COURSE INFORMATION

Course Instructor: Lori Pennington-Gray, Ph.D. (Professor) Semester of First Delivery: Spring, 2018

COURSE DESCRIPTION

This course will provide an examination of the planning and development functions of the hospitality and tourism industry. The course will cover backgrounds to tourism planning, planning hospitality attractions, development and design standards, planning resorts, and impacts of the industry and how to plan to minimize these impacts. Case studies will be used to help students develop an understanding for the interrelationship among the concepts. Course Description This course involves a wide range of subjects relevant to tourism and hospitality marketing from both the macro (global) and micro (organization) perspectives. From the macro perspective, the nature of the tourism and hospitality industry and its challenging products will be discussed. From the micro perspective, diverse topics from marketing elements to supply chain management for consumer satisfaction will be discussed. In discussion of the traditional marketing mix elements, the unique nature of tourism and hospitality products and the ramifications of the traditional 4Ps into 4C’s will be highlighted. Course Objectives Students will be able to: Identify unique marketing challenges due to the nature of the tourism and hospitality

industry structure and its diverse products. Distinguish the challenges posed by the environmental factors. Develop strategies and tactics that may be used to avoid challenges and turn them into

opportunities. Identify consumer characteristics and behavior in tourism consumption for segmentation

and target marketing. Develop and manage tourism and hospitality products for diverse consumers. Explain branding and image development as a competitive strategy. Know various pricing strategies used for effective and efficient management of products. Develop promotional strategies and the role of integrated marketing communications for

effective branding. Identify the critical components in the tourism and hospitality supply chain and dynamics

in establishing the value chain for consumer satisfaction and loyalty. Apply theoretical knowledge into the practical world in making decisions and judgments in

marketing of tourism and hospitality products and organizations. Display analytical and critical thinking as well as creative marketing solutions relevant to

tourism and hospitality management.

Tourism and Hospitality Marketing

HFT 4743 Department of Tourism, Recreation and Sport Management

College of Health and Human Performance

Course Materials Required Textbook Marketing for Hospitality and Tourism (7th ed)- Kotler, Bowen, Makens, Baloglu Additional required readings will be posted on the course website. Course Policies Class Policies Students are expected to be professional in class, which requires them to: Attend class. If students are absent, they are responsible for getting information from a

classmate. Actively participate in class at all times. Active participation includes asking thoughtful

questions, contributing knowledge and ideas relevant to the topic, volunteering answers to questions, and sharing relevant material from other readings, classes, newspapers, and media sources.

Be punctual with regards to class attendance and due dates. Be prepared to participate in class. Students are required to read all assigned materials

prior to class. Be courteous and respectful to your peers, guest speakers, and the instructor.

If students disrupt the class, they will be asked to leave. Disruptive behavior includes: Participating in side conversations which are irrelevant to the class subject during class. Reading materials irrelevant to the class subject, including reading the newspaper, using

your cell phone for any reason, or your laptop for any reason other than taking notes. Working on assignments for another class. Leaving the classroom early and arriving late, especially habitually and without a

legitimate excuse. Attendance & Late Assignment Policy Requirements for class attendance and make-up exams, assignments, and other work in this course are consistent with the University’s policies. For more information about UF’s policies, please consult (https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx. Students with prior knowledge of an excused absence must make arrangements to submit assignments prior to the due date. Documentation must be provided to the instructor for an excused absence. Excused absences include, but are not limited to, personal illness, family illness or death, jury duty, religious holiday, and official University activities. Absences will be excused at the instructor’s discretion. A penalty will be enforced if students fail to submit an assignment by the deadline. The equivalent of 15% will be deducted from the assignment grade immediately after an assignment

becomes late. After 1 day, an additional 10% will be deducted per day past the due date. There are no exceptions to this policy. Students with Disabilities Support services for students with disabilities are coordinated by the Disability Resource Center in the Dean of Students Office. Students requesting accommodations should first register with the Disability Resource Center (352-392-8565, www.dso.ufl.edu/drc/) by providing appropriate documentation. Once registered, students will receive an accommodation letter which must be presented to the instructor when requesting accommodation. Any student who feels that they may need accommodations based on the impact of a disability should contact the instructor privately to discuss their specific needs. The University encourages students to follow this procedure as early as possible in the semester. UF Academic Honor Code

