SAMAL ISLAND CITY COLLEGE
Datu Taganiog St., Brgy Peñaplata, Samal District
Island Garden City of Samal, Davao del Norte
COURSE SYLLABUS IN
TOURISM AND HOSPITALITY MARKETING (THC 007)
PROFESSIONAL EDUCATION
SY 2022 – 2023
(BLENDED LEARNING READY)
This course will equip students with the necessary skills to develop actual marketing campaigns for a business within the tourism and
hospitality industry. Emphasis is on the analysis of the market, its competition and its product, preparation of a financial budget and the
development of short term and long-range strategies to achieve desired profit through effective public relations plan.
THC 007 Tourism and Hospitality Marketing February 1, 2023 Revision #: 3 Page 1 of 17
SAMAL ISLAND CITY COLLEGE
Datu Taganiog St., Brgy Peñaplata, Samal District
Island Garden City of Samal, Davao del Norte
COURSE SYLLABUS IN TOURISM AND HOSPITALITY MARKETING (THC 007)
PROFESSIONAL EDUCATION
SY 2022 – 2023
(Blended Learning Ready)
VISION
A premier and sustainable City College transforming lives and communities through quality education.
MISSION
Samal Island College is committed to provide access to affordable and quality higher education forming students to become proactive partners
in the sustainable development of the community.
STRATEGIC GOALS
Samal Island City College is committed to -
1. Provide high quality, industry-relevant, and values-driven professional programs that takes pride the culture of excellence;
2. Sustain and promote research, community extension and linkages towards inclusive community development and healthy environment;
3. Develop responsible, God loving, environment-friendly and productive citizens who can contribute to the local, national and global goals;
4. Preserve the indigenous peoples culture through strong partnership with the government, non-government organizations and other sectors;
5. Build strong brand and identity being a City government-owned and operated college that will infuse sense of ownership among Samaleños.
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CORE VALUES
Service Integrity Compassion Courage
I. COURSE INFORMATION
Course Code: THC 007
Course Title: TOURISM AND HOSPITALITY MARKETING
Course Description:
This course will equip students with the necessary skills to develop actual marketing campaigns for a business within the tourism and
hospitality industry. Emphasis is on the analysis of the market, its competition and its product, preparation of a financial budget and the development
of short term and long-range strategies to achieve desired profit through effective public relations plan.
Prerequisite: NONE Credit: 3 units Lecture Hours: 54 hours
Laboratory Hours:0
II. GRADUATE ATTRIBUTES (GA)/ INSTITUTIONAL LEARNING OUTCOMES (ILO)
The graduate of SICC is expected to –
GA / ILO DESCRIPTORS
• Convert theoretical knowledge to technical know-how.
• Ready to practice the needs of the industry.
1. Academically Competent • Deliver knowledge with profound thinking and definite outcome.
• Lead and assume roles in their chosen profession.
• Emerge theories with practical application in contribution to the needs of the community.
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• Present and Implement output as a contribution to the body of knowledge.
2. Research - Driven • Conduct sustainable research for the benefit of the community and uplift the lives of Samalenos.
• Strengthen learning through empirical data which gives relevance in upgrading the current status.
• Engage in activities that enhances continuous development.
• Submit oneself to partnerships that contributes to holistic improvement of the community.
3. Proactive Partner • Involve and support proactive projects and events of the community, government and non-government
sectors without reservations.
• Exhibit sound initiative in making decision to solve problem.
• Practice the Filipino and Samaleno family values.
4. Socio – Culturally Oriented • Preserve and nurture Samalenos cultural heritage.
• Promote and patronize Samalenos indigenous local products, festivities and exhibit.
• Catalyst of environmental protection through self – actualization.
5. Environmentally Concerned
• Participate in environmental protection program through preservation of its natural resources.
• Possess values – driven character with positive outlook.
• Honor individual beliefs and tradition.
6. Spiritually Mature
• Develop a strong and moral character that will mold individual identity.
