Students apply basic marketing principles to the competitive environment of service businesses, such as hotels, restaurants, and other hospitality firms. Strong emphasis on consumer behavior, services management theory, and the hospitality marketing mix as they relate to service firms of all types. Course material is presented through a variety of techniques: case studies, lectures, guest speakers, team projects, and written assignments. Pre- or Coreq: HMGT 401, 403, 554, 567. Writing intensive.