Description:

This course includes detailed information in distinguishing the difference between marketing, sales, promotion, advertising and merchandising. In addition, development and quantifying the cost of a marketing plan by analyzing markets and developing a primary target market will be discussed. This course is a seminar course, and students are required to be employed 15 hours per week in a job related to the hospitality industry. 3 hrs. lecture, 15 hrs. internship/wk.

Supplies: Refer to the instructor's course syllabus for details about any supplies that may be required.

Prerequisites: NONE

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Define marketing and other terminology.
2. Identify service quality through customer satisfaction.
3. Analyze market segmentation through demographics.
4. Analyze consumer behavior.
5. Develop a marketing plan to suit the need of the foodservice establishment.
6. Develop sales strategies.
7. Develop promotion strategies.
8. Identify the hospitality product life cycle.
9. The student should be able to identify the importance of an electronic commerce advertising campaign.
10. Develop and analyze an advertising and media plan.
11. Acknowledge the importance of public relations skills.
12. Develop in-house merchandising strategies.
13. Develop a personal selling strategy.
14. Develop a menu pricing strategy with menu design.
15. Develop a marketing strategy by developing the menu.
16. Identify legal issues in advertising and marketing.

Content Outline & Competencies:

I. Introduction to Hospitality Marketing
   A. Define marketing mix
   B. Identify the marketing environment
   C. Identify the marketing management cycle

II. Hospitality Services Marketing
   A. Identify service quality
   B. Identify customer satisfaction
   C. Identify trends affecting the industry

III. Market Segmentation & Target Marketing
   A. Develop types of segments
   B. Identify segmentation variables
   C. Develop market segmentation decisions
   D. Develop market segmentation strategies

IV. Understanding Consumer Behavior
   A. Identify factors that influence consumer behavior
   B. Develop a customer decision-making model
   C. Develop a consumer problem-solving process

V. The Marketing Plan
   A. Develop a corporate mission
   B. Develop an executive summary
   C. Develop an external analysis
   D. Develop an internal analysis
   E. Develop a market positioning strategy

VI. Sales Strategy
   A. Develop a local strategic marketing strategy
   B. Develop a corporate strategic marketing strategy
   C. Identify strengths, weakness, opportunities and trends (SWOT)
analysis

VII. Promotion and Marketing
   A. Develop the promotion mix
   B. Develop an advertising strategy
   C. Evaluate the results of the marketing plan

VIII. The Hospitality Product
   A. Identify the product life cycle
   B. Identify the concept as a product
   C. Identify the benefits of branding

IX. Distribution & Electronic Commerce
   A. Develop a distribution management strategy
   B. Develop an advertising campaign for electronic commerce

X. Advertising and Media Planning
   A. Develop a print media strategy
   B. Develop a broadcast media strategy
   C. Develop a direct mail strategy
   D. Identify the importance of support media

XI. Merchandising 
   A. Identify and define merchandising
   B. Develop a merchandising plan

XII. Public Relations
   A. Identify the importance of public relations
   B. Develop a public relations plan

XIII. Personal Selling
   A. Identify the personal selling process
   B. Develop a plan to prospect business
   C. Identify personal selling tools
   D. Identify ethical issues in selling
   E. Develop a sales presentation
   F. Identify the importance of closing the sale

XIV. Pricing Strategy and Menu Design
   A. Identify pricing variables
   B. Identify pricing techniques and procedures
   C. Develop a cost pricing strategy
   D. Identify pricing law and ethics

XV. Marketing with Menu Design
   A. Identify menu-planning variables
   B. Identify how to increase sales while developing the printed menu

XVI. Legal Issues
   A. Identify Truth-In-Menu concerns
   B. Identify ethics in advertising

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

Tests                 45.0% of grade
Final Examination     22.5% of grade
Projects/Assignments  22.5% of grade
Coordination Grade    10.0% of grade
 Total               100.0% 
   
Grade Criteria:
 A = 90 - 100
 B = 80 -  89
 C = 70 -  79
 D = 60 -  69
 F = Below 60

Caveats:

1. This course is a seminar course and students are required to be employed a minimum of 15 hours per week in a job related to the hospitality industry.
2. Computer Literacy Expectations: Students will need basic word processing and Internet searching skills for the completion of some papers, exercises and projects.

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.