UF students are bound by The Honor Pledge which states, “We, the members of the University of Florida community, pledge to hold ourselves and our peers to the highest standards of honor and integrity by abiding by the Honor Code.” On all work submitted for credit by students at the University of Florida, the following pledge is either required or implied: “On my honor, I have neither given nor received unauthorized aid in doing this assignment.” Academic dishonesty, such as plagiarism and cheating, will not be tolerated. Violation of the UF Academic Honor Code will incur serious consequences. Any act of academic dishonesty will be reported to the Dean of Students Office. Plagiarism and cheating may be punished by failure on the exam, assignment, or project; failure in the course; and/or expulsion. There are no exceptions to this policy. For more information about UF’s policy, please consult http://www.dso.ufl.edu/sccr/process/student-conduct-honor-code/

FORMAT OF THE COURSE

The course will be a “flipped” classroom. The Flipped Classroom model flips the traditional relationship between class time and homework. Students learn at home via online coursework and lectures, and teachers use class time for teacher-guided practice or projects. This model enables teachers to use class time for more than delivering traditional lectures. See https://youtu.be/G_p63W_2F_4 So the video lectures will be completed in a two hour period and the one hour face-to-face time will be for discussion time, assignments and application to the final project. Meeting times—class is scheduled to meet Tuesday - periods 2-3 (8:30am- 10:25am) & and Thursday period 2 (8:30am- 9:20pm) Online “flip” learning --to take place Tuesday- period 2 &3 (8:30am- 10:25am)

In class learning ---to take place Thursdays- period 2 (8:30am – 9:20am)

WORKING LIST OF TOPICS & READINGS Based on the three modules, global examples based on current events, documentaries, TED Talks, and both print will be integrated into each module. The following are topics and readings with additional supplementary resources to be provided to you during instruction/course delivery. Each module is five weeks long- with lectures, readings, and videos in each week.

GRADES

The grade distribution for this course is made up of FOUR components: (1) Attendance and class participation, (2) personal individual reflection assignment each week, (3) group weekly assignments and (3) final modular assignment and total final complete package.

In –class Participation/ attendance “A”

Individual participation assignment “B”

Group weekly assignments “C”

Final module assignment “D”

Total per module

Module 1 25 points (5 pt./wk)

25 points (5 pt./wk)

50 points 100 points total 200 points

Module 2 25 points (5 pt./wk)

25 points (5 pt./wk)

50 points 100 points total 200 points

Module 3 25 points (5 pt./wk)

25 points (5 pt./wk)

50 points 100 points total 200 points

Final Grade

75 points 75 points 150 points 300 points 600 points

Grading Scale The University’s grading system will be used for this course (for information about UF’s grades and grading policies, please consult https://catalog.ufl.edu/ugrad/current/regulations/info/grades.aspx). In accordance, a student’s overall performance in this course will be graded as follows:

Letter Grade A A- B+ B B- C+ C C- D+ D D- E

Point Range

95-100 90-94 87-89 83-86 80-82 77-79 73-76 70-72 67-69 63-66 60-62 <60

GPA Points 4.00 3.67 3.33 3.00 2.67 2.33 2.00 1.67 1.33 1.00 0.67 0.00

COURSE SCHEDULE, READINGS, LECTURES, ASSIGNMENTS AND FINAL ASSIGNMENTS

MODULE 1 MODULE #1 – WHERE ARE WE NOW? THIS MODULE WILL FOCUS ON WHERE WE ARE NOW? IT COVERS AN INTRODUCTION TO HOSPITALITY MARKETING, SERVICES MARKETING, CONSUMER BEHAVIOR AND ENVIRONMENTAL ANALYSIS. Lectures: Week Lecture Title Chapter in book Jan 8-12

1 Introduction- Understanding hospitality and tourism marketing

Chapter 1

Jan. 15-19

2 Service characteristics of hospitality and tourism marketing

Chapter 2

Jan 22-26

3 Consumer markets and consumer buying behavior

Chapter 6

Jan 29- Feb. 2

4 The marketing environment Chapter 4

Feb. 5-9

5 Managing customer information to gain customer insights

Chapter 5

Videos:

