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UNIT TITLE
HOSPITALITY MARKETING
UNIT CODE NUMBER
MKT360
HOME DEPARTMENT
César Ritz Colleges Switzerland
HOME PROGRAMME
BIB in Hotel & Tourism Management
BA in Hospitality Business Management
TERM
Summer 2013
UNIT LEADER(S)
& CONTACT DETAILS
DOLUNAY ARSLAN SUESS

[e-mail]
CREDIT VALUE
3
CREDITS AT LEVEL n/a AMOUNT OF STUDENT EFFORT (HOURS)
88
CLASS CONTACT TIME (HOURS)
44
UNIT STATUS
Mandatory
PRE-REQUISITES
None
CO-REQUISITES
None
UNIT LEARNING OUTCOMES

Upon completion of this unit, students shall be able to:

1. Understand and use basic marketing terminology and concepts.
2. Understand the basics of marketing planning, including the ability to identify the basic elements of a marketing plan.
3. Appreciate and understand the role of the customer in marketing planning, target marketing, and positioning strategy
4. Understand the environment in which organizations market their products, including the competitive, socio/cultural, natural, political/legal, economic, and technological environments.
5. Describe the elements of the marketing mix, how these elements are integrated in the marketing strategy, and how these elements affect an organization’s ability to sustain a competitive advantage.
6. Consider the global marketing environment and its impact on marketing strategy.
CURRICULUM OUTLINE

INSERT SUBJECT DESCRIPTION This course is designed to give students a broad exposure to the principles of marketing, from both a theoretical and managerial perspective. As an introductory course, its aim is to make all students (business and non-business majors) aware of the terminology, concepts, strategies, and techniques that are part of the world of marketing.

TEACHING AND LEARNING STRATEGIES The course relies upon lectures and discussions of the reading material, and other supplemental materials (e.g., articles from the business press). Individual and group learning will be heavily