Lyceum of the Philippines University -

Manila
The Claro M. Recto Academy of Advance Studies

THE VISION AND MISSION OF THE

LYCEUM OF THE PHILIPPINES UNIVERSITY

EDUCATIONAL PHILOSOPHY

Lyceum of the Philippines University (LPU), an institution of higher

learning, inspired by the ideals of Philippine President Jose P. Laurel,
is committed to the advancement of his philosophy and values:
“Veritas et Fortitudo”(truth and fortitude) and “Pro Deo et Patria” (for
God and country)

VISION

An internationally accredited university dedicated to innovation and

excellence in the service of God and country

MISSION

Lyceum of the Philippines University (LPU), espousing the ideals of

Jose P. Laurel, is committed to the following mission:

1. Advance and preserve knowledge by undertaking research and

disseminating and utilizing the results. – RESEARCH

2. Provide necessary knowledge and skills to meet entrepreneurial

development and the managerial requirements of the industry. –
INSTRUCTION

3. Provide equitable access to learning through relevant, innovative,

industry-based and environment-conscious programs and services in
the context of nationalism and internationalism. – INSTRUCTION
and QUALITY SERVICES

4. Establish local and international linkages that will be the source of

learning and growth of the members of the academic community. –
INSTRUCTION
5. Support a sustainable community extension program and be a
catalyst for social transformation and custodian of Filipino culture and
heritage. COMMUNITY EXTENSION

6. Build a community of God-centered, nationalistic, environment-

conscious and globally-competitive professionals with wholesome
values and attitudes. – PROFESSIONALISM and VALUES

CORE VALUES

L - Love of God
P - Professional Integrity
U - Unity
N - Nationalism
J - Justice
P - Perseverance
L - Leadership

THE VISION AND MISSION OF THE

CLARO M. RECTO ACADEMY OF ADVANCE STUDIES

VISION

An internationally-recognized center for professional advancement

and knowledge generation towards shaping sustainable communities.

MISSION

1. Optimize human and material resources in advancing life-long

learning for sustained development;

2. Promote innovation in knowledge generation, transfer and use in

the 4th Industrial Revolution (4IR) era;

3. Enable communities in working out solutions to complex issues

within the context of a learning environment.

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COURSE SYLLABUS
SUBJECT TITLE: Tourism Marketing and Promotions
NO OF UNITS: Three (3) units
Lecture Hours/week: Three (3.5) hours
PRE-REQUISITE: None

Course Description:
The purpose of this subject is to provide students with the
opportunities to learn the up‐to‐date principles and theories in
marketing at the management level. The emphasis is placed on the
application of marketing knowledge and skills to the tourism industry
and provides knowledge of models, concepts, tools, and techniques
necessary to undertake strategic marketing and management
decisions in the field of tourism and hospitality. The focus is on
developing analytical skills in the formulation and implementation of
market-driven strategies and plans for an organization. Strategic
marketing is the process of creating satisfied customers through the
integration of all business functions and the continuous search for a
sustainable competitive advantage through innovation. The students
learning experience is enhanced through a creative approach in
solving marketing problems in the hotel and tourism settings.

Course Outcomes Subject Matter

This course aims to provide AREA 1 - UNDERSTANDING
students with an understanding of HOSPITALITY
the key concepts and practices of MARKETING &
marketing that are applied in the MARKETING PROCESS
tourism and hospitality industries  What is Tourism and
and students should be able to: Hospitality Marketing
 Service Characteristics of
 Explain what marketing is; Tourism and Hospitality
the unique nature of Marketing
marketing with the  The Role of Tourism
manufacturing of service as Marketing in Strategic
the product of Hospitality and Planning
Tourism; and why marketing
should be viewed as a AREA 2 - ANALYZING
philosophy, not just a MARKETING OPPORTUNITIES
business function,  The Marketing Environment
 Illustrate best practices of  Marketing Opportunities in
organizations within Tourism Industry
Hospitality and Tourism that  Marketing Research &
demonstrate effective Information System
strategies to address the
challenges of producing AREA 3 - SELECTING TARGET
service as a product • Select MARKETS AND POSITIONING
relevant trends in the macro-  Tourism Market
environment that are
 influencing the strategic  Market Segmentation /
directions of organizations Segmenting, Monitoring,
within Hospitality and Communicating with the
Tourism, Tourist Market
 Create a marketing research  Market Targeting
plan, including defining the  Tourism Market Positioning
problem and research  Competitive Advantage
objective, implementing the
plan, and interpreting and AREA 4 - DEVELOPING &
reporting findings, CONTROLLING THE
 Elaborate on the various MARKETING MIX
strategies and steps for the  Designing and Managing
effective representation and Tourism Products
selling of service products in  Internal Marketing
the hospitality and tourism  Pricing Tourism
industry: prospecting, Products/Services
qualifying, presenting,  Place – Distribution Channels
overcoming objections,  Promotion – Communication
closing and follow through Policy
 Illustrate how hospitality and  Internet Marketing (Social
tourism organizations have Media)
responded to the internet and
other technologies with AREA 5 - DESTINATION
databases, direct and online MARKETING (FOCUS ON
marketing strategies. TOURISM INDUSTRY)
 The Globalization of Tourist
Industry
 Importance of Tourism
Destination
 Tourism Strategies and
Investments
 Sustainable and Responsible
Tourism

