College: College of Hospitality and Tourism Management Program: Bachelor of Science in Tourism Management
Prepared by: Contact Number:
MA. MARISSE L. SIBUG Email:
Professor Consultation Hours: Anytime (By Appointment)
Reviewed by: Approved by:
FRANKLIN F. AVELINO, MBA ELNORA A. BARRIOS, Ph.D.
Dean Director, Academic Affairs
Course Code: THC 7 Descriptive Title: Tourism and Hospitality Marketing
Course Credit(s): Three (3) Units Lecture Hours/Week: 3 Hours/Week Laboratory Hours/Week: None
Pre-Requisites: None
Course Description: This subject provides an introduction to the marketing concepts and techniques inherent in the hospitality and tourism industries. By evaluating the
marketing environments affecting the hospitality and tourism businesses, students are able to understand how to define and select target markets, establish marketing
plans and programs, implement control and evaluation plans.
Course Learning Outcomes:
Specifically, at the end of the semester, the students are expected to:
recognize the roles of service marketing in the hospitality and tourism industry;
examine the consumer and organizational buyers’ behaviour and their influences to market the hospitality and tourism products;
analyze the marketing environment and establish marketing plans for the hospitality and tourism businesses;
explain the roles of various channels of distribution channels in the hospitality and tourism industry.
COURSE PROGRAM OUTCOME MAP:
In pursuit of Colegio de la Purisima Concepcion’s (CPC) noble vision and mission, the College of Hospitality Management (CHTM) aims to produce Bachelor of Science in
Tourism Management (BSTM) graduates to possess the following:
1. Apply management theories, methods to various types of tourism and hospitality organizations;
2. Analyze, evaluate, and solve problems using methods of management science;
3. Make decisions and act within social and ethical dimensions;
4. Sustain commitment in promoting livelihood programs in community development;
5. Use interpersonal & communication skills to be an effective player & leader in the tourism and hospitality industry;
6. Perform effectively and efficiently the core competencies in the tourism and hospitality industry;
7. An Ideal Purisimian graduate is a world-class, competent, innovative professional imbued with Christian values and a deep love for the Blessed Virgin Mary.
Course/Subject Outcome 1 Outcome 2 Outcome 3 Outcome 4 Outcome 5 Outcome 6 Outcome 7
THC 7 - Tourism
and Hospitality P P P L P L P
Marketing
(Legend: L–learned in the course; P–practiced in the course; O–not yet learned/practiced but the opportunity to exists)
Course/Subjects Units Outcome 1 Outcome 2 Outcome 3 Outcome 4 Outcome 5 Outcome 6 Outcome 7
Professional Subjects
THC 1 3 P L P P L L P
THC 2 3 L L P P L L P
THC 3 3 P L P P P L P
THC 4 3 L L P P L L P
THC 5 3 P P P P P L P
THC 6 3 P P P P P L P
THC 7 3 L L P P L L P
THC 8 3 P P P P P L P
THC 9 3
P P P P P L
P
THC 10 3 L L P P L L P
THC 11 3 P P P P P P P
THC 12 3 P P P P P P P
TPC 1 3 L L P P L L P
TPC 2 3 P P P L P P P
TPC 3 3 P L P P L L P
TPC 4 3 P P P P P L P
TPC 5 3 L L P P P L P
TPC 6 3 L L P P L L P
TPC 7 3 L L P P L L P
TPC 8 3 L L P P L L P
TMPE 1 3 L L P P L L P
TMPE 2 3 P L P P L L P
TMPE 3 3 P L P P L L P
TMPE 4 3 P P P P P P P
TMPE 5 3 P P P P P P P
TMPE 6 3 P P P P P P P
Practicum 6 P P P P P P P
Intended Learning Teaching Textbook Time
Outcomes Learning (T) Assessment Allotment
Competence Topics (ILO) Activities Equipment (Hours)
References
(TLA) (R) Task Tool Lec Lab
PRELIMINARY PERIOD
Outline and summarize the Understanding Tourism and
concept and nature of Hospitality Marketing
tourism and hospitality Introduction Illustrate and discuss Online Lecture; Laptop Institutional Weekly Weekly 4.5
marketing. basic marketing Online Smart Learning Assessments; Worksheets;
Marketing Concepts concepts; Discussion; Phone Kit (ILK) Major Major
Factors to Consider in Identify and describe Multimedia Written Written
Tourism Marketing factors to consider in Instruction; Exam; Exam;
tourism marketing Case Studies; Oral Exam Oral Exam
Management
management; Reporting
Tourism System Model
Illustrate and explain Online
The Marketing the tourism system Activities/
Environment model; Modular
Identify and explain the Activities
marketing
environment.
