Principles of Marketing

This is the tourism program's marketing course, framed around how hospitality firms actually create and capture customer value — segmenting guests, positioning a brand, pricing a room, and managing the channels and communications that bring people through the door. The semester is structured around five in-class case studies plus a midterm and final, so most of your work is reading a real hotel or destination scenario and arguing for a specific strategic move rather than memorizing definitions. It sits in the third-year THM core as the bridge between operational courses and later electives in revenue management and destination marketing, where you're expected to already think in terms of segments, value propositions, and the full marketing mix.