• Participate in ecumenical spiritual activities to build a strong faith in God.
III. PROGRAM LEARNING OUTCOMES (PLO)
Upon graduation, the student is expected to –
GA/ ILO
PLO (please check)
1 2 3 4 5 6
Communicate ideas effectively in oral and in writing using English and Filipino.
A.
Perform accurately the basic operations and theories in Math and Science to Business, Research and
B. even to everyday living.
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Express oneself through speaking, writing, listening, dancing, painting and other forms of art.
C.
Ability to identify social problems and issues existing in the society so to proactively respond to these, e.g.,
D. poverty, environmental degradation, etc.
E. Demonstrate openness and respect to other people’s religious beliefs, and practices.
Practice Filipino Values in the family, community, and the world at large with consciousness on gender
F.
equality.
Respond to the demands of the changing technology by being able to use different programs and
G. applications.
Engage in the promotion and preservation of our Filipino values, e.g., family love and support; hard work;
H. pakikisama; being maka Diyos, maka Bayan, maka Tao at maka Kalikasan.
Adapt to the changing times by continuously reading, studying, attending seminars, and other
I.
engagements.
J. Live the life as a Servant Leader for the common good.
IV. COURSE LEARNING OUTCOMES (CLO)
Upon completion of this course, the student is expected to –
PLO (please check)
CLO
A B C D E F G H I J
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Provide with the opportunities to learn the up to date principles and theories in marketing
a. tourism and hospitality industry.
Examine and evaluate the marketing theories and concepts in the context of management
b.
and operations of hospitality and tourism organization.
Analyze the relationship between consumers, practitioners, and policy makers of
c. hospitality and tourism services/products.
Apply various marketing theories and concepts to practical applications in the hospitality
d. and tourism industry
Evaluate the contributions and impacts of hospitality and tourism in social, economic,
e. political, cultural and other areas.
Communicate and respond appropriately to stakeholders in the hospitality and tourism
f. industry.
Identify marketing problems within the hospitality and tourism context, and apply marketing
g. knowledge and skills to solve the problems.
V. COURSE CONTENT
Course Content/ Desired Learning Teaching and Assessment of Tasks Assessment Results/
Timetable
Subject Matter Outcomes Learning Activities (ATs) Evidences
Classroom
Orientation
House Rules
Vision, Mission and
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At the end of the topic Submit a hardcopy of
the students will be their reflection paper
able to: during the submission
Online discussion with of the prelim outputs.
a question and answer
Students will write a
Recognize importance using Google
Goals reflection paper
of rules and regulation classroom or Zoom
of the program
Explain the VMGO of
the school
PRELIM CHAPTER 1
ELECTRONIC At the end of the topic
MARKETING AND the students will be
HOSPITALITY able to:
explain e-marketing Asynchronous class. Submitted Hard/Soft
and services; and Students will make an Quiz Copy of the Student’s
advance reading about Assignment Output to the Assigned
understand database the presentation and Oral Recitation Teachers
marketing discussion provided for Chapter
the prelim coverage. Activities Recorded/Graded
Chapter activities shall Written Exam Outputs of the
be sent through google Students
classroom or any other
LMS.
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Face-to-face class.
Class discussion and
reporting shall be
arranged by the
teacher during the
scheduled face-to-face
class.
Constant Update. The
teacher will constantly
communicate with their
students regarding
with the updates and
other information via
facebook messenger.
CHAPTER 2
HOSPITALITY At the end of the topic
MARKETING PLAN the students will be
able to:
understand concept of Asynchronous class. Quiz Submitted Hard/Soft
marketing plan; Students will make an Assignment Copy of the Student’s
advance reading about Oral Recitation Output to the Assigned
analyze the markets; the presentation and Chapter Teachers
discussion provided for Activities
explain market the prelim coverage. Written Exam Recorded/Graded
segmentation; and Chapter activities shall Outputs of the
THC 007 Tourism and Hospitality Marketing February 1, 2023 Revision #: 3 Page 8 of 17
be sent through google Students
describe marketing classroom or any other
mix LMS.
