Lecture Notes
*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 | Files |
|---|---|---|
| 1 | Introduction | (PDF) |
| 2 | Marketing Philosophies & Core Concepts | (PDF) |
| 3 | Knowing your customer: segmenting, targeting & positioning | (PDF) |
| 4 | CASE STUDY: Calyx & Corolla | (PDF) |
| 5 | Product Design & Branding | (PDF) |
| 6 | CASE STUDY: Black & Decker | (PDF) |
| 7 | Market Research I: Conjoint Analysis | (PDF) |
| 8 | CASE STUDY: Intuit | (PDF) |
| 9 | Market Research II: Survey Design | (PDF) |
| 10 | Market Research III: Forecasting Demand | (PDF) |
| 11 | CASE STUDY: Optical Distortion, Inc. | |
| 12 | Consumer Behavior | (PDF) |
| 13 | Consumer Behavior | (PDF) |
| 14 | MID TERM EXAM | |
| 15 | Discuss exam / Marketing Channels | (PDF) |
| 16 | Pricing: core concepts | (PDF) |
| 17 | Pricing: psychological considerations | (PDF) |
| 18 | CASE STUDY: Southwest Airlines | (PDF) |
| 19 | Advertising | (PDF) |
| 20 | Advertising | |
| 21 | CASE STUDY: Swatch | (PDF) |
| 22 | Competition | (PDF) |
| 23 | Class Presentations of Group Project | |
| 24 | Class Presentations (continued) | |
| 25 | Marketing Ethics & Course Overview | (PDF - 1.4MB) |
| 26 | IN CLASS FINAL |
