Readings

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Context statement: Chapter numbers in the table refer to the following textbook:
Amazon logo Kotler, Philip, John Bowen, and James C. Makens. Marketing for Hospitality and Tourism. 2nd ed. Upper Saddle River, NJ: Prentice Hall, 1998. ISBN: 9780130807953. [ISBN-10: 0130807958]

LEC # TOPICS READINGS
1 Introduction       
2 Marketing Philosophies & Core Concepts
  • Marketing strategy: An overview
3 Knowing your customer:
segmenting, targeting & positioning
  • Ch. 8: Market Segmentation, Targeting, and Positioning for Competitive Advantage.
4 CASE STUDY: Calyx & Corolla
  • Calyx & Corolla case study
5 Product Design &
Branding
  • Ch. 9: Designing Products
  • Storytelling: A new way to get close to your customer
  • Spark innovation through empathic design
6 CASE STUDY: Black & Decker
  • Black & Decker case study
7 Market Research I:
Conjoint Analysis
 
8 CASE STUDY:Intuit
  • Intuit case study
  • Customer Service: The Last Word
9 Market Research II:
Survey Design
10 Market Research III:
Forecasting Demand
 
11 CASE STUDY:
Optical Distortion, Inc.
  • Optical Distortion case study
12 Consumer Behavior
  • Influence: Chapters 1 and epilogue
  •  Get Closer to Your Customers by Understanding How They Make Choices
13 Consumer Behavior  
14 MID TERM EXAM  
15 Discuss exam /
Marketing Channels
  • Why We Buy: Chapters 2,8,9,10
16 Pricing:
core concepts
 
17 Pricing:
psychological considerations
 
18 CASE STUDY:
Southwest Airlines
  • Southwest Airlines case study
19 Advertising  
20 Advertising  
21 CASE STUDY: Swatch
  • Swatch case study
22 Competition
  • Ch. 19: Creating Competitive Advantage
  • Creative strategies for responding to competitive actions
23 Class Presentations
of Group Project
24 Class Presentations
(continued)
 
25 PDFMarketing Ethics
& Course Overview
  • Ch. 22: Marketing and Society
26 IN CLASS FINAL