Face-to-face class.
Class discussion and
reporting shall be
arranged by the
teacher during the
scheduled face-to-face
class.
Constant Update. The
teacher will constantly
communicate with their
students regarding
with the updates and
other information via
facebook messenger.
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MIDTERM CHAPTER 3
HOSPITALITY At the end of the topic
INFORMATION the students will be
SYSTEM FOR able to:
MARKETING
DECISIONS
understand the Asynchronous class. Quiz Submitted Hard/Soft
information Students will make an Assignment Copy of the Student’s
requirements in the advance reading about Oral Recitation Output to the Assigned
hospitality industry; the presentation and Chapter Teachers
discussion provided for Activities
describe the market the prelim coverage. Written Exam Recorded/Graded
intelligence system; Chapter activities shall Outputs of the
be sent through google Students
discuss about classroom or any other
marketing research LMS.
system; and
Face-to-face class.
developments in Class discussion and
marketing information reporting shall be
systems technology. arranged by the
teacher during the
scheduled face-to-face
class.
Constant Update. The
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teacher will constantly
communicate with their
students regarding
with the updates and
other information via
facebook messenger.
CHAPTER 4 At the end of the topic
the students will be
HOSPITALITY able to:
SERVICES
MARKETING Asynchronous class.
understand the Students will make an Quiz Submitted Hard
marketing concept; advance reading about Assignment Copies of the Outputs
and the presentation and Oral Recitation to the assigned subject
discussion provided for Chapter teachers
explain product the prelim coverage. Activities
marketing vs. services Chapter activities shall Written Exam Recorded/Graded
marketing be sent through google Outputs of the
classroom or any other students
LMS.
Face-to-face class.
Class discussion and
reporting shall be
arranged by the
teacher during the
THC 007 Tourism and Hospitality Marketing February 1, 2023 Revision #: 3 Page 11 of 17
scheduled face-to-face
class.
Constant Update. The
teacher will constantly
communicate with their
students regarding
with the updates and
other information via
facebook messenger.
CHAPTER 5
SEMI-FINAL
DEVELOPING At the end of the topic
HOSPITALITY the students will be
PRODUCTS AND able to:
SERVICES
discuss about new Asynchronous class. Quiz Submitted Hard
product development; Students will make an Assignment Copies of the Outputs
advance reading about Oral Recitation to the assigned subject
explain the product the presentation and Chapter teachers
development discussion provided for
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frameworks; and the prelim coverage. Activities Recorded/Graded
Chapter activities shall Written Exam Outputs of the
understand be sent through google students
considerations and classroom or any other
essential elements of LMS.
marketing
Face-to-face class.
Class discussion and
reporting shall be
arranged by the
teacher during the
scheduled face-to-face
class.
Constant Update. The
teacher will constantly
communicate with their
students regarding
with the updates and
other information via
facebook messenger.
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FINALS CHAPTER 6
PROMOTIONS At the end of the topic Asynchronous class. Performance task Submitted Hard
STRATEGY IN the students will be Students will make an (Serve as final Copies of their
HOSPITALITY able to: advance reading about examination) business plan
the presentation and
Understand promotion discussion provided for Participate or Recorded/Graded
and advertising; the prelim coverage. conduct any Outputs of the
Chapter activities shall social media students
and Explain be sent through google marketing
advertising media classroom or any other activity for
planning LMS. tourism
promotion
Face-to-face class.
Class discussion and Create a
reporting shall be promotional
arranged by the video for
teacher during the tourism and
scheduled face-to-face hospitality
class. related
businesses
Constant Update. The
teacher will constantly Create brochure
communicate with their for tourism and
students regarding hospitality
with the updates and related
other information via businesses
facebook messenger.