Wee

k

Lect

ure

Title

Jan 8-12 1 Philip Kotler: Marketing Strategy https://youtu.be/bilOOPuAvTY

Jan. 15-19

2 Services marketing: 91 https://youtu.be/UJdKwuRy-Cc

Jan 22-26

3 Exclusive: marketing legend Philip Kotler on increasing spends on digital & more https://youtu.be/2wS1wBOwy78

Jan 29- Feb. 2

4 The environmental scan https://youtu.be/s1nDn7Ph1R4

Feb. 5-9 5 Perspectives on the hospitality industry https://youtu.be/q98T_nY6-7I managing business by metrics https://youtu.be/WjjjOc0QpY4

Assignment 1A

Class participation and attendance – 5 points each week

Students are expected to be professional in class, which requires them to: Attend class. If students are absent, they are responsible for getting information from a

classmate. Actively participate in class at all times. Active participation includes asking thoughtful

questions, contributing knowledge and ideas relevant to the topic, volunteering answers to questions, and sharing relevant material from other readings, classes, newspapers, and media sources.

Assignment 1B

Weekly assignment (individual)- 5 points each week

Based on the weeks group assignment- each member is required to send the instructor an evaluation sheet of their contribution to the assignment that week- each student will rank himself or herself and in a detailed explanation explain what they contributed to the final assignment that week.

Week Lecture Date Due

Individual participation assignment Points

Jan 8-12

1 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Jan. 15-19

2 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Jan 22-26

3 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Jan 29- Feb. 2

4 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Feb. 5-9 5 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Assignment 1C

Weekly in-class assignment (group): 10 points each week

Each week in class, your group (assigned during the first week) will be required to complete ONE component that will be part of the overall marketing plan. These weekly in class assignments are not the ONLY sections necessary for the final project- but class time will be dedicated for the instructor to show you how to complete certain tasks and then the group will have time to work on it and ask the instructor questions. This section is part of the overall participation grade of the course.

This year’s marketing project will be creating a dynamic marketing plan for Citrus County, Florida. We will work with the Director of the DMO to adapt a traditional marketing plan outline to the needs of the destination.

Week Lecture Date Due

Discussion topics Points for the discussion question

Jan 8-12

1 Thurs Describe the background of Citrus County- where is it located, population, industry, etc.

10 Points

Jan. 15-19

2 Thurs What is the DMO’s corporate direction? Where are they headed in the next year?

10 Points

Jan 22-26

3 Thurs Review the corporate connection to the marketing plan- what are the secondary pieces of information which are needed to supplement your marketing plan. Present this in a meaningful way—do not use essay format.

10 Points

Jan 29- Feb. 2

4 Thurs Who are the destinations which represent Citrus County’s competitive set and why?

10 Points

Feb. 5-9 5 Thurs What environmental factors and market trends will impact Citrus County in the upcoming year?

10 Points

Assignment 1D

Modular Assignment (100 points): Due the last week of the module—Feb. 5th- as a group

This assignment pertains to the “where are we now?” section of the marketing plan. The final assignment of this part of the course is to put together the “where are we now?” and the “introductory” sections. These sections must include all of the following sections (even if a topic was not assigned as an assignment):

1- Executive summary and Background (week 1) 2- Corporate Connection

a. Corporate Direction (week 2) i. Where are they going and what are the goals

b. Relationship to other plans (week 3) i. Marketing-related information ii. Sales plans iii. Advertising plans iv. Marketing research v. Pricing vi. Customer Service

3- Environmental Analysis and Forecasting a. Competitive analysis (week 4) b. Environmental Factors (week 5)

i. Social ii. Political iii. Economic iv. Terrorism

c. Market trends of relevance to the corporate direction (week 5) i. Visitor trends ii. Competitive trends iii. Related industry trends

MODULE 2

Module #2 – This part of the course is dedicated to “where do we want to go?” It includes segmentation analysis, positioning, branding, and the overview of the marketing plan and value propositions.

