HOSP 2620: Introduction to Marketing
Effective date
September 2023
Department
Hospitality Management
School
Hospitality, Food Studies and Applied Business
Description
This course is designed to involve the students in a detailed study of basic marketing principles and functions. Students will develop an understanding of the concept of marketing, strategic planning, market segmentation, target marketing, and brand positioning. All elements of the marketing mix, including pricing, product placement, product development and promotional strategies will be examined.
Year of study
2nd Year Post-secondary
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Apply marketing terms and concepts, such as: competitive analysis, marketing plan, 4 Ps of marketing, pricing strategies, positioning, public relations, segmentation; target market; product differentiation, and service marketing.
- Evaluate internal and external variables and customers needs/demand when forming marketing strategies.
- Create customer-driven marketing strategies based on their research and understanding of the marketing environment.
- Examine societal marketing strategies and their application to the hospitality sector.
- Apply various promotional strategies to a hospitality business.
- Identify changing consumer trends in the hospitality industry and its impact on future marketing decisions.
- Evaluate the structural attractiveness of target markets.
Prior Learning Assessment & Recognition (PLAR)
To learn more about the PLAR pathways for this course review the Hospitality Management Diploma Program Content Guide.
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Instructional Strategies
Lectures, lab sessions, group discussions, case studies and presentations
Grading System
Letter Grade (A-F)
Evaluation Plan
Type
|
Percentage
|
Assessment activity
|
Assignments
|
40
|
Group assignments (8):
- Company analysis (5%)
- SWOT Analysis (5%)
- Competitive Analysis (5%)
- Positioning and Differentiation (5%)
- Customer analysis and target marketing (5%)
- Promotion Strategy (5%)
- Pricing Strategy (5%)
- Overall summary of marketing (5%)
|
Midterm Exam
|
30
|
|
Final Exam
|
30
|
|
Course topics
- Introduction to Marketing
- Service characteristics
- Role of Marketing in Strategic Planning
- Segmentation - targeting and positioning
- Marketing environment
- Marketing Information Systems
- Consumer markets and buying behaviour
- Promoting products: Promo and Advertising
- Promoting products: Public Relations and Sales
- Direct and online marketing
- Using Social Media in marketing
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/.
- To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.