| SUBJECT CODE |
: DHM 270 |
| SUBJECT NAME |
: MARKETING IN THE HOSPITALITY INDUSTRY |
| SEMESTER |
: 2 |
| CREDIT HOURS |
: 5 |
| SCHOOL |
: School of Hospitality and Tourism Management |
| COURSE |
: Diploma / Diploma in Hospitality Management |
OBJECTIVES
At the completion of this course, the students should be able to:
Explain how marketing activities in the hospitality industry address the needs of many different types of buyers.
Describe the value of segmentation for marketing in the hospitality industry.
Describe and differentiate the characteristics of business and pleasure travel market segments.
Describe channels of distribution within the hospitality industry.
Describe vertical, horizontal, backward, and forward integration in the hospitality industry.
Explain why hospitality companies need flexible marketing strategies.
Describe how marketing efforts benefit from a zero-base budgeting process.
Explain the purpose of marketing research and describe types of marketing research.
Describe common sales tools and procedures used in hotel sales departments.
Identify the role of customer service within marketing.
Discuss the hierarchy of customers.
Summarize advertising types and themes, and describe examples of hospitality industry advertising campaigns.
Describe public relations.
Explain the keys to successful promotions.
Describe the origins of data base marketing and summarize keys to successful data base marketing.
Delineate the role of electronic marketing.
Define packaging, and explain packaging benefits to consumers and hospitality firms.
Describe types of collateral materials used in the hospitality industry.
Define pricing and explain the importance of offering consumers price ranges and choices in hospitality products and services.
Give examples of how pricing strategies and yield management are used to maximize revenue.
List the major components of a marketing budget.
LEARNING OUTCOME
Week 1
Identify the major sectors of the hospitality industry.
Describe the rise of brands within the hospitality industry.
Identify the many different audiences marketing must address,
and explain how marketing activities in the hospitality industry
address the needs of many different types of buyers.
Explain why a consumer's perspective of the hospitality
industry changes in relation to the purpose for venturing away from
home.
Week 2
1. Describe the value of geographic segmentation for marketing in the hospitality industry.
2. Explain how feeder cities and city pairs may help focus a companys marketing efforts.
3. Distinguish destination cities from destination markets.
4. Describe the value of demographic customer profiles for marketing in the hospitality industry.
5. Explain how the knowledge gained from benefit and need
segmentation can bring hospitality marketers and operations managers
into close working relationships.
Describe the value of psychographic segmentation for marketing in the hospitality industry.
Explain how combining different market segmentation techniques
provides valuable research tools for marketing in today's hospitality
industry.
Distinguish end users from intermediaries in the travel and hospitality market.
Describe characteristics of business travel market segments.
Describe characteristics of pleasure travel market segments.
Identify travel intermediaries for business and pleasure travel market segments.
Describe user characteristics of consumer segments in the food service industry.
Week 3
Describe channels of distribution within the hospitality industry.
List and briefly describe U.S. and international governmental entities that regulate or influence travel.
Describe vertical, horizontal, backward, and forward integration in the hospitality industry.
Week 4
Explain why hospitality companies need flexible marketing strategies.
Describe how marketing efforts benefit from a zero-base budgeting process.
Explain the function of internal and external analyses in determining company needs that marketing can fulfill.
Describe how the concept of segment profitability applies to the marketing of hospitality products and services.
Identify some of the key motivational factors of travel
retailers and wholesalers that could help shape a hospitality companys
marketing efforts.
Explain the purpose of marketing research, and describe types of marketing research.
Describe three basic marketing research techniques.
Delineate five essential marketing intelligence tools.
Describe marketing research presentation tools
Week 6
Understand and relate marketing terms and activities in Chapter 1 until 6.
Week 7
Describe common sales tools and procedures used in hotel sales and departments.
Summarize three keys to personal selling.
Summarize keys to telephone sales.
Describe the importance of interdepartmental communication to the sales process.
Identify the role of customer service within marketing.
Present a ten-step process to identify problems and solutions for better customer service.
Describe sales from a consumer's perspective.
