Republic of the Philippines

JOSE RIZAL MEMORIAL STATE UNIVERSITY

The Premier University in Zamboanga del Norte
Dipolog Campus, Dipolog City
Registration No. 62Q17082

COLLEGE OF BUSINESS ADMINISTRATION

Program: BS Tourism Management & BS Hospitality Management

Department: College of Business Administration
Instructor/Professor: Van Olem E. Benitez
COURSE SYLLABUS
Pre-Requisites: Course Code B3 Day & Time: MTWTh (7:30am-5:30pm)
Unit Credit: 3 units Room: TBA
No. of Hours: 54 hrs. Course Title Business Marketing Consultation Hours: F 8:00AM-9:00

PHILOSOPHY Jose Rizal Memorial State University adheres to the principle of dynamism and cultural diversity in building a just and humane society.
A dynamic and diverse internationally recognized University.
VISION
A dynamic, inclusive, and regionally-diverse University in Southern Philippines.
Jose Rizal Memorial State University pledges to deliver effective and efficient services along research, instruction, production and extension.
MISSION
It commits to provide advanced professional, technical and technopreneurial training with the aim of producing highly competent, innovative and self-renewed individuals.

G – lobally competitive education institution.

R – esilient to internal and external risks and hazards.

I – nnovative processes and solutions in research translated to extension engagement.

GOALS
P – artnerships and collaboration with private enterprise, other HEIs, government agencies, and alumni.

S – ound Financial Management and Participatory Governance.

 Globally Competitive- JRMSU shall produce graduates that would be globally competitive. This “means that students need the awareness, skills and knowledge to understand,
navigate and flourish in this increasingly global economy” (Harper, 2019, para. 1).
Industry-Relevant- JRSMU shall produce graduates who will have the essential skills (both hard and soft skills) that the industries are looking for.
Effective Communicator- In JRMSU, communication is important as we not only communicate within and among ourselves, but also with the stakeholders outside the university.
Thus, JRMSU should be able to produce graduates who can communicate effectively in order to reduce the risks (e.g. avoiding misunderstanding that could lead to confusion).
GRADUATE Innovative- JRMSU shall produce graduates that shall be innovative and creative in providing solutions to the problems they observe within their immediate environment, and they
ATTRIBUTES shall be aware of the implications such solutions would bring to the community.
OF ILUSTRADO Service-Driven- JRMSU shall produce graduates who are committed in the tasks given to them, and who perform such tasks effectively, efficiently, and ethically. Further, while
TRIBE (GAIT) doing such services, they shall carry with them the humane trust as given to them when they were students. And when they are done, they shall value what they have served or
created, as has been taught to them.
Lifelong Learner- JRMSU shall produce graduates that would value learning not only within the four walls of their classroom, but to bring with them the process of learning that
would last throughout their lives: hence, lifelong learning. “Lifelong learning is a dynamic process that varies depending on individual skills and motivation for self-regulated,
generative learning and on life events that impose challenges that sometimes demand incremental/adaptive change and other times require frame-breaking change and
transformational learning” (London, 2018, p. 1)

JRMSU will produce tourism and hospitality management graduates who have the ability to (based from CHED Memo No. 62, Section 6):
Common to all Programs:
6.1.2. Effectively communicate orally and in writing using English, Filipino, mother tongue language, and an appropriate Foreign Language required by the industry
Common to Tourism & Hospitality Disciplines
6.3.1. Demonstrate knowledge of tourism industry, local tourism products and services
6.3.5. Manage and market a service-oriented business organization
PROGRAM BS in Tourism Management
OUTCOME
6.4.1. Plan, implement, and monitor tours and sales activities
6.4.3. Develop appropriate marketing programs and arrange the required travel services
BS in Hospitality Management
6.2.6. Plan and implement business-related activities
6.5.1. Produce food products and services complying with enterprise standards
6.5.6. Provide food and beverage service and manage marketing-related activities.

