course introduces student to the marketing of hospitality products and services.
A foundation is set as students gain insight into the core concepts and
philosophies of marketing. Building on this foundation the marketing of
services and the micro and macro-environment of marketing are discussed.
Students are further guided through consumer buying behavior, marketing
research and market segmentation, targeting and positioning. Finally, students
will gain knowledge in the marketing mix including the 4Ps of marketing in
which product and branding, price, place and promotion along with the extended
marketing mix will be discussed
- Lead Lecturer: Myrna Ellis-Medina