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Context statement: Chapter numbers in the table refer to the following textbook:
Kotler, Philip, John Bowen, and James C. Makens. Marketing for Hospitality and Tourism. 2nd ed. Upper Saddle River, NJ: Prentice Hall, 1998. ISBN: 9780130807953. [ISBN-10: 0130807958]
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| LEC # | | | | TOPICS | | | | READINGS |
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| | | | | | 1 | | | | Introduction | | | | | | | | | | | | | | | | 2 | | | | Marketing Philosophies & Core Concepts | | | | - Marketing strategy: An overview
| | | | | | | | | | | | 3 | | | | Knowing your customer:
segmenting, targeting & positioning | | | | - Ch. 8: Market Segmentation, Targeting, and Positioning for Competitive Advantage.
| | | | | | | | | | | | 4 | | | | CASE STUDY: Calyx & Corolla | | | | - Calyx & Corolla case study
| | | | | | | | | | | | 5 | | | | Product Design &
Branding | | | | - Ch. 9: Designing Products
- Storytelling: A new way to get close to your customer
- Spark innovation through empathic design
| | | | | | | | | | | | 6 | | | | CASE STUDY: Black & Decker | | | | - Black & Decker case study
| | | | | | | | | | | | 7 | | | | Market Research I:
Conjoint Analysis | | | | | | | | | | | | | | | | 8 | | | | CASE STUDY:Intuit | | | | - Intuit case study
- Customer Service: The Last Word
| | | | | | | | | | | | 9 | | | | Market Research II:
Survey Design | | | | | | | | | | | | | | | | 10 | | | | Market Research III:
Forecasting Demand | | | | | | | | | | | | | | | | 11 | | | | CASE STUDY:
Optical Distortion, Inc. | | | | - Optical Distortion case study
| | | | | | | | | | | | 12 | | | | Consumer Behavior | | | | - Influence: Chapters 1 and epilogue
- Get Closer to Your Customers by Understanding How They Make Choices
| | | | | | | | | | | | 13 | | | | Consumer Behavior | | | | | | | | | | | | | | | | 14 | | | | MID TERM EXAM | | | | | | | | | | | | | | | | 15 | | | | Discuss exam /
Marketing Channels | | | | - Why We Buy: Chapters 2,8,9,10
| | | | | | | | | | | | 16 | | | | Pricing:
core concepts | | | | | | | | | | | | | | | | 17 | | | | Pricing:
psychological considerations | | | | | | | | | | | | | | | | 18 | | | | CASE STUDY:
Southwest Airlines | | | | - Southwest Airlines case study
| | | | | | | | | | | | 19 | | | | Advertising | | | | | | | | | | | | | | | | 20 | | | | Advertising | | | | | | | | | | | | | | | | 21 | | | | CASE STUDY: Swatch | | | | | | | | | | | | | | | | 22 | | | | Competition | | | | - Ch. 19: Creating Competitive Advantage
- Creative strategies for responding to competitive actions
| | | | | | | | | | | | 23 | | | | Class Presentations
of Group Project | | | | | | | | | | | | | | | | 24 | | | | Class Presentations
(continued) | | | | | | | | | | | | | | | | 25 | | | | PDFMarketing Ethics
& Course Overview | | | | - Ch. 22: Marketing and Society
| | | | | | | | | | | | 26 | | | | IN CLASS FINAL | | | | | | | | | |
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