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In today's competitive hospitality market, it is vital to have an understanding of sales and marketing. Our Hospitality Sales & Marketing Specialist program will focus on destination marketing along with other parts of tourism while drawing from the insights of leading sales executives to cover the hospitality sales profession.
Hospitality Sales and Marketing
In today’s competitive hospitality market, understanding sales and marketing is essential to succeed in the hospitality business. Our Hospitality Sales and Marketing course provides an in-depth look at established marketing themes unique to the hospitality world. The content draws upon practical experiences and new trends related to customer relationship management, advertising, social media, and technology. This course explores customer behavior, market segments, pricing strategies, selling techniques, and ways sales professionals can tailor their approach to the buyer’s unique perception of value.
Prerequisite(s): None
Hospitality: An Introduction
Hospitality: An Introduction provides a detailed description of the many facets of the Hospitality and Tourism sector, including tours and travel, hotels, restaurants, culinary, casino operations, cruises, and the recreation and leisure industries. Personal profiles of industry leaders highlight the wide range of career opportunities available in the field. This course discusses the Hospitality and Tourism industry's evolution toward increased internationalization and integration. Industry vignettes offer a behind-the-scenes view of real-life job tasks and career success stories. Each module of this course features practical case study scenarios, a description of trends in the field and ways to apply your knowledge.
Prerequisite(s): None
** Course Subject to Change.
Hospitality Sales and Marketing
After completing this course, you should be able to:
- Define core concepts in hospitality marketing and understand the role of service culture, customer needs, and strategic planning
- Identify marketing environment factors and recall how research and data systems support customer insights
- Understand consumer and organizational buying behavior and recognize segmentation, targeting, and positioning strategies
- Define product and pricing strategies, including branding, new product development, and revenue management
- Recognize distribution and promotion strategies and understand how communication and PR build customer value
Hospitality: An Introduction
After completing this course, you should be able to:
- Define the mission and product of hospitality
- Identify factors to consider when managing lodging
- Recall the basics of the food service industry and restaurant business and operations
- Recognize different types of tourism, recreation and entertainment events, functions, and operations related to hospitality industry
- Identify current trends in hospitality and skills needed for management and leadership roles
Hospitality Sales and Marketing
Hospitality Sales & Marketing Module 1
Defining Hospitality & Tourism Marketing and the Marketing Process
- What Is Hospitality and Tourism Marketing?
- Marketing in the Hospitality and Travel Industries
- Understanding the Marketplace and Customer Needs
- The Service Culture
- Characteristics of Service Marketing
- The Service Profit Chain
- Nature of High-Performance Business
- Corporate Strategic Planning: Defining Marketing’s Role
- Planning Marketing: Partnering to Build Customer Relationships
Hospitality Sales & Marketing Module 2
Understanding the Marketplace and Customer Value Part I
- The Company’s Environment
- The Microenvironment
- The Company’s Macroenvironment
- Responding to the Marketing Environment
- Marketing Information and Customer Insights
- The Marketing Information System
- Marketing Research
- International Marketing Research
Hospitality Sales & Marketing Module 3
Understanding the Marketplace and Customer Value Part II
- A Model of Consumer Behavior
- Personal Characteristics Affecting Consumer Behavior
- The Buyer Decision Process
- The Organizational Buying Process
- Participants in the Organizational Buying Process
- Major Influences on Organizational Buyers
- Market Segmentation, Targeting, and Positioning
Hospitality Sales & Marketing Module 4
Designing Customer Value-Driven Strategy and Mix Part I
- What Is a Product?
