This course takes a practical perspective in introducing students to the marketing of hotels, restaurants, and clubs. Students will gain insight into market segmentation, and marketing research. They will examine various forms of marketing such as: sales, advertising, public relations, promotions, data base marketing, and electronic marketing. Students will also have an opportunity to investigate the cost associated with marketing by exploring rates and fares, packaging, customer service, pricing strategies, revenue maximization, marketing budget preparation, marketing law, travel purchasing systems, and the future of hospitality marketing.
Course textbook is provided for on-going reference. There is a final exam upon completion of the course. Participants who receive 70% or higher on their exam will receive a certificate.
Lesson 1: A Historical Perspective – The Growth of Industry Brands, A Marketing Perspective of the Industry, A Consumer Perspective of the Industry
Lesson 2: Geographic Segmentation, Demographic Segmentation, Benefit and Need Segmentation, Psychographic Segmentation, Combining Segmentation Techniques, The Pendulum Swings Toward Value
Lesson 3: End Users, Travel Intermediaries, Food Service Market Segmentation
Lesson 4: Channels of Distribution, Government Regulation of Travel, Vertical, Horizontal, Backward, and Forward Integration
Lesson 5: Planning Resources for the Marketing Effort, Targeting Profitable Consumer Segments, Reaching the Market
Lesson 6: Marketing Research
Lesson 7: Organizing the Sales Effort, Personal Sales, Telephone Sales, The Importance of Interdepartmental
Lesson 8: The Ten−Step Customer Service Process, Points of Encounter, Customer Service Checklist, Case Examples
Lesson 9: Advertising, Summary, Case Examples
Lesson 10: Public Relations, Publications, Case Examples
Lesson 11: Promotions, Case Examples
Lesson 12: Data Base Marketing, Sales Through Direct Mail, Strategic Marketing Application, Case Examples
Lesson 13: Electronic Marketing, Hospitality and Tourism Sites, Case Examples
Lesson 14: Packaging in the Hospitality Industry
Lesson 15: Collateral Materials, Employee Motivation, Clubs
Lesson 16: Hotel Rates, Airfares, Rental Car Rates, Cruise Ship Rates
Lesson 17: Pricing Techniques
Lesson 18: Market Mix, Yield Management, Revenue Maximization in Practice
Lesson 19: Revenue and Profit Production Ideas, Methods to Distinguish Your Property, Ten Keys to Positive Consumer Reaction, Five Steps to More Competitive Marketing
Lesson 20: Preparation Methods, Presentation Components, Marketing Budget Checklist
Lesson 21: The Marketing Plan, Work Plan Example
Lesson 22: Zero−Base Budgeting, Research and Required Information, Marketing Plan
Lesson 23: Federal Laws, Laws and Competitive Marketing
Lesson 24: Research, Operations
Lesson 25: Automation
Lesson 26: The Historic Foundations of Corporate Marketing Strategies, Corporate Strategies, Strategic Assessment, The New Paradigm
Program: Hospitality Programs
Course Aim: To provide students with an overview of marketing strategies and the background to maximize the effectiveness of these strategies while minimizing costs.
Of interest to: Those who are interested in marketing or pursuing a career in the hospitality industry.
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