Hospitality and Tourism Marketing Strategy – TOUR 602

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

Course Description

This course offers an examination of the marketing process as applied to hospitality and tourism management organizations. Attention is given to the role of marketing as part of a travel and tourism organization’s strategic plans.




This is a required course in the Sport Management Master’s Degree Tourism cognate. It is important that recreation managers and sport managers understand both the process and the role marketing plays in the strategic plans of organizations. The marketing and promotion of an event, the potential partnerships with other individuals invested in an event, and the use of an event to market a destination are all important for organizers to address when planning and promoting an event or activity.

Measurable Learning Outcomes

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

  1. Apply services marketing strategies to hospitality and tourism situations.
  2. Develop an understanding of the relationship between marketing theory and application.
  3. Describe the facets of marketing as applied to travel and tourism, including: market analysis, market segmentation, tourist behavior, and decision making.
  4. Explain current marketing trends and issues in travel and tourism.
  5. Design a marketing strategy for a specific tourism or hospitality organization.
  6. Compare biblical Scriptures and perspectives with real-world situations.

Course Assignment

Textbook readings

Course Requirements Checklist

After reading the Syllabus and Student Expectationsthe student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)


The student is required to post a thread in response to the provided prompt for each forum. Each thread must be a minimum of 500 words and must build upon the information in the readings (including reflective statements and specific applications to the concepts in the text).


In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be a minimum of 250 words and must build on the ideas in the thread.

Case Studies (2)

There will be 2 case studies throughout this course. After choosing a particular case study, the student will write a 5–6-page case response in current APA format. The case response will include: a SWOT analysis, an application of marketing concepts from the book specific to the case, and a connection to a current peer-reviewed article.

Tests (8)

Each test will cover the assigned Reading & Study material for the module/week in which it is assigned. Each test will be open-book/open-notes, contain 16 multiple-choice and 2 short-answer/essay questions, and have a 2-hour and 45-minute time limit.