Course Requirements

HSP 561

REVENUE MANAGEMENT

This course explores revenue management within the hospitality industry from a comprehensive perspective as it pertains to the importance of generating business revenues and contributions to the overall service-firm financial performance. The evolution of revenue management principles and practices within the hospitality sector has advanced in both sophistication and complexity, increasing the need for enhanced development of human capital, investments in data analytics, and systems integrated approaches to successful revenue generation. Topics include: Data mining and predictive analytics, inventory and price management, consumer behavior, social media and e-commerce, and demand based forecasting. Simulation software is used in this course to apply the principles of revenue management to practical situations.

HSP 562

HOSPITALITY DISTRIBUTION CHANNELS

This course examines advanced principles and applied hospitality revenue management strategies associated with service distribution channels. Topics include an introductin to the global distribution networks, branding perspectives and channel management, corporate reservations systems, travel intermediary relationships, advanced pricing theory-price parity, product marketing and content consistency, search engine optimization, competitive positioning and analysis, systems processing, human capital resources and organizational processes.

MKT 534

ANALYTICAL TOOLS FOR MARKETERS

This course seeks to provide an in-depth understanding of both qualitative and quantitative analytical tools that are of critical importance to marketers. These tools will help marketers avoid head-to-head competition, understand customer perceptions, understand customer preferences, develope accurate sales forecasts, and financially value marketing strategies. The course is designed to be "hands-on" in that students will develop understanding mainly through conducting application projects and presenting results. The course is also designed to be immediately applicable to marketers' current and future jobs.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 530

CUSTOMER RELATIONSHIP MANAGEMENT

Students are introduced to a new strategy methodology, CRM, which is currently being adopted by many organizations in efforts to enhance their competitive advantage. Focus is placed on understanding how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Both the business and consumer markets are examined in multiple vertical markets. New technology demonstrations and their impact will be discussed. Guest speakers provide current best-practice methods. Topics included: Case analysis and projects make up the course assignments.

MKT 545

CONSUMER BEHAVIOR

Required for Marketing concentration. A review of the various theories, models, and techniques that attempt to explain consumer behavior. The course consists of lecture-discussions of behavioral theories, the empirical findings of contemporary research, and case studies designed to illustrate the salient issues involved in developing consumer-oriented marketing strategies.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 595

INTERNET AND INTERACTIVE MARKETING

Explores the emerging business models, rules, tactics, and strategies associated with this medium. Integration with other channels and marketing operations is stressed. Classes are discussion-based, drawing on current applied readings and cases from a variety of industries in both the business-to-business and business-consumer markets.
Prerequisites:
MKT 555 is a prerequisite for this class.

MKT 798

SPECIAL TOPICS

Content and format of this course is variable. An in-depth study of current issues in marketing.