Characteristics of Tourism and
Hospitality Marketing Online Lecture; Laptop Institutional Weekly Weekly 4.5
Underlying Principles of Online Smart Learning Assessments; Worksheets;
Outline and explain the Major
Tourism Marketing Discussion; Phone Kit (ILK) Major
underlying principles of Written
Capacity and Demand tourism marketing; Multimedia Written
Management Instruction; Exam; Exam;
Illustrate and explain Oral Exam
The Marketing Mix capacity and demand Case Studies; Oral Exam
management; Reporting
Illustrate, identify and Online
discuss the marketing Activities/
mix,. Modular
Activities
Role of Marketing in Strategic Online Lecture; Laptop Institutional Weekly Weekly 4.5
Planning Online Smart Learning Assessments; Worksheets;
What is marketing Discussion; Phone Kit (ILK) Major Major
strategic planning? Define and discuss Multimedia Written Written
marketing strategic Instruction; Exam; Exam;
Use of Strategic
planning; Case Studies; Oral Exam Oral Exam
Marketing Plans
Demonstrate and Reporting
explain the use of Online
strategic marketing Activities/
plans. Modular
Activities
PRELIMINARY EXAMINATION
MIDTERM PERIOD
Marketing Environment: Micro
Demonstrate knowledge and - Environment and Micro -
skills on tourism and Environment
hospitality marketing. Macro - environment Online Lecture; Laptop Institutional Weekly Weekly 4.5
Marketing Illustrate and explain Online Smart Learning Assessments; Worksheets;
the macro - Discussion; Phone Kit (ILK) Major Major
Elemets Written
environment Multimedia Written
Micro - environment Exam;
marketing; Instruction; Exam;
Marketing Oral Exam
Identify and describe Case Studies; Oral Exam
Components the elements of macro - Reporting
Differences between environment Online
Micro and Macro marketing; Activities/
Environments of Illustrate and explain Modular
Marketing the micro - environment Activities
marketing;
Identify and describe
the components of
micro - environment
marketing;
Compare and contrast
the micro and macro
environments of
marketing.
Consumer Market and
Consumer Buying Behavior
What is consumer buying Online Lecture; Laptop Institutional Weekly Weekly 4.5
behavior? Online Smart Learning Assessments; Worksheets;
Discussion; Phone Kit (ILK) Major Major
Stages of the Consumer
Define and discuss Multimedia Written Written
Buying Process
consumer buying Instruction; Exam; Exam;
Types of Consumer Oral Exam
Buying Behavior behavior; Case Studies; Oral Exam
Categories that Effect the Illustrate and explain Reporting
Consumer Buying the stages of consumer Online
Decision Process buying process; Activities/
Identify and describe Modular
types of consumer Activities
behavior;
Identify and discuss the
categories that effect
the consumer buying
Market Segmentation and decision process.
Positioning
The STP Model of Online Lecture; Laptop Institutional Weekly Weekly 4.5
Marketing Segmentation, Online Smart Learning Assessments; Worksheets;
Targeting and Positioning Discussion; Phone Kit (ILK) Major Major
Illustrate and discuss Multimedia Written Written
Segmentation
the STP model of Instruction; Exam; Exam;
Targeting Oral Exam
marketing Case Studies; Oral Exam
Positioning segmentation, targeting Reporting
and positioning. Online
Activities/
Modular
Activities
MIDTERM EXAMINATION
PREFINAL PERIOD
Design and Managing Products Online Lecture; Laptop Institutional Weekly Weekly 4.5
Exhibit knowledge and skills What is a product? Online Smart Learning Assessments; Worksheets;
on tourism and hospitality Discussion; Phone Kit (ILK) Major Major
Product Levels
marketing. Define and discuss the Multimedia Written Written
Core Product Exam;
concept and nature of Instruction; Exam;
Facilitating Products product; Case Studies; Oral Exam Oral Exam
Supporting Products Illustrate and discuss Reporting
Augmented Product the product life cycle. Online
Product Life Cycle Activities/
Modular
Activities
Internal Marketing Online Lecture; Laptop Institutional Weekly Weekly 4.5
Product Pricing as a Online Smart Learning Assessments; Worksheets;
Discussion; Phone Kit (ILK) Major Major
Marketing Strategy Written
Measure the Market Illustrate and discuss Multimedia Written
internal marketing; Instruction; Exam; Exam;
Cost - Plus Pricing Oral Exam
Discuss product pricing Case Studies; Oral Exam
Demand Pricing as a marketing Reporting
strategy. Online
Activities/
Modular
Activities
Online Lecture; Laptop Institutional Weekly Weekly 4.5
Pricing Products Learning Worksheets;
Online Smart Assessments; Major
Competitive Pricing Discussion; Phone Kit (ILK) Major Written
Mark - up Pricing Multimedia Written Exam;
Psychology of Pricing Illustrate and explain Instruction; Exam; Oral Exam
the concept and nature Case Studies; Oral Exam
of product pricing. Reporting
Online
Activities/
Modular
Activities
PREFINAL EXAMINATION
FINAL PERIOD
Reinforce knowledge and Promotion and Advertising Online Lecture; Laptop Institutional Weekly Weekly 4.5
skills in tourism and Comparison Chart Online Smart Learning Assessments; Worksheets;
hospitality marketing. Discussion; Phone Kit (ILK) Major Major
Differences in Time
Multimedia Written Written
Frame
Illustrate and Instruction; Exam; Exam;
Types of Promotion and Oral Exam
explain the Case Studies; Oral Exam
Advertising
comparison chart; Reporting
Relationship of Sales with Compare and Online
Advertising and contrast the Activities/
Promotion different promotion Modular
Cost of Advertising vs types; Activities
Promotion Identify and
describe types of
promotion and
advertising;
Illustrate and
explain the
relationship of sales
with advertising and
promotion.
