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Course Description
Evaluates the role of marketing strategy within overall corporate strategic planning. Segmentation theory, brand segmentation, niche marketing, program life cycles, and positioning approaches are discussed. Emerging concepts, such as visioning, relationship marketing, strategic alliances, and database marketing are studied.
Pre-requisite
HTM 531 or instructor’s consent
Course Objectives
- Identify critical issues of strategic importance in marketing hospitality and tourism organizations
- Appreciate the role of branding in strategic marketing management
- Understand key concepts of strategic brand management and relate these concepts to various sectors of hospitality and tourism industries
- Display an advanced level of knowledge about visioning, segmentation & positioning, relationship marketing, partnerships and strategic alliances, and other strategic approaches examined in the course
- Develop a research paper based on one or more strategic marketing principles and concepts. The topical issue should be of practical interest to a tourism industry sector
Course Topics
- Brand, Branding, and Marketing Strategies
- Customer-Based Brand Equity
- Positioning
- Marketing Programs
- Marketing Communications
- Leveraging Brand Associations
- Brand Equity Measurement and Management Systems
Textbook
Visit the HTM Undergraduate Courses Textbooks page to check information on the required textbook for this course.
Instructor Information
Liping A. Cai, PhD
Office: Matthews 128A
Phone: (765) 494-4739
E-mail: liping@purdue.edu
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