Week 8
Summarize advertising guidelines, and describe a six-step
advertising process that can help you develop a successful advertising
campaign.
Describe criteria for selecting an ad agency.
Review the trade-out and barter concepts.
Summarize advertising types and themes, and describe examples of hospitality industry advertising campaigns.
Discuss the concept of market coverage and media selection.
Week 9
Explain how public relations can be applied, summarize tips
for direct-contact public relations, and describe strategies for
successfully dealing with the press.
Describe internal public relations, explain how public
relations can be measured, and list examples of hospitality industry
publications.
Explain the keys to successful promotions
Identify the different types of promotions.
Describe methods of executing promotions.
Describe the benefits of internal promotions, identify the
elements that determine a successful internal promotion, and cite case
examples of good and bad promotions in the hospitality industry.
Week 10
Describe the origins of data base marketing, explain three key
elements of data base systems, and summarize keys to successful data
base marketing.
Summarize the keys to successful direct mail.
Cite marketing applications for which marketing/direct mail is an effective tool.
Week 11
Understand and relate marketing terms and activities in Chapter 7 until 12.
Week 12
Delineate the role of electronic marketing.
Describe Internet uses.
Identify key points for web site development.
Discuss email and fax marketing.
Define packaging, and explain packaging benefits to consumers and hospitality firms.
Summarize some questions hospitality businesses should ask themselves before participating in a package.
List and briefly describe common types of travel packages
Week 13
Explain eight key points for preparing and presenting collateral materials.
Describe several types of collateral materials used in the hospitality industry.
Give examples of employee motivational programs that help make a property more marketable, and explain how they are used.
Describe the club concept as a marketing tool and give examples of successful uses of the club concept.
Explain the different types of room rates charged by hotels.
Describe ranges of rates set by hotels, identify the purpose
of rate strategies, and give examples of strategies based on the
grid-positioning concept. Describe air carriers' rates and the factors affecting rate strategies.
Explain types of rental car rates and the factors affecting rate strategies
Describe cruise ship rates.
Week 14
Define pricing, and explain the importance of offering
consumers price ranges and choices in hospitality products and
services.
Explain the concept of selling up and some general circumstances under which the technique may be applied.
Describe the cost-plus theory and its application in selling down.
Compare the technique of focusing on revenue and profit per unit to that of emphasizing average checks/rates/percentages.
Summarize the use of the inflation rate-plus factor.
Explain the importance of making intuitive judgments, and outline the concepts and steps for conducting a breakeven analysis.
Describe the uses of rate pyramiding.
Explain how analyzing market segments can help maximize revenue for a hospitality operation.
Describe how market mix is used to maximize revenue.
Give examples of how pricing strategies are used to maximize revenue.
Describe how yield management is used to maximize revenue.
Identify objectives, strategies, and key tactics of revenue maximization.
Week 15
Understand and relate marketing terms and activities in Chapter 13 until 18.
Week 16
Describe several revenue and profit production ideas.
Explain how to distinguish an establishment from its competitors.
Give ten examples of how to secure positive consumer reaction.
Explain five steps you can take to have more competitive marketing.
Provide a guide to preparing a marketing budget.
Describe the various methods used to establish budget parameters.
Delineate the major components of a marketing budget
Week 17
List the elements of a marketing plan and summarize steps for putting one together.
Describe and use the competitive/market positioning grid
Define zero-base budgeting, identify the four major types of
information required to complete a marketing plan, and summarize how
this information is obtained
Describe the structure of a marketing plan and summarize tips for putting one together.
Week 18
Describe the major federal acts and laws that impact marketing.
Delineate what you cannot do with respect to marketing strategies and pricing.
Identify unfair competitive practices.
Discuss the concept of anti-trust.
Explain how research supports a property's overall marketing effort.
Describe how operations can meet the expectations of guests, and summarize ways to handle guest complaints.
Week 19
Understand and relate marketing terms and activities in Chapter 19 until 24.
SYNOPSIS
This course is designed to provide students with a basic understanding of marketing in hospitality industry.
Semester & Subjects
Calendar & Timetable
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