这个作业是酒店销售和市场营销的分析报告编写
School of Hospitality and
Tourism
HOSP703: HOSPITALITY SALES AND
MARKETING
2019- 2020 SUMMER SCHOOL
Copyright 2019/2020 AUT University
This material is protected by copyright and has been copied by and solely for the educational purposes of the
University under license. You may not sell, alter or further reproduce or distribute any part of this
coursepack/material to any other person. Where provided to you in electronic format, you may only print
from it for own private study and research. Failure to comply with the terms of this warning may expose you
to legal action for copyright infringement and/or disciplinary action by the University.
2
Paper Code and Title: HOSP703, Hospitality Sales and Marketing
Level: 7
Credits: 15
Pre/Co-Requisites: None
Learning Hours: 150
Paper Coordinator
Name: Associate Professor Peter Kim
Email: pkim@aut.ac.nz
Phone: 9-921-9999 (ext 6105)
Office: WH432
Prescriptor
This paper aims to help students develop an understanding of applied marketing theory in an
international hospitality environment and examine hospitality specific issues such as yield
management, services marketing, hospitality distribution channels, and service quality management
strategies.
Learning Outcomes
On completion of this paper, successful students should be able to:
1. Learn the language of hospitality and tourism marketing;
2. Identify the unique challenges faced by marketing organisations within the hospitality
industry;
3. Recognise how consumer behaviour influences the marketing activities of hospitality
organisations;
4. Understand and analyse the roles of, and interrelationships between, the various marketing
organisations within the industry including national and regional marketing bodies, hotel
sales and marketing departments, airlines, wholesalers and other members of the travel
trade;
5. Demonstrate an understanding of all components of the marketing mix and how they are
applied in the hospitality environment;
6. Demonstrate the ability to think strategically in solving marketing problems; and
7. Develop a marketing evaluation report for a hospitality organisation and show an
understanding of how marketing strategies are evaluated.
Assessment
# Assessment type Due date Weighting Learning
Outcomes
1 Online tests Days 3, 6 and
9
20% (6+7+7) 1-6
2 Current Industry Event Analysis
Presentation (Assigned dates)
Written commentary (9 December)
Assigned
dates
9 December,
10pm
40% 2-6
3 Individual case analysis 18 December,
12pm
40% 1-7
Students are expected to be available for ALL assessments (including examinations and tests) at any
time that they are scheduled during the Summer School period (25 Nov, 2019 – 21 Feb, 2020). Any
exceptions relate to only those exceptional circumstances beyond your control. Applications for
alternative arrangements will only be granted through the Special Consideration Applications (SCA)
process. For examples of exceptional circumstances please refer to
https://blackboard.aut.ac.nz/webapps/aut-sca-bb_bb60/UserGuideStudents.pdf
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Paper Requirements
To successfully complete this paper, the following conditions must be met:
• Obtain a final minimum mark of 50% overall in the paper;
• Submit all assessments. If any assessment is not handed in, a DNC grade will be awarded
for the paper.
Student Responsibilities
Class times and places
These are shown on your personal timetable, which is available from the ARION website
https://arion.aut.ac.nz
Blackboard
Resources are posted online and it is your responsibility to download the appropriate course material
and bring this to class. It is highly recommended that you prepare for each class and tutorial by reading
the material prior to class. There is learning material available on Blackboard so please use this to
enhance your study and assignments: https://blackboard.aut.ac.nz
Submitting your assignment
Follow the instructions on the assessment details carefully, including information on
• Due date and time;
• Submission instructions; and
• Turnitin requirements
It is the student’s responsibility to know what method is required for this paper, detailed in the
assessment instructions. No responsibility will be taken by the lecturer or the School of Hospitality and
Tourism for assignments left under office doors or handed into administration offices.
Where to hand in the assignment will be specified under submission instructions.
Unless instructed otherwise by your lecturer, all written assignments are to be submitted to Turnitin.
If an assignment is not submitted to Turnitin, it will not be marked and you will receive a DNC (Did Not
Complete). Turnitin is software that determines if the work is your own and not someone else’s work.
Therefore, you are required to submit an electronic version of your assignment through the link on
Blackboard. Instructions for using Turnitin will be provided in class. The submission title for Turnitin
must be your STUDENT ID number. You will receive a confirmation of your submission to your email
address.
Grades
In-course grades will be posted either in Grade Centre on Blackboard or Arion. Note that grades posted
on Blackboard or Arion are provisional only until after Exam Board at the end of each semester. Final
results will be sent through Arion Correspondence.
