Lecture Notes

*Chapter numbers in the table refer to the following textbook:

Buy at Amazon 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