This course provides an understanding of the role and function of marketing in the hospitality industry. It offers an overview of generic principles of marketing for any industry (including consumer products and manufacturing) and introduces specialized principles for the hospitality industry. For all topics, it uses examples taken primarily from the hospitality industry. Subjects covered include marketing strategy, marketing research, consumer behavior, segmentation, positioning, product and concept development, pricing, distribution, and marketing communications (including advertising and public relations). Class discussion, lectures, and case studies. 4 cr, either sem.