This course seeks to equip students with the key conceptual, analytical and problem solving skills to address marketing problems and decisions. Specifically, it introduces students to various marketing analyses (customer, competitor and company analysis) and marketing strategies. Tools and methods used in planning and implementing the four Ps (product, price, place and promotion) will be explored. Service marketing basics will be emphasized. This course integrates theory and practice within the context of organizations operating locally and globally. After completing this course, students will also be able to advance their research and analytical skills.

CILO-1: Analyze marketing theories and concepts in relation to hospitality enterprises and organizations. CILO-2: Illustrate the unique marketing characteristics of hospitality services. CILO-3: Explain the relationship between and among various stakeholders in the marketplace in hospitality industry. CILO-4: Proactively devise strategic market management strategies in hospitality industry. CILO-5: Provide practical solutions to address challenges in hospitality industry. CILO-6: Effectively communicate with different stakeholders.