SHA HF 767: Heritage Marketing
Graduate Prerequisites: None. Graduate Students Only
This course will explore the interaction of marketing and history in the context of the hospitality, tourism and food industries. It will cover strategic and tactical marketing issues related to older companies including positioning, product life cycle and communications. It will also cover topics related to consumer behavior, such as authenticity and nostalgia. Some attention will be given to sustainability, including the marketing dynamics related to historic preservation. Although this course encompasses historical topics and historical research methodology, the emphasis is on the current marketing of historic brands, properties, products and destinations. This course complements, but does not duplicate, courses in heritage tourism. HF767 meets concurrently with HF567, but the graduate section has additional assignments. Graduate students must be registered concurrently in another department of the university and must obtain approval from their faculty advisor in the home department. 4 credits, offered Spring Only.