Case 3 study

    11. Hospitality Online Pricing Strategies

    12. The Internet for E-Distribution of Hospitality Products and Services

    Case 4 study

    13. E-Marketing Communications

    14. Customer Relationship Management (CRM)

  32. Textbooks: Strauss, El-Ansary, and Frost, E-Marketing, 4th edition, Pearson Prentice Hall, Upper Saddle River, New Jersey, 4th Edition, ISBN-10: 0131485199
  33. Course Readings, Online Resources, and Other Purchases:
  34. Student Expectations/Requirements and Grading Policy: Grading Policy:

    Dates of Scheduled Exams: Weeks 8 and 15


    Class Attendance and Participation: 15% 150 points (10 points per class)

    Case Studies: 20% 200 points (5 at 10 points each)

    Course Group Project 30% 300 points

    Project Presentation 10% 100 points

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

    TOTAL 100% 1000 points

  35. Assignments, Exams and Tests: Week 1-15: Lectures, Discussion Questions,

    In Class Group Assignments, Exams

    As per semester calendar

  36. Attendance Policy: Course Attendance at First Class Meeting 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 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. Its 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:
  39. Course Concurrence Information:

- if you have questions about any of these fields, please contact or