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.**