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I. REFERENCES
The topics and activities stated in this syllabus refers to the institutional module (Tourism and Hospitality Marketing Module v.01) prepared by the
Tourism Management Program
1. Hospitality E-Marketing by: 3G E-Learning
2. Managing And Marketing Tourist Destinations, Rana, Varinder Singh, 2018
3. Hospitality and Tourism Marketing Management, Chaudhuri, Narinder, 2018
4. Theory, Practice and Techniques in Tourism Marketing, 2018
5. Marketing for Hospitality and Tourism, Kotler , Philip et.al… 2017
6. Basic understanding to Hospitality and Tourism Marketing with IMC, Velasco, Evelyn O. 2017
7. Tourism Marketing, Badilla, Maricel G., 2016
IV. GRADING SYSTEM
Examinations (40%) Performance Tasks (40%) Other Requirements (20%)
Preliminary Examination (written) Quizzes Oral recitation
Midterm Examination (written) Classroom Presentation/ Reports Assignment
Semi final Examination (written) Laboratory/Demonstration Projects/Portfolio
Final Examinations (performance task) Research output
V. Classroom Policies
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A. Class Attendance and Absences
1. From the very first meeting of every class, students are expected to attend promptly and regularly.
2. Classes start promptly five minutes after the hour scheduled for the class. A student is considered late if she/he comes five minutes after
the start of classes, and is marked absent if she/he is not in the classroom within the first fifteen (15) minutes of one hour period.
3. Three (3) counts of tardiness of fifteen (15) minutes each are equivalent to one absence Per CHED regulation; absences in a course should
not exceed 20 % of the equivalent class hours, or two times the number of meetings per week. In excess of the above, the student shall not
be given credit for the subject, but is given credit for the subject, but is given a mark of 5FA (Failure due to absences).
4. The following cases shall be considered excused absences: illness, death in the immediate family, and school representations. Excuse shall
be valid upon the presentation of medical certificate/ letter to the Discipline Officer.
5. Absences from class do not excuse the student from any course requirement, or from any work assigned during the absence. Make-up
work or independent study may be given to the student at the discretion of the faculty member/subject teacher.
6. Approved absences do not count towards the number are those authorized by the Dean/ Program Chairs for participation in Official
functions of the College and those approved by the Coordinator of the official activities of members of school organizations.
B. Examination Policies
1. There are three major examinations during the trimester: Prelim, Midterm and Finals.
2. An exam permit is a prerequisite for the taking of exams. It may be obtained from the Accounting office after the student has settled all
his/her accounts for the corresponding period covered by the exam.
3. A student is required to be in standard uniform with ID during examinations.
4. All examinations shall be taken on the dates and hours scheduled. An equivalent rating of 50% shall be given to student who failed to take
the examination.
5. All examinations are to be taken in the classroom assigned for the particular subject. All students are expected to be in the classroom
promptly for the exams.
6. Special exams should be taken within one week after the scheduled examinations. A student who takes the special exams should present
his/her permit to the examination proctor. Special exams shall only be given to students who were not able to take the exam due to the
following cases:
late payments
death in the immediate family
illness
school presentations
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7. Exemptions from taking the examination maybe granted only during the Final Exams upon the discretion of the instructor and the approval
of the Program Chair.
VI. Course Requirements
1. Attendance 4. Assignments 7. Class Participation/Recitation
2. Quizzes 5. Exercises 8. Promotional Video for Tourism and Hospitality Marketing
3. Written Examination 6. Reporting 9. Tourism and Hospitality Marketing Tool
Prepared by: Signature: Date:
WELVIN A. ORANTES, MBA
BSTM Faculty
Contents reviewed by: Signature: Date:
LEOMAR JAY R. OBLIANDA, MBA
Program Head/ Program Coordinator
References reviewed by: Signature: Date:
SANDRA LYN Q. QUIÑONES, RL, MSLS
College Librarian
Approved by: Signature: Date:
DR. JENNIFER C. GONZAGA
Vice President for Academic Affairs
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