SHA HF 567
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. SENIORS ONLY, 4 credits, offered Spring Only.