Public Relations and Sales
Promotion Online Lecture; Laptop Institutional Weekly Weekly 4.5
Press Releases Online Smart Learning Assessments; Worksheets;
Sponsorship Discussion; Phone Kit (ILK) Major Major
Multimedia Written Written
Product Placements Exam;
Video Clips Identify and discuss the Instruction; Exam;
various activities in Case Studies; Oral Exam Oral Exam
doing public relations Reporting
and sales promotion of Online
a particular product. Activities/
Modular
Activities
Virtual Tourism and Hospitality 4.5
Advertisement
FINAL EXAMINATION
Equipment: Laptop, Smart Phone, Tablet/IPad
Textbook:
1. Institutional Learning Kit (ILK)
References:
1. [Link]
2. [Link]
Course Requirements:
Weekly Worksheets
Major Examinations
Grading System:
Components Percentage
Weekly Assessment 40%
Major Exam 60%
Total 100%
Course Requirements & Grading System GRADE Percentage Equivalent Indication
1.00 100% Excellent
Prelim Grade …………………………………………………………………………………………. 25% 1.25 97 - 99%
Prelim Examination …………………………………………………. 60% 1.50 94 - 96% Very Good
Weekly Assessment…………………..……………………………… 40% 1.75 91 - 93%
2.00 88 - 90% Good
Midterm Grade ……………………………………………………………………………………… 25% 2.25 85 - 87%
Midterm Examination …...…………………………………………. 60% 2.50 82 - 84% Fair
Weekly Assessment………..………………………………………… 40% 2.75 79 - 81%
3.00 75 - 78% Passing
Pre-Final Grade ……………………………………………………………………………….……. 25% 5.00 Failure
Prefinal Examination ………………….……………………………. 60%
F – Failed
Weekly Assessment………………..………………………………… 40% NE – Never Entered
D – Dropped
Final Grade …………………………………………………………………………………………… 25% FA – Failure due to Absences (more than 20% of the total number of class hours)
INC – Incomplete (must be completed within 2 consecutive semesters excluding
Final Examination ……………………………………………………. 60%
summer or grade becomes an F)
Weekly Assessment…………… .…………………………………… 40%
Total ………………………………………………………………………………………..…………. 100%
Passing Mark = 75%
Equivalent: 50 + 50 (Score)
Perfect Score
CLASSROOM POLICIES
Testing and Grading
Assessment will be given every week.
Major exams will be administered on the scheduled date. No make-up exams will be allowed.
Appeals for rechecking must therefore be accomplished within one week after the results are given out.
Students are required to study for the lessons that were taught or assigned readings for discussions.
Class Guidelines
Students are highly encouraged to ask questions and contribute their insights and observations, as long as they are relevant to the subject matter being discussed.
College policy on attendance and on grade computation shall be strictly observed and imposed.
Class requirement/s should be submitted a week before the final examination date. Submission after deadline but within the allowable completion period, the
standing policy of the college on Incomplete (INC) or No Grade may apply.
Evaluation
(Continuous Assessment) During each activity, students will be evaluated on their activity work and attitude. Additional marks will be awarded for displays of
leadership.
There will be several assessments; these marks will form part of the overall mark for the paper works along with an average of all other activity sessions.
Consultation Hours
Regarding consultation, students may get in touch with their THC 9 Instructor through:
Contact Number:
Email:
Students who wish to individually consult their THC 9 Instructor may arrange an appointment with them or through Ms. Maria Theresa Benecio, the Department
Secretary.
