Standard

Rev.09/03/03

HRT 201 - Hospitality Marketing

Course Description

Introduces students to marketing techniques associated with hotel/restaurant/travel fields with emphasis on identifying and satisfying needs of customers.  Topics include:  marketing introduction, research and analysis, marketing strategies, marketing plans, and salesmanship and advertising


 

Competency Areas

Hours

Marketing Introduction

Class

5

Research and Analysis

D. Lab

0

Marketing Strategies

P. Lab/O.B.I.

0

Marketing Plans

Credit

5

Salesmanship and Advertising

 

 

 

Prerequisite:

Provisional admission

Corequisite:

 

 

Course Guide

 

Competency

After completing this section, the student will:

Hours

Class

D.Lab

P.Lab/

O.B.I.


MARKETING INTRODUCTION

5

0

0

Terminology

Define marketing as it applies to the hospitality industry.

 

 

 

 

Define competition as it applies to the hospitality industry.

 

 

 

 

Define product life cycle as it applies to the hospitality industry.

 

 

 

Macro/micro

Define systems as it applies to the hospitality industry.

 

 

 

 

Define target markets as it applies to the hospitality industry.

 

 

 

 

Define services marketing as it applies to the hospitality industry.

 

 

 

 

Define strategic market plan as it applies to the hospitality industry.

 

 

 

 

Define short-term marketing planning as it applies to the hospitality industry.

 

 

 

Concepts

Discuss the concept of the hospitality and travel marketing environment.

 

 

 

 

Discuss the core principles of marketing.

 

 

 

 

Discuss the organizational objectives and resources elements of hospitality  marketing.

 

 

 

 

State the fundamentals of hospitality marketing.

 

 

 

 

Compare and contrast the various marketing eras associated with the production of goods and services.

 

 

 

 

Discuss the characteristics of customer orientation as practiced in service industries.

 

 

 

 

Identify common relationships among hotel, restaurant, and travel agency operations.

 

 

 

 

Describe the benefits of the hospitality and travel marketing system.

 

 

 

 

Explain the systems approach to marketing management within the hospitality industry.

 

 

 

RESEARCH AND ANALYSIS

10

0

0

Customer characteristics

Describe the characteristics which influence customer behavior.

 

 

 

 

Discuss the factors that influence customers’ perception of hospitality industry services.

 

 

 

 

List the interpersonal factors which are associated with customers’ characteristics.

 

 

 

 

List the steps involved in the buying process.

 

 

 

 

Describe the decision making process hospitality industry customers follow.

 

 

 

Market analysis

Define market analysis as it applies to the hospitality industry.

 

 

 

 

Define market potential analysis as it applies to the hospitality industry.

 

 

 

 

Define feasibility analysis as it applies to the hospitality industry.

 

 

 

 

Define situation analysis as it applies to the hospitality industry.

 

 

 

 

List the steps involved in market analysis.

 

 

 

 

Describe the differences in market analysis and feasibility analysis.

 

 

 

 

Compare and contrast market, feasibility, and situational analysis.

 

 

 

Market research

Define marketing research as it applies to the hospitality industry.

 

 

 

 

Discuss the reasons for performing market research in the hospitality industry.

 

 

 

 

List the steps involved in the marketing research process.

 

 

 

 

Compare and contrast primary and secondary research as applied to hospitality marketing.

 

 

 

 

Distinguish between the various research methods used in developing marketing data.

 

 

 

 

Discuss the advantages and disadvantages of personal interviews, mail surveys, and phone surveys in performing marketing research.

 

 

 

MARKETING STRATEGIES

10

0

0

Segmentation

Explain the role of segmentation within hospitality marketing.

 

 

 

 

Discuss the benefits and limitations of market segmentation as it applies to hospitality marketing.

 

 

 

 

List the criteria used to determine the viability of market segments.

 

 

 

Trend

Discuss the demand and supply trends of the hospitality and travel industry.

