 When you click the Amazon logo to the left of any citation and purchase the book (or other media) from Amazon.com, MIT OpenCourseWare will receive up to 10% of this purchase and any other purchases you make during that visit. This will not increase the cost of your purchase. Links provided are to the US Amazon site, but you can also support OCW through Amazon sites in other regions. Learn more. |
Context statement: Chapter numbers in the table refer to the following textbook:
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/KEY DATES |
|---|
| | | | |
|---|
| | | | | | 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 | | | | | | | | | | | | | | | | 22 | | | | Competition | | | | - Ch. 19: Creating Competitive Advantage
- Creative strategies for responding to competitive actions
| | | | | | | | | | | | 23 | | | | Class Presentations
of Group Project | | | | PROJECT WRITE-UPS DUE | | | | | | | | | | | | 24 | | | | Class Presentations
(continued) | | | | | | | | | | | | | | | | 25 | | | | PDFMarketing Ethics
& Course Overview | | | | - Ch. 22: Marketing and Society
| | | | | | | | | | | | 26 | | | | IN CLASS FINAL | | | | TAKE HOME PROBLEM DUE | | | | | |
|