Business Marketing is a bridging course design for Non-ABM students during their K+12 Curriculum who are taking BS Tourism Management and Hospitality Management. This
Course
course will teach students to on how to identify, develop, and promote tourism and hospitality products and services. It focuses and emphasizes on: a) analysis of market, competition,
Description
and product, b) develop marketing mix for tourism and hospitality products and services.
 Learning Summative
Course Outcomes Learning Outcomes Topics References Learning Activities Formative Assessment
Materials Assessment
- Students will identify Written Article
Badilla (2015) marketing activities of an on Application
1.1 Illustrate marketing Freeman & Glazer identified
-Independent Learning of Marketing in
process in relation to The Marketing (2019) -Learning toolkits business firm.
-Students will read the learning Tourism and
tourism and hospitality Process Balasan (2014) and module -Students will
modules. Hospitality
industry Kotler, et al. (1996) characterize the service
Industry
Kotler, et al. (2009) characteristics of tourism
and hospitality industry
Badilla (2015)
Kotler, Bowens, &
Makens (2010) -Students will read a
Freeman & Glazer case and will identify
(2019) Internal and External
Anderson & -Independent learning Marketing Environment
The Marketing
1.2 Conduct a Westcott (2020) -Students will read the learning -Learning toolkits Situational
1. Conduct and Environment and the
Situational analysis. Oana & Mihai modules and module -Students will Analysis
develop a Market
(n.d.) -Students will do research task. differentiate consumer
competitive Fratu (2011) market and business
analysis
Balasan (2014) market based from the
Kotler, et al. (1996) given aspect.
Kotler, et al. (2009)

-Students propose a
marketing
-Independent Learning program/product for each
Camilleri (2018)
1.3 Select a market -Students will read the learning identified market
The Market Kotler, et al. (2009) Positioning
segment to serve and module segment.
Segmentation, Kotler, Bowen, and -Learning toolkits Map of a
position the product -Students will create -Students will identify
Targeting, and Makens (2006) and module Tourism
using the positioning Tsogas (2015) positioning map and unique existing tourism and
Positioning product
map Pesonen (2013) selling proposition. hospitality business in
-Online Meeting/Consultation their area and plot their
market position based on
the given attributes.

MIDTERM EXAMINATION
(Competitive Analysis Report)
 Learning Summative
Course Outcomes Learning Outcomes Topics References Learning Activities Formative Assessment
Materials Assessment
Bojanic (2008)
Pereira (2017)
-Independent Learning -Students will recall a
Issakova (2014) -Learning toolkits
2.1 Develop and -Students will read the learning certain product/service Marketing
2. Write and Glencoe Marketing and module
formulate marketing module they had experienced Program for
Present a The Marketing Plan Series
strategies for the -Students will read sample with and would describe Tourism
Marketing Plan Balasan (2014) -Sample
tourism product. Kotler, et al. (2009) marketing plan the marketing strategies Product
Marketing Plan
Kerin and Hartley -Online meeting applied
(2017)
FINAL EXAMINATION
(Marketing Plan)
REFERENCES:
Anderson, W. & Westcott, M. (Eds.) (2020). Introduction to Tourism and Hospitality in B.C. – 2nd Edition. Victoria, B.C.: BCcampus. Retrieved from https://opentextbc.ca/introtourism2e/
Badilla, M. G. (2015). Tourism Marketing (2015th ed.). Rex Book Store, Inc.
Bojanic, D. (2008). "Hospitality marketing mix and service marketing principles", in Handbook of Hospitality Marketing Management ed. Haemoon Oh and Abraham Pizam (Abingdon: Routledge,
11 Apr 2008 ), accessed 26 Apr 2021 , Routledge Handbooks Online.
Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 4, pp. 69-83). Springer, Cham, Switzerland.
Fratu, D. (2011). FACTORS OF INFLUENCE AND CHANGES IN THE TOURISM CONSUMER BEHAVIOUR. Bulletin of the Transilvania University of Braşov,4 (53) Retrieved
from https://core.ac.uk/download/pdf/26797233.pdf
Freeman, R. & Glazer, K. (2020). Introduction to Tourism and Hospitality in BC. Retrieved from: https://opentextbc.ca/introtourism/chapter/chapter-8-services-marketing
Glencoe Marketing Series. Hospitality and Tourism-Chapter 11 Pricing Products
Issakova, A. (2014). Marketing mix of the hotel “U Lišky”. Institute of Hospitality Management, Prague
Pesonen, J. (2013). Developing Market Segmentation in Tourism: Insights from a Finnish Rural Tourism Study
Kotler, P., Bowens, J., & Makens, J. (2006). Marketing for Hospitality and Tourism, 4th edition. Upper Saddle River, NJ: Pearson Education, Inc.
Kotler, P., Bowens, J., & Makens, J. (2010). Marketing for Hospitality and Tourism. 5th Edition. New Jersey: Pearson Prentice Hall.
Kotler, P. (2009). Principles of Marketing: A Global Pespective. Singapore: Pearson Education South Asia Pte Ltd.
Oana, S., & Mihai, T. (2010). CONSUMER BEHAVIOR IN THE DIFFERENT SECTORS OF TOURISM. Studies in Business and Economics, 5(3), 277–285.
Paolo Alto Software. Catering Marketing Plan. Retrieved from https://www.mplans.com/catering_marketing_plan/controls_fc.php
Pereira, E. (2017). “An evaluation of marketing strategies in 5-starboutique hotels: A case study, Dylan hotel.” Retrieved from
https://esource.dbs.ie/bitstream/handle/10788/3359/mba_pereira_e_2017.pdf?isAllowed=y&sequence=1
Tsogas, M. (2014). Tourism Marketing. MBA Tourism Management 2014-2015