 

 

 

 

Describe the trends in segmentation practices of the hospitality and travel industry.

 

 

 

Target markets

Discuss market segment as it applies to determining the target market with the hospitality and travel industry.

 

 

 

 

Describe the action which precedes target market selection.

 

 

 

Marketing mix

Define marketing mix as it applies to hospitality marketing.

 

 

 

 

List the factors which are considered in determining the marketing mix.

 

 

 

Positioning

Define positioning as it applies to marketing strategies within the hospitality and travel industry.

 

 

 

 

Identify the “D” words associated with positioning.

 

 

 

Marketing objectives

Discuss the benefits of identifying marketing objectives.

 

 

 

 

Describe the qualities of a well defined market objective.

 

 

 

 

Discuss the process used in developing marketing objectives for operation within the hospitality industry.

 

 

 

MARKETING PLANS

15

0

0

Requirements

List the requirements for a marketing plan.

 

 

 

 

Explain the difference between a strategic market plan and a marketing plan.

 

 

 

 

Discuss marketing plan budget requirements.

 

 

 

Benefits

Discuss the benefits a business within the hospitality industry derives from a marketing plan.

 

 

 

Developmental steps

Describe the steps involved in developing a marketing plan.

 

 

 

 

Develop a marketing plan for a hospitality business.

 

 

 

Communications

List the elements of the communications process.

 

 

 

 

Contrast explicit communications with implicit communications.

 

 

 

 

Define decode as it applies to the communication process.

 

 

 

 

Define encode as it applies to the communication process.

 

 

 

 

Define noise as it applies to the communication process.

 

 

 

 

Define surrogate cues as it applies to the communication process.

 

 

 

Promotional mix

Define promotional mix as it applies to the marketing plan.

 

 

 

 

List the elements of the promotional mix.

 

 

 

 

List the goals of promotion as they apply to the marketing plan

 

 

 

 

Discuss the relationship of the promotional mix and the marketing mix.

 

 

 

 

Explain the roles that advertising, personal selling, sales promotion, merchandising, public relations, and publicity have in the promotional mix.

 

 

 

SALESMANSHIP AND ADVERTISING

10

0

0

Terminology

Define personal selling as it applies to the hospitality/travel industry.

 

 

 

 

Define sales management as it applies to the hospitality/travel industry.

 

 

 

Personal selling

Explain the personal selling roles as applied to the hospitality/travel industry.

 

 

 

 

List the categories of personal selling as applied to the hospitality/travel industry.

 

 

 

 

Describe the personal selling strategies used in the hospitality/ travel industry.

 

 

 

Sales process

Explain the sales process as it applies to the hospitality/travel industry.

 

 

 

 

Describe the strategies involved in closing a hospitality/travel industry sale.

 

 

 

Sales skills

Explain the functions of a sales manager position in the hospitality/ travel industry.

 

 

 

 

Describe the characteristics of the successful salesperson in the hospitality/travel industry.

 

 

 

 

Describe the contents of a sales plan as applied to the hospitality/travel industry.

 

 

 

 

Develop a sales plan for an operational element within the hospitality/travel industry.

 

 

 

 

Contrast sales skills in the hospitality/travel industry with those found in other industries.

 

 

 

Advertising

Describe the steps in planning for an advertisement for the hospitality industry.

 

 

 

 

List the categories of advertising objectives used in the hospitality industry.

 

 

 

 

Compare and contrast consumer and trade advertising.

 

 

 

 

List and compare the advantages of various advertising formats used in the hospitality industry.

 

 

 

 

Discuss the factors used in selecting advertising media for the hospitality industry.

 

 

 

 

Describe the advantages and disadvantages of various media alternatives available to the hospitality industry.

 

 

 

 

Discuss the role of advertising agencies and how managers in the hospitality industry use their services.

 

 

 

 

Suggested Resources

 

Morrison, A. M.  (1989). Hospitality and travel marketing.  Albany, NY: Delmar.