Marketing In the Hospitality Industry

Course Info:

Course Introduction

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 Prerequisites

Not Applicable.

Course Notes

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.

Course Breakdown

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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