Course Details
Unit 1: Introduction to Hospitality Services Marketing LH 4
Introduction to Services Marketing, Service Quality, Customer Satisfaction, Service Trends and Issues Affecting the Hospitality Industry, Nature of Hospitality Product and Services
Unit 2: Understanding the Behavior of Hospitality Consumers LH 5
Introduction to Hospitality Consumers’ Behavior, Factors That Influence Consumer Behavior, Consumer Decision-Making Model, Consumer Problem-Solving Processes, Consumer Problem-Solving Techniques, Organizational Buyer Behavior
Unit 3: Hospitality Marketing Environment LH 4
Environment influence on Hospitality Organization, The Macro Environment (Political, Legal, Economic, Socio-Cultural, Technological ,Environmental), The Micro Environment- Customer, Employees, Suppliers, Intermediaries, Competitors, Public Media.
Unit 4: Market Segmentation, Targeting, and Positioning LH 7 Markets, Market Segmentation, Market Segmentation, Market Targeting, Selecting a Market Segments, Choosing a Market-Coverage Strategy, Market Positioning, Positioning Strategies, Choosing and Implementing a Positioning Strategy, Positioning Measurement – perceptual mapping, Product Differentiation, Selecting the Right Competitive Advantages, Communicating and Delivering the Chosen Position
Unit 5: Marketing Information and Research LH 6
Marketing Intelligence- Internal Company Sources, Competitor Information, Marketing Information Systems, Marketing Research- Secondary Research, Syndicated Studies, Primary Research, Importance of Marketing Research, Common Concerns in Hospitality Marketing Research- Who Are Our Customers, Product Research: What Do Our Customers Want, Copy Testing, Tracking Studies, The Research Process- Problem Dentition, Research Design and Implementation, Data Analysis and Interpretation,
Preparation of the Research Report, Consumer Information: Mining the Guest Database- Tracking Guest Transactions, Frequency Marketing, Using the DBM Program
Unit 6: Marketing Plan and the 8 Ps LH 5
Defining Marketing Plan, Differences between Tactical and Strategic Planning, Requirements for an Effective marketing Plan, Benefits of Having a Marketing Plan, Steps involved in Preparing a Marketing Plan, The 8 Ps of Hospitality and Travel Marketing
Unit 7: Hospitality Sales Distribution System LH 6
The Concept of Distribution, Channels of Distribution, Lodging Distribution Systems (The Need for Distribution in Lodging, Reservation Systems in Lodging, The Future of Reservations, Lodging Channels of Distribution), Distribution in Foodservice (Franchising in Foodservice, Intensive Distribution: Intercept Marketing, Intermediaries)
Unit 8: Introduction to Hospitality Marketing and Sales LH 3
Introduction to Hospitality Marketing and Sales, Management's Role in Marketing and Sales, The Importance of Marketing and Sales, Trends shaping the future of Hospitality Marketing and Sales
Unit 9: Hospitality Marketing and Sales Techniques LH 8
Personal Sales in Hospitality (Prospecting, Preparation for the Presentation Sales Call, The Presentation Sales Call, Improving Sales Productivity), Telephone Sales in Hospitality (Basics of Telephone Communication, Outgoing Calls, Incoming Calls, Telephone Sales Operations), Internal Marketing and Sales in Hospitality (Introduction to Internal Marketing in Hospitality, Establishing an Internal Marketing Plan, Empowering Employees to Deliver Quality Service), Internal Merchandising (Guest-Contact Areas, Back-of-the-house Areas), Special Services and In-House Promotions