- Product Levels
- Branding Strategy
- The New-Product Development
- Internal Marketing
- The Internal Marketing Process
Hospitality Sales & Marketing Module 5
Designing Customer Value-Driven Strategy and Mix Part II
- Factors to Consider When Setting Prices
- General Pricing Approaches
- Pricing Strategies
- Revenue Management
- Partnering to Add Value
- Hospitality Distribution Channels
- Channel Behavior and the Organization
- Channel Management
Hospitality Sales & Marketing Module 6
Designing Customer Value-Driven Strategy and Mix Part III
- The Promotion Mix
- Integrated Marketing Communications
- Developing Effective Marketing Communication
- Steps in Developing Effective Communications
- Public Relations
- The Public Relations Process
- PR Opportunities for the Hospitality Industry
Hospitality Sales & Marketing Module 7
Designing Customer Value-Driven Strategy and Mix Part IV
- Management of Professional Sales
- Nature of Hospitality Sales
- Sales Force Objectives, Structure, and Size
- Organizing the Sales Department
- Direct and Digital Marketing
- Digital and Social Media Marketing
- Customer Databases and Traditional Direct Marketing
- Relationship Marketing and Loyalty Programs
Hospitality Sales & Marketing Module 8
Managing Hospitality and Tourism Marketing
- Marketing Tourism Destinations
- Tourism Development and Investments
- Segmenting and Monitoring the Tourist Market
- Communicating with the Tourist Market
- Purpose of a Marketing Plan
- Preparing a Marketing Plan
- Presenting the Plan and Preparing for the Future
**Outlines are subject to change, as courses and materials are updated.**
Hospitality: An Introduction
Hospitality: An Introduction Module 1
The Hotel Business
- Hospitality through the Ages
- Modern Hospitality Industry
- Success in Service
- Hotel Development and Ownership
- Rating and Classification of Hotels
- Unusual Hotels and Chains
Hospitality: An Introduction Module 2
Lodging
- Rooms Division
- Management Structure
- Revenue Management
- Hotel Food and Beverage
- Kitchen
- Food and Beverage Departments
Hospitality: An Introduction Module 3
Restaurant Business
- Wine and Beer
- Spirits
- Nonalcoholic Beverages
- Bars and Beverage Operations
- Food Trends and Practices
- The Menu
- Classifications of Restaurants
Hospitality: An Introduction Module 4
Restaurant Management and Managed Services
- Front of the House
- Back of the House Operations
- Restaurant Management Financials
- Managed Services
- Airlines and Airports
- Military
- Schools
- Health Care Facilities
- Leisure and Recreation
Hospitality: An Introduction Module 5
Tourism
- Impact of Transportation on Tourism
- Tourism in the Twenty-First Century
- Economic Impact of Tourism
- Recreation, Leisure, and Wellness
- Theme Parks
- Attractions
- Clubs
- Non-commercial Recreation
Hospitality: An Introduction Module 6
Gaming Entertainment
- Evolution of Gambling and Casinos
- Native American Gaming
- Hospitality Buffet
- What is Gambling?
- Comps
- Types of Casino Operations
- Working in a Casino Resort
Hospitality: An Introduction Module 7
Cruising and Meetings
- Cruise Industry Development
- Cruise Market
- Types of Cruises
- Cruise Destinations
- Meetings
- Conventions
- Expositions
Hospitality: An Introduction Module 8
Events
- Events Industry and Event Planners
- Classification of Events
- Traits and Skills of a Successful Event Manager
- Professional Organizations Involved with Special Events Industry
Hospitality: An Introduction Module 9
Leadership and Planning
- Definitions of Leadership
- Characteristics of Leaders
- Transactional Leadership
- Transformational Leadership
- Examples of Excellence in Leadership
- Operational Planning
- Strategic Planning
Hospitality: An Introduction Module 10
Organization and Control
- Organizational Structure
- Communication
- Decision Making
- Interpersonal Communication Process
- Types of Control
**Outlines are subject to change, as courses and materials are updated.**
Ed4Career is committed to being both environmentally conscious and making it easier for you to study! We’re making your education mobile! All of our textbooks are now provided as eTextbooks*. You can access them on your laptop, tablet, or mobile device and can study anytime, anywhere.
The move away from physical books to eTextbooks means you get the latest, most up-to-date version available. This also makes your training more accessible, so you can study anywhere you have your phone or tablet. The best part is that all materials are included in your training cost so there are NO extra fees for books!**
*A few courses still have physical materials.
Internet Connection
- Broadband or High-Speed - DSL, Cable, and Wireless Connections
*Dial-Up internet connections will result in a diminished online experience. Classroom pages may load slowly and viewing large audio and video files may not be possible.
Hardware Requirements
- Processor - 2GHz Processor or Higher
- Memory - 1 GB RAM Minimum Recommended
PC Software Requirements
- Operating Systems - Windows 7 or higher
- Microsoft Office 2013 or higher. Also, you could use a general Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
- Internet Browsers - Google Chrome is highly recommended
- Cookies MUST be enabled
- Pop-ups MUST be allowed (Pop-up Blocker disabled)
- The Kindle Reader App or VitalSource Bookshelf App are needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.)
- PowerPoint Viewer (if you do not have PowerPoint)
- Adobe PDF Reader
- QuickTime, Windows Media Player &/or Real Player
MAC Software Requirements
- Operating Systems - Mac OS x 10 or higher with Windows
- Mac office programs or a Word Processing application to save and open Microsoft Office formats (.doc, .docx, .xls, .xlsx, .ppt, .pptx)
- Internet Browsers- Google Chrome is highly recommended
- Cookies MUST be enabled
- Pop-ups MUST be allowed (Pop-up Blocker disabled)
- The Kindle Reader App or VitalSource Bookshelf App are needed for many of our courses (No special equipment needed. This can be downloaded for FREE onto your computer.)
- PowerPoint Viewer (if you do not have PowerPoint)
- Adobe PDF Reader
- Apple QuickTime Media Player