ECP706 - Hospitality Marketing

Outline info
Last revision date 2016-05-30 00:34:50.762
Last review date 2016-07-18 00:15:06.091

Subject Title
Hospitality Marketing

Subject Description
Students learn to translate ever-changing guest needs into market opportunities by planning, analyzing, researching, setting objectives and using a variety of inter-related marketing strategies, as they apply to the hospitality industry.

Credit Status
One Full Credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Define the concept of marketing.
2. Define the service characteristics of hospitality marketing.
3. Describe the role of marketing in strategic planning.
4. Describe how the marketing environment affects the marketing system.
5. Explain the integration of the marketing information systems and marketing research.
6. Demonstrate an understanding of customer and organizational behaviour in the hospitality industry.
7. Describe segmentation targeting and positioning.
8. Describe how to build customer loyalty through quality.
9. Describe the marketing and product mix.
10. Interpret a marketing plan for a hospitality enterprise.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline

  • Concept of marketing
  • Hospitality marketing
  • Marketing in strategic planning
  • Marketing information systems and marketing research
  • Customer and organizational behaviour
  • Segmentation targeting and positioning
  • Customer loyalty
  • Marketing and product mix
  • Marketing plan for a hospitality enterprise

Mode of Instruction
This subject is delivered online. This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities. 

Prescribed Texts
Title:          Marketing for Hospitality and Tourism
Author:      Kotler, Bowen, Makens
Publisher:  Prentice
Edition:      6th Edition
ISBN:         9780132784023

Reference Material

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:

Case Discussions 30%
Marketing Portfolio 40%
Final Assessment * 30%

* Final Exams:  The final exam will be administered online.   All the academic policies of the College at which you registered apply. This includes, but is not limited to policies related to grading, supplemental exams, deferred exams and accommodations. 

Please retain this course outline document for future educational and/or employment use.

Program Manager:
Danielle Mercier

Approved by: Jeff McCarthy