AREA 6 - TOURISM
MARKETING PLAN
 Purpose of Marketing Plan
 Outline of the Marketing Plan
 Preparing for the Future

AREA 7 - REFLECTION ON
JOURNAL ARTICLES IN
TOURISM
Course Conduct

Andragogy, the art of science in helping students learn and will

be used to deliver the course. The professor will serve more as a
facilitator rather than a lecturer. This means that the methodology will
be highly interactive, experience-centered and designed to allow more
group works. Specifically, the series of methods and requirements are
as follows:

1. Modular Approach (The course is utilizing five face-to-face

meetings combining lectures/report presentation,
discussion, interactive activities, and group assignments).
However, it is impossible to discuss in class the contents of all of
the assigned readings for the course. However, students will be
responsible for the contents of all of the assigned readings for
examinations and assignments and class discussions. The goal of
the course should not be to load with facts but teach students to
consider the strategic and management implications of business-
related quality decisions. A team of graduate students will be
assigned to prepare and give a lecture on each area during the
regular course meeting. The faculty will facilitate the student-to-
student lecture activities and supplement it by covering the main
points of the topical area. All graduate students are responsible
for reading topics in advance and bringing questions to class for
discussion. No makeup is possible.
2. Professional Interchange. This is not your traditional classroom
experience where the professor does most, if not all, the talking!
The course is designed around active class participation and
student interaction. You will be expected to come well-prepared
to make a significant contribution to class discussion. Such
participation will help you understand the material better and
perform well in this class. The benefits of participation will go
beyond the classroom as well. Active participation will be a great
opportunity for you to learn how to promote yourself by
developing professional communication skills. You will have an
opportunity to share your comments, reactions, responses, etc.
and feel comfortable in voicing any questions you may have. This
will create a classroom atmosphere that will enhance the learning
experience of the class.
3. Attendance and Participation. Each student in this class is an
important and valuable member of our learning group. In the
academe, punctuality and attendance counts. Accordingly, classes
begin promptly and students are expected to attend all class
sessions and to be on time. A student may miss only ONE class
session without penalty. Please sign the attendance sheet as you
enter class. Your professor keeps the attendance sheet as part of
the official record as directed by the GS office.
4. Further Requirements in the Subject
There is little teaching done without learning occurred. My
primary concern is your learning, not my teaching. I believe that
true learning occurs from shared responsibilities between the
teacher and the student. Thus, learning requires the student and
teacher to be responsible partners pursuing common goals.
My responsibility as a teacher in this course is to facilitate
your learning about the subject materials in a highly participative
and practical manner through direct applications of strategy
principles to the real world. I foster your learning directed toward
long-lasting conceptual strength beyond simple perceptual
fluencies in the subject matters. I encourage you to be always
prepared to challenge the highest level of our mutual intellect. I
am sincerely interested in your true learning.
You as doctoral students are expected to maintain a strong
interest in your own learning, which could be evidenced in
thorough preparation of subject materials, active engagement in
discussions and learning activities, and professional completion of
all assignments. I expect you to conduct your learning in the
highest academic standards and respect others' right to learning.
As a member of this course, you are also asked to make positive
contributions to others' learning.
Please remember that you and I do have high expectations
about your performance in this course. True learning never
occurs when you do not have the ownership of your own learning.
However, since we do not have a chance to meet each other
regularly, I trust that you will exert extra efforts in reading all
areas mentioned in your course syllabus. You can communicate
with me through my email address. You have to finish all the
requirements in my subject at the end of the term.
 Goodluck!
5. Minor Project: Case Study Project Paper and Presentation
Each graduate student will prepare, submit and present a
case study project paper on a topic related to the areas stated on
your syllabus in a company of your choice and lead the discussion
of the case to the class. You might as well review current
literature and studies relevant to your topical area and must be
related to the business or organization you selected.
The case study project should document a case background,
management problem, analysis of the case, designing alternative
solutions, or providing valuable consulting reports to the
company including questions for class discussion and allow time
for Question & Answer (Q&A).
A written report on the case is to be handed into the
members of the class as well as printout and computer file of
their PowerPoint presentation (if any). Reports will be graded on
thoroughness, creativity, and the overall quality of the
presentation. All students should properly cite all the information
taken from other sources.

