First Year

Course Code: MARK 002
Course Title: Business Marketing
Program: Bachelor of Science in Hospitality Management (BSHM)
Credits: 3 units (Lecture)

Business Marketing introduces BSHM students to the fundamental and applied concepts of marketing as used in food, beverage, lodging, and other hospitality operations. The course focuses on the Marketing Mix (7Ps)—Product, Price, Place, Promotion, People, Process, and Physical Evidence—and trains students to analyze, plan, and execute marketing strategies that enhance guest experience and business performance in real hospitality settings.

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A key feature of the course is its experiential, industry-based approach. Students apply marketing concepts directly to a real café business—Esmeraldo’s Café (Santa Maria, Bulacan)—through site visits, audits, and promotional content creation. They evaluate the café’s products, pricing, location, service processes, staff interactions, and physical environment, then integrate their findings into a 7Ps-based marketing plan and presentation.

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By the end of the semester, students are expected to:

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1. Explain the fundamental concepts and principles of marketing and their relevance to hospitality and tourism.

2. Analyze customer behavior, market segmentation, targeting, and positioning in hospitality contexts.

3. Apply the 7Ps of marketing in designing and implementing effective strategies for hospitality businesses.

4. Develop and present an integrated marketing plan for a hospitality establishment (with Esmeraldo’s Café as the main case).

5. Demonstrate ethical, socially responsible, and sustainability-aligned marketing practices.

Key Topics and Learning Flow

• Introduction to Marketing in Hospitality

• Core Marketing Concepts: Needs, Wants, Value, Satisfaction, Exchange

• Marketing Environment (Micro and Macro Factors)

• STP: Segmentation, Targeting, Positioning

• Consumer Buying Behavior in Hospitality

• Marketing Mix (7Ps) with emphasis on:

  • Promotion: promo strategies, digital content, café promo videos and TikTok materials

  • Product & Price: menu analysis, pricing strategies, product–price evaluation at Esmeraldo’s Café

  • Place: accessibility, distribution channels, customer journey, on-site place audit

  • People, Process, Physical Evidence: service blueprinting, staff–guest interaction, servicescape assessment

These topics culminate in an integrated 7Ps marketing plan and mock defense based on the students’ analysis of the café.

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Teaching–Learning Strategies

The course uses a mix of:

• Lectures and guided discussions

• Case studies (local hotels, restaurants, and cafés)

• Group workshops and brainstorming (“Audit of a Café”)

• Site visits and on-ground audits at Esmeraldo’s Café

• Digital and social media content creation

• Reflections, written outputs, and presentations

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Assessment and Grading

Student performance is evaluated through:

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• Class Standing (70%)

  • Seatworks, activities, pre/post-tests

  • Summative quizzes/lab exercises

  • Recitation / seminar/forum participation

  • Assignments, written outputs, and portfolio/reflective tasks

• Major Examinations (30%)

  • Midterm Exam (Weeks 1–8 coverage)

  • Final Exam (integration and application of 7Ps and café case)

The final grade is computed as:

Final Grade = (Midterm Grade + Final Term Grade) / 2