Course Description

Analysis of services provided to consumers in the hospitality and food industry and the application of fundamental consumer marketing and research concepts to these services, including lodging, food services, and special events.

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Athena Title

Hospitality Food Industry Mark

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Equivalent Courses

Not open to students with credit in HFIM 3000

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Non-Traditional Format

This course will be taught 95% or more online.

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Prerequisite

HFIM 2500 and (AAEC 2580 or AAEC 2580E or ECON 2106 or ECON 2106E or ECON 2106H)

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Semester Course Offered

Offered spring

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Grading System

A - F (Traditional)

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Course Objectives

Upon completion of the course, the student will be able to demonstrate knowledge of the following topics: 1) the overall hospitality and food industry service marketing process 2) development and management of hospitality and food industry marketing opportunities and strategies 3) implementation of multi-media sales and advertising campaigns, including effective use of social media

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Topical Outline

I. The Basic Functions of Marketing II. Understanding the Behavior of Hospitality Consumers III. Marketing Segmentation and Positioning IV. Developing a Marketing Plan V. Developing New Products and Services VI. Product-Service Mix Strategy VII. Marketing Channels VIII. E-commerce IX. Advertising and Media Planning X. Sales Promotions, Merchandising, and Public Relations

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