GRADING PLAN
Grades are computed using the following formula:
Grade= raw score /total no. of items x 50 + 50
The term grade is computed using the formula:
40% - Performance Tasks (Written Article, Situational Analysis, Positioning Map, Marketing Program)
30% - Major Examination (Competitive Analysis, Marketing Plan)
30% - Learning Activities (Written works such as essays, quiz, among others)
To pass this course, you need to get 75% or 3.0.
Midterm Grade = 100% Midterm Grade
**GA/Final Grade = 50% Midterm Grade + 50% Final Term Grade

**Transmutation shall be based on 0=50% grading system

**General Average (GA) is the grade that appears in the transcript of records (TOR) for a certain course which is 50% of the Midterm Grade + 50% of the Final Grade)

Major Course Requirement:

1. Competitive Analysis:
a. About the course requirement:
 This is a collaborative/group activity. (The members of each group will be decided depending on the class size.)
 During the class orientation, students would be task to identify product/service they want to propose before they will conduct the said activity.
 Students must identify and list all direct and indirect companies which will serve as their competitors.
 This activity is a written work that has a total point of 100, and serves as 30% of the Midterm Grade.
b. Guidance on Writing the Project
 I. Cover page
o This part contains the name of the company and the product/service, the title of the document, and the names of proponents.
 II. Product Description
o This part should include the comprehensive details of the product/services you want to offer to the market.
 III. Situational Analysis
o This part includes the PESTEL Analysis, and SWOT Analysis.
 IV. Competitive Analysis Format
o Students will be given a Competitive Analysis template and they will fill in the necessary information asked such as competitors profile, competitors
advantage and disadvantage, target market and market size, product offerings, and among others.
 V. Target Market Segment and Product Positioning
o This part should highlight the target market segment which would include the target market to serve, their characteristics, and the size. May also include
data from market survey if there’s any.
o This part will also include the positioning map of the product/service based on the given attributes, and the unique selling proposition.
 VI. Reference and Appendices
o This part includes references and attachments that would support your extension project.
**Outputs shall be encoded in a letter-sized paper. Students may use any formal font-style in a 11/12 point-size. The output shall be submitted on the google classroom.
2. Marketing Plan
a. About the course requirement:
 This is a collaborative/group activity. (The members of each group will be decided depending on the class size.)
 The same product/service will be used in developing a marketing plan.
  The activity will be involving both written work and oral presentation. The written work output (plan itself) has 50 points, and the oral presentation would have
50 points that would total to a 100-point which will serve as 30% of your Final Term Grade.
b. Guidance on Writing the plan
 Cover Page (Company’s Logo, Title of the Document, Your Name, and contact details)
 Executive Summary
o Write the overview of the proposed plan. Commonly, this part highlights significant content of the marketing plan.
 Situational Analysis
o Discuss the various external factors (political, economic, socio-demographic, technological, and environmental factors) that affect the marketability of
the product. This also defines the product’s strengths and weaknesses as well as the various threats and opportunities facing the product. Explain further
how can the company take advantage of its strengths and opportunities, and how can company overcome the weaknesses and respond to the posing
threats. May also include some important details found your competitive analysis.
 Product/Service Description and Target Market Segment
o Describe the product including its inclusions, features, benefits and value the product can offer to the market. This part also discusses the description of
the target market segment, their needs, and profile including further information as to why this market is chosen to serve by the company.
 Marketing Objectives
o Cite the marketing goals/objectives the company will achieve when it comes to its sales, positioning, market share, and profit. Upon identifying
objectives, consider your current market situation and situational analysis.
 Marketing Strategies
o Discuss the marketing strategies in achieving its goals and objectives. The strategy will articulate how the company is going to deliver the tourism
products or services in ways that will satisfy the customers (tourists/clients). Remember that in this section, it specifies the strategies in each P of the
marketing mix.
 Marketing Budget
o Write in details the possible cost of implementing the plan.
 Control
o Discuss how the marketing activities will be monitored by the management. Specify tools to use and discuss how these will be used.
**Encode your marketing plan in a letter-sized or A4-sized paper. Use a Times New Roman font style with a 12-point size or use Arial font style with a 11-point size. The margin
should be Left- 1.5 inch; Top, Right and Bottom – 1.0 inch.
** The marketing plan will also be defended by the students. To pass this major requirement, students shall be graded a PASSED remark by the panel members both in the paper
and in the oral presentation

