This is a specialty marketing course designed to provide students with a framework for understanding the dynamics of marketing several leading sectors within the leisure industry. The focus is on understanding the development and application of marketing strategies and tactics for leisure companies competing for a share of the consumers discretionary spending. Key marketing concepts such as segmentation, branding, life-time value, and CRM are examined in the context of leisure industries. The course will also cover recent activities including mergers, acquisitions in those key sectors of the leisure industry: casinos, cruise ships, theme parks, eco-tourism, themed restaurants, resorts, leisure hotels, time shares. The course will explore marketing techniques that apply across the leisure companies, including licensing, sponsorships, line extensions and promotion. Discussion of evolution, and current status in these sectors through lectures, case studies, text and article readings and project work will be included.
Marketing (Undergraduate)
2 credits – 15 Weeks
Sections (Spring 2023)
MKTG-UB 80-000 (18462)01/23/2023 – 05/08/2023 Mon4:00 PM – 6:00 PM (Late afternoon)at Washington SquareInstructed by