Programme Manual
The School of Hospitality and Tourism programme manual app can be downloaded
through the App Store and Google Play Store.
App Store: https://itunes.apple.com/nz/app/aut-school-of-h-t/id1204514865?mt=8
Google Play Store:
https://play.google.com/store/apps/details?id=com.aut.CertificatinHospitalityandTourism
Refer to the Programme Manual for information on:
• Referencing and Turnitin
• Assessing cover sheets
• Special consideration for assessments
• Academic Integrity process
• Examination Procedures
• Appeals
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Weekly Schedule
Dates Lecture/Tutorial Topic Readings/Resources
25 November Introduction to Hospitality
Marketing / Service Characteristics
Chapters 1 & 2
26 November Strategy / Environment Chapters 3 & 4
27 November Marketing Research
(Online test 1)
Chapter 5
2 December Buyer Behaviour Chapters 6 & 7
3 December Segmentation / Product
Internal Marketing
Chapters 8 & 9
Chapters 10
4 December Communication – Building Customer
Loyalty
(Online test 2)
Chapters 1 & 16
9 December Pricing / Distribution
(Due – written commentary)
Chapters 11 & 12
10 December Promotion / PR Chapters 13 & 14
11 December Review of paper
(Online test 3)
Individual Case Analysis due by Wednesday 18 December – 12pm
Readings
Required texts
Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2017). Marketing for Hospitality and Tourism (7th
Ed). Upper Saddle River, NJ: Pearson Education Inc.
(The book has a website that can be accessed at http://wps.prenhall.com/chet_kotler_marketing_5/ . It
provides practice tests and PowerPoint slides that go with the text.)
Supplementary reading
Kandampully, J., Keating, B., Kim, B. P., Solnet, D., & Mattila, A. (2014). Service research in the
hospitality literature: Insights from a systematic review (1998-2012). Cornell Hospitality
Quarterly, 55(3), 287-299.
Kim, P. B., Gazzoli, G., Qu, H., & Kim, C. S. (2016). Influence of the work relationship between
frontline employees and their immediate supervisor on customers’ service experience. Journal of
Hospitality Marketing & Management, 25(4), 425-448.
Kim, J., Kim, P. B., Kim, J. E., & Magnini, V. P. (2016). Application of construal-level theory to
promotional strategies in the hotel industry. Journal of Travel Research, 55(3), 340-352.
Line, N. D., & Runyan, R. C. (2012). Hospitality marketing research: recent trends and future
directions. International Journal of Hospitality Management, 31(2), 477-488.
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Assessment Details
Assessment 1: Online tests
Due date and time: Days 3, 6, and 9
Submission instructions: These are done online, instructions provided on Blackboard
Turnitin instructions: NA
Assessment value: 6% + 7% + 7% = 20 %
Assessment brief: Progressive Online test
Assessment 2: Current Industry Event Analysis
Due date and time: Assigned dates (presentation / 15%) / 9 December, 10pm (written
report / 25%)
Submission instructions: A soft copy to be submitted to Turnitin
Turnitin instructions: A soft copy to be submitted to Turnitin
Assessment value 40%
Assessment brief:
The purpose of this assignment is to relate classroom learning to real life events and applications so
students may realize the practical value of class content. You are required to work on a current
industry events/analyses on the assigned dates during the semester. You are also required to turn in a
paper (700-1000 words, a single-spaced paper with 12 point Times New Roman font with your full
name and class section clearly labeled) and please submit your paper to Blackboard on the submission
due dates.
1. Find a current event / news article from any popular business or news sources (see the
websites of potential resources). The article should preferably be published in the last three
weeks, but certainly no earlier than three months before your presentation.
2. The topic of the news article should be related to Hospitality Sales and Marketing. The choice
of the topic is on a first-come/first-served basis. Once you identify the event/news, please
share your choice with the class immediately.
3. Make a PowerPoint presentation in class (around 20 minutes) on the assigned presentation
dates. Encourage class questions / discussion. You need to submit your ppt file to the lecturer
prior to the class.
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4. On your turn-in sheet, put the title and the source of the article. Then write a paragraph
summarising the new brief followed by paragraphs including your own interpretation, opinion,
comments, and implication of the news to the topic chosen by you. More specifically, in your
discussion, you must address the following issues:
1) a brief summary of the article,
2) highlight the different marketing concepts that are illustrated in the article,
3) identify important concept(s) of the article, potential problems, and opportunities,
4) provide your own insightful suggestions –what are the implications of the information in
this article for those in the hospitality industry? That is, how should they use the information
presented in this article. The submission must be single-spaced (Times New Roman, 12-point
font) and must not exceed two-pages (excluding the article attached to your paper).
