This course will include complete coverage of essential marketing concepts and how they apply to the hospitality industry. Marketing theory will be supported by well-integrated international case studies to illuminate the practical realities of marketing in the hospitality sector, focusing on the need to create a flexible, adaptive approach to marketing products and services around the world. During the course, students will develop a comprehensive marketing plan for an international hospitality operation, which will include conducting a situation analysis, segmenting and targeting consumers, market positioning, and implementing tactics and action plans. Students will also study contemporary issues that impact hospitality marketing, such as the growing influence of technology on the industry, the need for multicultural research, the globalization of brands, and the importance of marketing ethics. Students will analyze the application of all these marketing concepts via research projects, case studies and readings pertaining to the countries visited on this voyage.
Field WorkCountry: Portugal
Date: September 26, 2019
The field class will begin with a visit to the Universidade Europeia, where we will take a tour, meet with faculty and hospitality students, and then work with those students on a gastronomy project that involves creating a lunch - 1000 ways of cooking codfish. After lunch we will visit the Cristiano Ronaldo Hotel and Pousada de Lisboa, one of the most famous pousadas in Portugal, where you can visit the room of Salazar, the Portuguese Monarch. Both hotels are located in Praça do Comércio and belong to the Pestana hotel chain. As well as appreciating Portuguese culture, students will learn from the Marketing Director about Pestana’s marketing strategies and how the hotel differentiates itself from the competition. For example, Portuguese soccer star Cristiano Ronaldo recently teamed up with Pestana in a joint venture to help open new markets in Asia and reinforce the group’s expansion into Spain and the United States. The idea of the field class is to explore the different ways that hospitality is taught and promoted in Portugal. Upon completion of this field class, you will write an individual reflection paper describing what you have learned and how it pertains to hospitality marketing. Learning Objectives:
- To explore the different ways that hospitality is taught and promoted in Portugal.
- To enhance understanding of hospitality marketing in Lisbon.
- To share ideas and experiences with students at the European University