MARKETING MANAGEMENT IN HOSPITALITY (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Define hospitality marketing concept and outline the steps in the marketing process; Outline 8Ps approaches to hospitality marketing; Apply integrated marketing plan strategy in the hospitality business; Analyze marketing environment; Prepare marketing plan.

Topics:

1. Introduction of Marketing for Hospitality and Tourism;
2. Service Characteristics;
3. The Role of Marketing in Strategic Planning;
4. Marketing Environment;
5. Traditional 4Ps of Marketing;
6. Additional 4Ps of Hospitality and Travel Marketing;
7. Consumer Markets and Consumer Buying Behavior;
8. Organizational Buyer Behavior of Group Market;
9. Marketing Information System and Marketing Research;
10. Internal Marketing;
11. Market Segmentation;
12. Market Targeting and Positioning;
13. Designing and Managing Products;
14. Pricing Products;
15. Channel;
16. Communication and Promotion Policy;
17. Advertising;
18. Public Relations;
19. Sales Promotion;
20. Professional Sales;
21. Direct Marketing;
22. Online Marketing;
23. Marketing Plan I;
24. Marketing Plan II;
25. Marketing Plan III- Part A;
26. Marketing Plan III- Part B.