CLASSROOM/CLASS RULES OF CONDUCT

I. Class Participation/Attendance.
1. Students who are enrolled in this course must submit the Learning Agreement signed by the students and the parent/guardian. Learning Agreement signifies that a student is
willing to participate in the modular class approach for entire semester. No learning agreement means no class participation.
2. Students must have a Gmail account in order to access Google Classroom, a platform where instructor uploads materials and students download and submit outputs.
II. Major Examinations, INC, and Dropping
1. Instructor will announce the specific day and time the major examinations will be conducted. Students are required to look for stable and strong internet connection when taking
the examination.
 2. Students who missed one performance task and those who submit completed output but final grade is below 3.0 may receive an INC grade.
3. Students with 0 submission/missing outputs for the entire semester shall be given a DRP grade.

III. Submission of Course Requirements

1. Course requirements including learning activities and assessment must be submitted on time. Extension for the submission of outputs can be given if reasons are valid such as
imposed lockdowns and health related concerns. (Please see learning delivery guide for the schedule of submission of outputs.)
2. All outputs must be submitted in the Google Classroom. Before submitting your outputs, make sure they are organized and intact. Write legibly.
3. If you cannot make the tasks, kindly inform your instructor to assist you.
4. Please remember that the outputs you need to submit for each module are pre-test activities, learning activities, and summative assessment.
IV. Cheating and Plagiarism
1. Be honest in answering pre-test activities, and doing the learning activities and assessment.
2. All work submitted will be yours alone, unless you are explicitly permitted to work with others on that specific activity. Be aware that plagiarism in this course
would include not only using another’s words, but another’s specific mathematical or logical calculations.
3. Learning activities and assessment must be done independently and without reference to another student’s work.
4. Any outside sources used in completing an activity, including internet references, must be fully cited.
5. If cheating is found in your outputs, automatically those will be marked as zero (0).
V. Communication
1. Observe proper etiquette in communication both online and offline.
2. Be polite in dealing with your instructors and your classmates.
3. Avoid sharing of screenshots of you and your instructor’s conversation unless you are permitted to do so.
4. If you will reach out your instructor over FB Messenger and e-mails, use your real name for you to be recognized.
5. During our class schedule, use the time for consultation, questions, and clarifications with the task covered for the week. You can communicate beyond the
schedule but you need to wait for the reply as your instructors has other tasks to fulfil.
VI. Learning Modality
1. Though students select a single learning modality which is pure modular approach, students may expect to have online meetings with their instructor on the topic
that really requires online discussion. Thus, an online consultation may happen at utmost 2 times in a month.

I have read the syllabus and commit to follow the terms and conditions: Prepared by:

_______________________________________________ VAN OLEM E. BENITEZ

Signature over Name of the Student Instructor

Date: Date: