This course provides an understanding of the role & function of marketing in the hospitality industry. It offers an overview of generic principles of marketing for any industry (including consumer products & 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, & marketing communications (including advertising & PR). Effective Fall 2018, this course fulfills a single unit in the following BU Hub area: Global Citizenship and Intercultural Literacy. 4 cr. Offered Fall and Spring.