5. Please submit your paper (word-document) to Blackboard by 9 December, 10pm (only
electronic submission will be accepted).
Web Sites of Potential Resources:
• Any popular business or news media (e.g., Wall Street Journal, NY Times, USA Today,
Financial Times, Business Week, Forbes, Fortune, The Economist, Harvard Business Review,
etc.,)
• Hospitality & Tourism Complete, http://web.b.ebscohost.com.ezproxy.aut.ac.nz/
• Hotels: HotelNewsNow (HNN): http://www.hotelnewsnow.com/ The magazine of the
Worldwide Hotel Industry: www.hotelsmag.com
• International Hotel and Restaurant Association – The leading global association for the
hospitality industry, offers the timely global trends in hospitality development and
management. www.ih-ra.com.
• SmartBrief: http://www.smartbrief.com/
• Foodservice Consultants Society International: www.fcsi.org/
• American Hotel and Lodging Association – The leading lodging industry association in North
America. It provides information on hotel development and management trends and
practices. http://www.ahla.com/.
• American Institute of Wine & Food: www.aiwf.org
• eHospitality Institute: http://ehiedu.org/
• QSR: www.qsrmagazine.com
• Zagat Survey, LLC: www.zagat.com/
• Restaurant Hospitality: www.restaurant-hospitality.com
• Restaurant Report: www.restaurantreport.com
• RestaurantOwner.com: http://www.restaurantowner.com/
• Professional Convention Management Association (PCMA): http://www.pcma.org/
• Convention Industry Council: http://www.conventionindustry.org/
• Meetings and Conventions: http://www.meetings-conventions.com/
• Meeting Professionals International (MPI): http://www.mpiweb.org/
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Marking Schedule: Current Industry Event Analysis
Mark allocation Student ID:
15 Grasp
The student wrote a commentary demonstrating that s/he understands the topic.

15 Understandability
The commentary that the student wrote can be well understood by its readers.
30 Insightfulness
The student wrote a commentary demonstrating that s/he gave adequate thoughts
to the application of the topic’s concepts the practical question at hand.
i.e., [identifying potential problems and opportunities and providing your own
insightful suggestions]
10 Literary Style
Coherent, structured and grammatically error free
30 Presentation
The nature of the event (or news) was well explained along with the student’s own
interpretation and suggestions for the industry and consumers.
The student well answered and responded to questions/comments from the
audience.
100 = X 0.4 = Marks (weighted grade)
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
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Assessment 3: Individual Case Study
Due date and time: 18 December 2018, 12 noon
Submission instructions: A soft copy of paper to be submitted through Turitin by 12pm.
Turnitin instructions: A soft copy to be submitted to Turnitin
Assessment value 40%
Assessment brief:
You will have opportunities to discuss a number of cases during tutorial sessions. On Day 3, 28
November, a particular case will be provided for you to analyse along with several discussion
questions. Based on the case given, you will be required to write up an analysis and submit it to
Turnitin by the due date, Wednesday, 18 December 2019 (12pm). It is essential that you use the
assignment to show your understanding of the concepts being studied through the semester and
present your opinions with justifications and reference to the academic literature.
This assessment should adhere to the following guidelines:
1) This is a major (individual) assessment.
2) At least (but not limited to) 2,500 words
3) It must be submitted on time (Please refer to the programme manual for penalties for late
submission)
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Marking Guide – Individual Case Analysis
Mark allocation Student ID:
50 Understanding of the case
• Introduction – Introduce the topic, theory, purpose and intent
• Understanding the context (Discussion / Literature review) –
Organisational overview, discussion of the main topic and
associated themes demonstrating your critical understanding of
the topic with underpinning theory and correct APA 6 referencing,
a minimum of 10 journal articles ( At least 1500 words but not
limited to)

35 Answering discussion questions with relevant justification
• Well formulated synthesised (combined) narrative discussion, valid and wellargued responses with theoretical / factual backup to justify your argument.
• Logical flow of the argument
• Level of critical thinking – evidence based
• A minimum of 10 journal articles to be used to back your ideas and opinion.
Only academic sources to be used.
15 Literary Style & APA 6th Referencing
• Coherent, structured and grammatically error free
100 = X 0.4 = Marks (weighted grade)
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10
Very poor; Inadequate; Significant gaps; Just adequate; Good, but minor flaws; Very good; Excellent
0 1 2 3 4 5 6 7 8 9 10


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