A RECOMMENDED CASE PAPER REPORT:

The paper should not exceed 10 double

spaced pages, not including exhibits, figures, and
tables. Note the following guidelines:

a) Executive Summary – Comprehensive case

background
b) Problems / Issues
c) Related Literature
d) Environmental Scanning (SWOT Analysis
e) Alternatives (Strategy and Policy)
f) Recommendations
g) Plan of action (Spell out details)
h) References

Keep in mind that not every case will call for every
subheading from the above list. Also, other
subheadings may be appropriate in some cases.
 * Note on Presentation: Case study project report
and presentation will start immediately. Printouts of the
reports (MS Word or PowerPoint slides) should be provided
for each member of the class for purposes of class
discussion. A copy of the Report should also be provided to
Dr. Alejandro for grading purposes. Each student will have
a peer evaluation of her/his contributions using a
presentation score form written and will be distributed by
Dr. Alejandro during the case presentation.

6. Major Project – Strategic Tourism Marketing Plan (40%)

The student will develop a strategic marketing plan
detailing applicable marketing strategy and tactic for a
chosen hospitality organization either locally or abroad.
All aspects of marketing should be included in the project.
Select a hospitality organization (hotels, restaurants,
destinations, travel agencies, gaming/casinos, theme
parks, etc. you would like to learn more about and identify
an important marketing and sales issue currently facing
the organization and prepare a detailed marketing plan
addressing the issues and challenges in hospitality sales
and marketing. The objective of the research is to use the
logic of sales and marketing theory to arrive coherent and
defensible conclusions when faced with real-world
problems presented in the research. You must identify and
discuss the principles of marketing; create a marketing
plan for critique as it relates to an organizational mission
statement and strategic plan, and demonstrate successful
approaches and techniques to sales. * Note: Submission of
the Strategic Marketing Plan is due for submission at
the end of the term

Computation of Grades:

Performance Grades and Evaluation System: The following grading

scale is applied to all assessed work

Student Grade Determination Percentage

Weight
 a. Written and Oral Case Presentation 20
Report
b. Class Participation/ Attendance 20
c. Examinations 10
d. Presentation and Submission of Final 50
Requirement
TOTAL 100%

References: (Copyright within 5 years: ©2012 - 2017)

De Mooij, M. (2011). Consumer Behavior and Culture:

Consequences for Global Marketing and Advertising. Second
Edition. Sage Publications.

De Mooij, M. & G. Hofstede (2010). The Hofstede model -

Applications to global branding and advertising strategy and
research, International Journal of Advertising, 29(1), 85-110.

Hudson, S. (2013) “Tourism and Hospitality Marketing: A Global

Perspective”, Latest Edition, University of Minnesota, SAGE
Publications, USA.
Kotler, Philip R, Bowen, John T., Makens Ph.D., James, Seyhmus
Baloglu (2017). “Marketing for Hospitality & Tourism”, Global
edition, (International edition) Boston Upper Saddle River
PearsonISBN-13: 978-0134151922, ISBN-10: 0134151925

Nykiel, R. A. (2012). Marketing in the Hospitality Industry. 5th

edition, New York: Van Nostrand Reinhol

Peter, J. P. & Olson, J,C. (2014). Consumer Behavior and Marketing

Strategy, Madison, WI, USA: Irwin-McGraw

Stowe Shoemaker , Robert C. Lewis, Peter C. Yesawich (2017).

“Marketing Leadership in Hospitality and Tourism: Strategies
and Tactics for Competitive Advantage (4th Edition)”. Amazon
Book ISBN-13: 978-0131182400; ISBN-10: 0131182404

Usunier, J-C. & Lee, J. A. (2009). Marketing Across Cultures (5th

ed.- International Edition). Harlow, England, Prentice Hall
Financial Times, Pearson Education
 Other Marketing books by any author published between 2012-
2017

Prepared by/date Approved by/date Noted by/date

Dr. Antonino F. Alejandro Dr. Jose MA. Gonzales Dr. Conrado E. Iñigo Jr.
July 13, 2019
Faculty Member Dean Vice President for Academic Affairs