Lectures:

Week Lecture Title Chapter Feb. 12- 16

1 Segmentation and Targeting Chapter 8

Feb. 19-23

2 Organizational Buyer Behavior Chapter 7

Feb. 26-Mar. 2

3 Market Positioning Chapter 8

Mar. 12-16

4 Customer Value and Brand Propositions Chapter 9

Mar. 19-23

5 The marketing plan Chapter 18

Videos: Week Week Lecture Title

Feb. 12- 16

6 1 Segmentation, Targeting and Positioning https://youtu.be/0srjdRDh99Y

Feb. 19-23

7 2 Concepts in marketing https://youtu.be/_cvqQm2uJWw

Feb. 26-Mar. 2

8 3 Marketing analytics https://youtu.be/buyAkoG3MhU

Mar. 12-16

9 4 Kotler on the importance of brand equity https://youtu.be/8W5ycYuhrK8

Mar. 19-23

10 5 Building a marketing plan https://youtu.be/UJdKwuRy-Cc

Assignment 2A

Class participation and attendance – 5 points each week

Students are expected to be professional in class, which requires them to: Attend class. If students are absent, they are responsible for getting information from a

classmate. Actively participate in class at all times. Active participation includes asking thoughtful

questions, contributing knowledge and ideas relevant to the topic, volunteering answers to questions, and sharing relevant material from other readings, classes, newspapers, and media sources.

Assignment 2B

Weekly assignment (individual)- 5 points each week

Based on the weeks group assignment- each member is required to send the instructor an evaluation sheet of their contribution to the assignment that week- each student will rank himself or herself and in a detailed explanation explain what they contributed to the final assignment that week.

Week Lecture Date Due

Individual participation assignment Points

Feb. 12- 16

6 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Feb. 19-23

7 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Feb. 26-Mar. 2

8 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Mar. 12-16

9 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Mar. 19-23

10 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Assignment 2C

Weekly in-class assignment (group):

Each week in class, your group (assigned during the first week) will be required to complete ONE component which will be part of the overall marketing plan. These weekly in class assignments are not the ONLY sections necessary for the final project- but class time will be dedicated for the instructor to show you how to complete certain tasks and then the group will have time to work on it and ask the instructor questions. This section is part of the overall participation grade of the course.

This year’s marketing project will be creating a dynamic marketing plan for Citrus County, Florida. We will work with the Director of the DMO to adapt a traditional marketing plan outline to the needs of the destination.

Week Week Date Due

Discussion topics Points for the discussion question

Feb. 12- 16

6 Thurs What are the potential segments that Citrus County could grow in 2018/2019?

10 Points

Feb. 19-23

7 Thurs Who are the main targets for the county- with regards to Leisure-Individual, Leisure- Group, Corporate- Individual and Corporate- Group.. explain why

10 Points

Feb. 26-Mar. 2

8 Thurs What is the positioning statement for Citrus County?

10 Points

Mar. 12-16

9 Thurs Other than the MSPA (demand analysis)—what is the possibility of assessing demand in the county? Describe various methods and secondary data which might exist to aid in demand analyses

10 Points

Mar. 19-23

10 Thurs Clearly state 4-5 objectives for all of the following: sales, distribution, advertising, promotions, pricing and products

10 Points

Assignment 2D

Modular Assignment (100 points): Due the last week of the module—March 19th- as a group

This assignment pertains to the “where do we want to go?” section of the marketing plan. The final assignment of this part of the course is to put together the “where do we want to go?” and the “planning” sections. These sections must include all of the following sections (even if a topic was not assigned as an assignment):

1- Segmentation and targeting (week 6)

a. Segmentation analysis i. Market segment profitability analysis (MSPA)

b. Targeting (week 7) 2- Positioning statement (week 8)

a. Positioning analysis 3- Market research (week 9)

a. Demand analysis (MSPA) 4- Next year’s objectives (week 10)

a. Sales goals b. Distribution goals c. Advertising goals d. Promotional goals e. Pricing goals f. Product goals

MODULE 3

MODULE #3 – THIS MODULE FOCUSES ON “HOW WE ARE GOING TO GET THERE?”—IT WILL OVERVIEW STRATEGIES FOR THE DESTINATION’S MARKETING PLAN.

