Course Description: This course is designed to provide students with
basic knowledge and practical experience that will enable them to develop strategic and
operating marketing plans for hospitality properties. It stresses the marketing
orientation as a management philosophy that guides the design and delivery of guest
services.
Evaluation: The student must complete sixteen basic,
self-scoring review quizzes, four progress test, and a comprehensive final examination.Learning Resource: Marketing of Hospitality Services by:
William Lazer, Ph.D.
Roger M. Layton, A.M.
Learning Objectives: At the completion of this course, students
should be able to:
1. Trace the evolution of marketing thought to its current
focus on the needs and wants of consumers and identify the broad range of management
functions and decisions that are or should be influenced by marketing considerations.
2. Identify distinctive aspects of marketing within service industries in relation to the
intangibility of services, service encounters.
3. Use the strategic planning process to develop and implement strategic marketing plans.
4. Design an appropriate marketing mix to meet guest needs and achieve company goals.
5. Identify and make effective use of several variables that affect the hospitality
purchasing decisions of individual guests.
6. Describe how corporate purchasing differs from individual purchasing and identify the
significant steps and variables in the corporate purchasing process.
7. Identify significant sources of demographic, income/wealth, and lifestyle information
and use these sources to anticipate future developments and to develop products and
services that will meet the emerging needs of current and future guests.
8. Explain several methods of segmenting and targeting markets, and use market
segmentation criteria effectively.
9. Identify the kinds of marketing data needed for effective marketing efforts, apply the
marketing research process to solve marketing problems, and design marketing information
systems that meet a hospitality company's real marketing needs.
10. Design a product/service mix (or product offer) that meets guest and company needs.
11. Design and use a distribution mix of hospitality networks to deliver hospitality
products services effectively and efficiently.
12. Use pricing mix strategies and tactics as an active and critical component of the
overall marketing plan.
13. Identify the components and interrelationships of the communications mix.
14. Analyze and use advertising, public relations, personal selling, merchandising, and
promotion to better achieve company goals and
objectives.
15. Design a service delivery system that recognizes and enhances the moments of truth
that are characteristic of the hospitality provider's daily interactions with guests.
16. Establish an environment that facilitates and drives hospitality marketing by
promoting innovation, creativity, and entrepreneurship.
17. Develop an orientation toward the future to better anticipate developing hospitality
markets and design products and services to meet these emerging markets.
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