Syllabus HFT: 4743 | Spring 2021 Tourism and Hospitality Marketing
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Syllabus
HFT: 4743 | Spring 2021
Tourism and Hospitality Marketing
Instructor: Karen Tavares Office Hours:
Email: karenchristina@ufl.edu https://ufl.zoom.us/j/3522941299
Phone: 352 294-1299 By Appointment (email me)
Office: FLG 242
Department Chair: Rachel Fu, Ph.D.
The syllabus includes all information regarding the course. Please read ALL information
thoroughly.
About the course
Course Description
This course will provide an examination of the planning and development functions of the
hospitality and tourism industry. The course will cover backgrounds to tourism planning,
planning hospitality attractions, development and design standards, planning resorts, and impacts
of the industry and how to plan to minimize these impacts. Case studies will be used to help
students develop an understanding for the interrelationship among the concepts. This course
involves a wide range of subjects relevant to tourism and hospitality marketing from both the
macro (global) and micro (organization) perspectives. From the macro perspective, the nature of
the tourism and hospitality industry and its challenging products will be discussed. From the
micro perspective, diverse topics from marketing elements to supply chain management for
consumer satisfaction will be discussed. In discussion of the traditional marketing mix elements,
the unique nature of tourism and hospitality products and the ramifications of the traditional 4Ps
into 4C’s will be highlighted.
Course Objectives
Upon successful completion of this course students will be able to:
1. Identify unique marketing challenges due to the nature of the tourism and hospitality
industry structure and its diverse products.
2. Distinguish the challenges posed by environmental factors.
3. Develop strategies and tactics that may be used to avoid challenges and turn them into
opportunities.
4. Identify consumer characteristics and behavior in tourism consumption for segmentation
and target marketing.
5. Develop and manage tourism and hospitality products for diverse consumers.6. Explain branding and image development as a competitive strategy.
7. Know various pricing strategies used for effective and efficient management of products.
8. Develop promotional strategies and the role of integrated marketing communications for
effective branding.
9. Identify the critical components in the tourism and hospitality supply chain and dynamics
in establishing the value chain for consumer satisfaction and loyalty.
10. Apply theoretical knowledge into the practical world in making decisions and judgments
in marketing of tourism and hospitality products and organizations.
11. Display analytical and critical thinking as well as creative marketing solutions relevant to
tourism and hospitality management.
Required textbook
Marketing for Hospitality and Tourism (7th ed)- Kotler, Bowen, Makens, Baloglu
Additional required readings will be posted on the course website.
Class Policies
1. Requirements for class attendance and make-up exams, assignments, and other outputs
are consistent with university policies that can be found at:
https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx
2. Students are expected to come prepared to class. This means students are expected to
complete the assigned readings before class.
3. Students are expected to actively participate in discussions and provide feedback.
4. Late assignments will not be accepted without proper justification.
5. Always start your email with a salutation and always sign your emails.
Netiquette
Communication Courtesy: All members of the class are expected to follow rules of common
courtesy in all email messages, threaded discussions and chats.
When communicating online, you should always:
• Treat everyone with respect, even in email or in any other online communication.
• Use clear and concise language.
• Remember that all college level communication should have correct spelling and
grammar.
• Avoid slang terms such as “wassup?” and texting abbreviations such as “u” instead of
“you”.
• Use standard fonts such as Times New Roman and use a size 12 or 14 pt. font.
• Avoid using the caps lock feature AS IT CAN BE INTERPRETED AS YELLING.
• Be cautious when using humor or sarcasm as tone is sometimes lost in an email or
discussion post and your message might be taken seriously or offensive.
• Be careful with personal information (both yours and other’s).
When posting on the Discussion Board in your online class, you should:• Make posts that are on topic and within the scope of the course material.
• Take your posts seriously and review and edit your posts before sending.
• Be as brief as possible while still making a thorough comment.
• Always give proper credit when referencing or quoting another source.
• Be sure to read all messages in a thread before replying.
• Don’t repeat someone else’s post without adding something of your own to it.
• Avoid short, generic replies such as, “I agree.” Include why you agree or add to the
previous point.
• Always be respectful of others’ opinions even when they differ from your own.
UF Policies
Requirements for class attendance and make-up exams, assignments, and other work in this
course are consistent with University Policies.
UF Online/Internet Policy: Privacy statement policies for all external tools
Honor Code Policy
All students are expected to uphold the Honor Code:“We, the members of the University of
Florida community, pledge to hold ourselves and our peers to the highest standards of honesty
and integrity.”
The following pledge will be either required or implied on all work:“On my honor, I have
neither given nor received unauthorized aid in doing this assignment”
It is the duty of the student to abide by all rules set forth in the UF Undergraduate Catalog.
Students are responsible for reporting any circumstances, which may facilitate academic
dishonesty.
University Policy on Academic Misconduct
Academic honesty and integrity are fundamental values of the University community. Students
should be sure that they understand the UF Student Honor Code at
http://www.dso.ufl.edu/students.php
University Policy on Accommodating Students with Disabilities
Students requesting accommodation for disabilities must first register with the Dean of Students
Office
(Phone 352-392-8565 http://www.dso.ufl.edu/drc/).
The Dean of Students Office will provide documentation to the student who must then provide
this documentation to the instructor when requesting accommodation. You must submit this
documentation prior to submitting assignments or taking the quizzes or exams. Accommodationsare not retroactive; therefore, students should contact the office as soon as possible in the term
for which they are seeking accommodations.