Lectures:

Week Lecture Title Chapters Mar. 26-

30 1 Professional Sales Chapter 15

Apr. 2-6 2 Distribution Channels

Direct, Social and Online marketing

Chapter 12 Chapter 16

Apr. 9-13 3 Customer value and advertising

Customer value and promotions Chapter 13 Chapter 14

Apr. 16-20 4 Pricing Chapter 11

Apr. 23-27 5 Product and customer value Chapter 9

Videos:

Wee

k

Lect

ure

Title

Mar. 26-30

1 The hotel sales coach: https://youtu.be/70gA30QaSNo

Apr. 2-6 2 Philip Kotler: Internet marketing

https://youtu.be/R8mDd8bvUnE

Apr. 9-13 3 Promotional strategies

https://youtu.be/rVQQ_M8t254

Apr. 16-20

4 Price sensitivity marketplace https://youtu.be/pDmTjIy6XKI

Apr. 23-27

5 Product development stages https://youtu.be/KWy4UgbzCBU

Assignment 3A

Class participation and attendance – 5 points each week

Students are expected to be professional in class, which requires them to: Attend class. If students are absent, they are responsible for getting information from a

classmate. Actively participate in class at all times. Active participation includes asking thoughtful

questions, contributing knowledge and ideas relevant to the topic, volunteering answers to questions, and sharing relevant material from other readings, classes, newspapers, and media sources.

Assignment 3B

Weekly assignment (individual)- 5 points each week

Based on the weeks group assignment- each member is required to send the instructor an evaluation sheet of their contribution to the assignment that week- each student will rank himself or herself and in a detailed explanation explain what they contributed to the final assignment that week.

Week Lecture Date Due

Individual participation assignment Points

Mar. 26-30

11 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Apr. 2-6 12 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Apr. 9-13

13 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Apr. 16-20

14 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Apr. 23-27

15 Thurs COMPLETE SHEET IN ASSIGNMENTS IN CANVAS

5 Points

Assignment 3C

Weekly in-class assignment (group):

Each week in class, your group (assigned during the first week) will be required to complete ONE component which will be part of the overall marketing plan. These weekly in class assignments are not the ONLY sections necessary for the final project- but class time will be dedicated for the instructor to show you how to complete certain tasks and then the group will have time to work on it and ask the instructor questions. This section is part of the overall participation grade of the course.

This year’s marketing project will be creating a dynamic marketing plan for Citrus County, Florida. We will work with the Director of the DMO to adapt a traditional marketing plan outline to the needs of the destination

Week Week Lecture Date Due

Discussion topics Points for the discussion question

Mar. 26-30

11 1 Thurs Explain one major sales strategy that Citrus County can use to increase arrivals in a target market

10 Points

Apr. 2-6

12 2 Thurs Pick one target market that you are targeting and outline both an online and off line distribution strategy

10 Points

Apr. 9-13

13 3 Thurs Pick one target market that you are targeting and discuss the promotional strategies for that market

10 Points

Apr. 16-20

14 4 Thurs Pick one target market that you are targeting and outline the pricing strategy for that market

10 Points

Apr. 23-27

15 5 Thurs Pick one target market that you are targeting and outline product strategies for that market to move into the next five years

10 Points

Assignment 3D

Modular Assignment (100 points): Due the last week of the module—April 23rd - as a group

This assignment pertains to the “how are we going to get there?” section of the marketing plan. The final assignment of this part of the course is to put together the “how are we going to get there?” and the “implementation and funding” sections. These sections must include all of the following sections (even if a topic was not assigned as an assignment):

1- Action plans

a. Sales strategies i. What, how, when—use time tables, key types of sales strategies

(conferences, sales calls, etc) b. Distribution strategies

i. Online strategies (OTAs) ii. Channels of distribution (tour operators, FAM trips)

c. Advertising i. paid

d. Promotion strategies e. Pricing strategies f. Product strategies

i. New products ii. Improved products iii. Partnerships iv. packaging

2- Resources needed to meet strategies a. Personnel b. Monetary support (cooperative programs) c. Research d. Consulting e. Training

3- Budgets a. Cost to execute the marketing strategy in the upcoming year

FINAL ASSIGNMENT

ALL THREE SECTIONS COMPILED TOGETHER WITH EXECUTIVE SUMMARY AND PAGE NUMBERS. A final grade will not be submitted to the registrar if the final assignment is not handed in as per the above criteria. Only at the end of the semester will I review the final submissions for the weekly assignments- at that time I can change the final grade to improve the grade based on recommendations I made and revisions to the original work.

