HMGT-235 Casino Marketing
This introductory course acquaints students with factors affecting the effective marketing of a modern casino. The external environment is explored along with the decisions made by individual consumers. Students are exposed to segmentation, positioning, the Service-Profit Chain, and revenue management as well as ethical considerations affecting marketing decisions.
Hours Weekly
3 hours weekly
Course Objectives
- 1. List and describe external factors affecting marketing decisions
- 2. Explain the social and ethical responsibility of casinos in marketing their product
- 3. Formulate a strategic marketing plan for a hypothetical casino
- 4. Develop a segmentation model for a casino
- 5. Describe the benefits of pursuing convention business by a casino
- 6. Develop a market positioning statement
- 7. Explain the Service-Profit Chain
- 8. Explain two different pricing strategies
- 9. Define revenue management
- 10. Analyze revenue management within the casino industry
- 11. Explain importance of transportation to different market segments of casinos
- 12. Compare and contrast three types of promotions commonly used by casinos
- 13. Create a marketing plan incorporating sales, promotions, public relations, advertising, and direct
marketing
Course Objectives
- 1. List and describe external factors affecting marketing decisions
- 2. Explain the social and ethical responsibility of casinos in marketing their product
- 3. Formulate a strategic marketing plan for a hypothetical casino
- 4. Develop a segmentation model for a casino
- 5. Describe the benefits of pursuing convention business by a casino
- 6. Develop a market positioning statement
- 7. Explain the Service-Profit Chain
- 8. Explain two different pricing strategies
- 9. Define revenue management
- 10. Analyze revenue management within the casino industry
- 11. Explain importance of transportation to different market segments of casinos
- 12. Compare and contrast three types of promotions commonly used by casinos
- 13. Create a marketing plan incorporating sales, promotions, public relations, advertising, and direct
marketing