• When you disagree with someone, you should express your differing opinion in a
respectful, non-critical way.
• Do not make personal or insulting remarks.
• Be open-minded.
UF Writing Studio
A campus resource available for students wanting to become better writers. Students have the
opportunity to work one-on-one with a consultant on issues specific to their own particular
development. To get more information or schedule and appointment
visit: http://writing.ufl.edu/writing-studio/
Counseling and Wellness Center
Phone 352-392-1575, website http://www.counseling.ufl.edu/cwc/Default.aspx; and the
University Police Department: 392-1111 or 9-1-1 for emergencies.
U Matter, We Care
The U Matter, We Care initiative is committed to creating a culture of care on our campus by
encouraging members of our community to look out for one another and to reach out for help if a
member of our community is in need. If you or a friend is in distress, please contact
umatter@ufl.edu. A nighttime and weekend crisis counselor is available by phone at 352-392-
1575.
Teaching Evaluations
Students are expected to provide feedback on the quality of instruction in this course by
completing online evaluations at https://evaluations.ufl.edu. Evaluations are typically open
during the last two or three weeks of the semester, but students will be given specific times when
they are open. Summary results of these assessments are available to students at
https://evaluations.ufl.edu/results/
Grading
Individual Participation Assignments 150
Group Assignments 150
3 Parts Group Projects (100 each) 300Marketing Plan Final Project 200
TOTAL POINTS 800
Grading Scale
The University’s grading system will be used for this course (for information about UF’s grades
and grading policies, please
consult https://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspx (Links to an external
site.)). In accordance, a student’s overall performance in this course will be graded as follows:
Letter
A A- B+ B B- C+ C C- D+ D D- E
Grade
Point 93- 90- 87- 83- 80- 77- 73- 70- 67- 63- 60-• ufl.instructure.com
• For Canvas, Passwords, or any other computer-related technical support contact the IT
Service Desk.
o 123 123-1234
o 877 878-8325
o http://it.myinstitution.edu
o itsupport@myinstitution.edu
Any requests for make-ups due to technical issues MUST be accompanied by the ticket number
received from LSS when the problem was reported to them. The ticket number will document the
time and date of the problem. You MUST e-mail your instructor within 24 hours of the technical
difficulty if you wish to request a make-up.
Other resources are available athttp://www.distance.ufl.edu/getting-help (Links to an external
site.)Links to an external site.for:
• Counseling and Wellness resources
• Disability resources
• Resources for handling student concerns and complaints
• Library Help Desk support
TECHNICAL REQUIREMENTS
Students need to have access to a computer and the internet to complete the tasks for this course.
COVID-19 RELATED PRACTICES FOR FACE-TO-FACE CLASSES
We will have face-to-face instructional sessions to accomplish the student learning objectives of this
course. In response to COVID-19, the following policies and requirements are in place to maintain
your learning environment and to enhance the safety of our in-classroom interactions.
• You are required to wear approved face coverings at all times during class and within
buildings. Following and enforcing these policies and requirements are all of our
responsibility. Failure to do so will lead to a report to the Office of Student Conduct and
Conflict Resolution.
• This course has been assigned a physical classroom with enough capacity to maintain
physical distancing (6 feet between individuals) requirements. Please utilize designated
seats and maintain appropriate spacing between students. Please do not move desks or
stations.
• Sanitizing supplies are available in the classroom if you wish to wipe down your desks prior
to sitting down and at the end of the class.
• Follow your instructor’s guidance on how to enter and exit the classroom. Practice physical
distancing to the extent possible when entering and exiting the classroom. University
attendance policiesUF online class policy for spring 2021: Our class sessions may be audio visually recorded for students in the class to refer back and for enrolled students who are unable to attend live. Students who participate with their camera engaged or utilize a profile image are agreeing to have their video or image recorded. If you are unwilling to consent to have your profile or video image recorded, be sure to keep your camera off and do not use a profile image. Likewise, students who un-mute during class and participate orally are agreeing to have their voices recorded. If you are not willing to consent to have your voice recorded during class, you will need to keep your mute button activated and communicate exclusively using the "chat" feature, which allows students to type questions and comments live. The chat will not be recorded or shared. As in all courses, unauthorized recording and unauthorized sharing of recorded materials is prohibited. Pronouns – I want you to feel welcome and safe in this class; and that you are comfortable participating in class discussions and communicating with me on any issues related to the class. I would like to acknowledge your preferred name, and pronouns that reflect your identity. Please let me know how you would like to be addressed in class, if your name and pronouns are not reflected by your UF-rostered name. You may also change your “Display Name” in Canvas. To update your display name, go to one.ufl.edu, click on the dropdown at the top right, and select "Directory Profile." Click "Edit" on the right of the name panel, uncheck "Use my legal name" under "Display Name," update how you wish your name to be displayed, and click "Submit" at the bottom. This change may take up to 24 hours to appear in Canvas. This does not change your legal name for official UF records. COVID-19 - If you are experiencing COVID-19 symptoms (Click here for guidance from the CDC on symptoms of coronavirus), please use the UF Health screening system and follow the instructions on whether you are able to attend class. Click here for UF Health guidance on what to do if you have been exposed to or are experiencing Covid-19 symptoms. *Course materials will be provided to you with an excused absence, and you will be given a reasonable amount of time to make up work
You can also read