WEEKLY GROUP PARTICIPATION FORM

INDIVIUDAL ASSIGNMENT EACH WEEK (5 POINTS)

A student will reflect each week on their group participation. They will be required to self reflect their participation and provide a description of the details of why they felt they deserve that grade. The final grade for participation in this self reflection is not based on the score you give yourself but rather how accurate and realistic the evaluation of your contributions are. So you could rate yourself a “5” but I could give you a 3 because you only re-wrote what is in the criteria and standards portion of the table. This requires deep evaluation- it also requires personal honesty. The following scores from the instructor are represented: • A 5 is deep, honest reflection with through details of your role, completion and hours of

contribution. • A 4 is what the professor expects from everyone, an honest reflection with through

details of your role, completion and hours of contribution [most students will fall in this category]

• A 3 or below shows minimal explanation, reflection and details of participation. Score Personal reflection

discussion Criteria and Standards

1 • No participation

2 • Present in-group meetings, not disruptive.

• I try to respond but don’t offer much. • Demonstrates very infrequent involvement in discussion.

3

• Demonstrates adequate preparation: knows basic facts, • Offers straightforward information (e.g., straight from the reading),

without elaboration or very infrequently (perhaps once a class). • Does not offer to contribute to discussion, but contributes to a

moderate degree.

4

• Demonstrates good preparation: knows facts well, has thought through implications of them.

• Offers interpretations and analysis of material (more than just facts). • Contributes well to discussion in an ongoing way: responds to other

students’ points, thinks through own points, questions others in a constructive way, offers and supports suggestions that may be counter to the majority opinion.

• Demonstrates consistent ongoing involvement.

5

• Demonstrates excellent preparation: has analyzed material exceptionally well, relating it to other material (e.g., other readings, course material, discussions, experiences, etc.).

• Offers analysis, synthesis, and evaluation of material (e.g., puts together pieces of the discussion to develop new approaches that take the project further).

• Contributes in a very significant way: keeps analysis focused, responds very thoughtfully to other students’ comments, contributes to cooperative argument building, suggests alternative ways of approaching material and helps class analyze which approaches are appropriate, etc.

• Demonstrates ongoing very active involvement.

CLASS PARTICIATION

Total of 5 points per week

A student’s participation in class will be evaluated with the following: • A 5 being assigned to ideal, high quality, thought provoking answers to the questions. • An 4 being assigned to an answer which is generally on average and meets learning

objectives. • A 3 or below being assigned to less than quality responses. The criteria will focus on what students demonstrate in terms of quality of the questions.

Score Criteria and Standards 0

[0%] • Not completed

1

[20%]

• Does not offer much. • Demonstrates low level of knowledge.

2

[40%]

• Demonstrates adequate preparation: knows basic reading facts, but does not show evidence of trying to interpret or analyze them.

• Offers straightforward information (e.g., straight from the reading), without elaboration.

3

[60%]

• Demonstrates good preparation: knows reading facts, has thought through what an answer might look like.

• Offers interpretations and analysis of reading material woven into the questions.

• Questions are thought to contribute well to discussion.

4 [80%]

• Demonstrates above average preparation: knows more than just the reading facts, has thought through what an answer might look like in an ideal sense.

• Offers higher level of interpretations and analysis of reading material woven into the questions.

• Questions are thought to contribute to a higher detail of discussion or more materials that will benefit the class.

5

[100%]

• Demonstrates excellent preparation: has analyzed reading material exceptionally well, relating it to other material (e.g., other readings, course material, discussions, experiences, etc.).

• Offers analysis, synthesis, and evaluation of reading material (e.g., puts together pieces of the discussion to develop new approaches that take the class further).

• Contributes in a very significant way to an in-class discussion: • Helps class learn deeper quality and quantity of information to help with

concepts