The course aims at giving students sufficient conceptual and theoretical as well as practical knowledge underpinning casino marketing in the context of the fast evolving sub-field of Services Marketing. Services in most developed economies like Macao, is the largest sector contributing to their respective GDP. Tourism and leisure activities (which include gaming and in particular casino) contributes a significant proportion of the value added in the services sub-sector. With projects and case analysis, the students are expected to become familiar with the marketing practices of firms in the industry both here and in the gaming entertainment centers in US, Europe, Australia and other places. The course will be delivered through lectures, case analysis and projects. Together the students are expected to gain an integrated knowledge of both theory and practice and impart in the students some capabilities for undertaking casino marketing planning, execution and evaluation.

Students will be able to describe the characteristics of casino marketing; to describe the major trends of differenet amrket segments; to evaluate the effectiveness of promotional mix in each segment; to apply the techniques of marketing plan for an integrated resort.