Hospitality Marketing Management

Learning Outcomes

Upon successful completion of this course, students are expected to be able to: Explain marketing mix strategies and the processes used in preparing a marketing strategies for a hospitality and tourism organization; Explain principles of segmenting, targeting and positioning; Analyse the marketing processes that leads to decision making; Create a unique selling points and basic marketing plan for a hospitality business.

Topics

This course provides students with concepts, principles, theories and practices of marketing unique to hospitality and tourism industry. The students will utilize the theories and principles discussed in the class and at the same time applying to cases of marketing practices in the region, domestics and international. The students are encouraged to learn about entrepreneurship and view marketing strategies as a buyer and a seller and other factors that underlie the success of marketing and selling and at the same time have a deep understanding of USP (Unique Selling Point). