This course examines how hospitality and tourism enterprises apply marketing theories for the purpose of successful business. It provides students with basic knowledge and practical experience to develop strategic and operating marketing plans for hospitality properties, emphasizes the marketing orientation as a management philosophy that guides the design and delivery of guest services and examines the dynamic relationship between hospitality marketing and daily operations.

Specific student learning outcomes are to develop an understanding of: 1. Benefits of tourism to an economy; 2. How to cultivate a Service Culture; 3. The importance of customer orientation; 4. The challenge of managing the 4 characteristics in services management; 5. How hospitality retailers can take proactive role in responding to environmental trends; 6. Different options for creating and investing in tourism attractions; 7. How to identify and organize visitor segments and central tourist agencies.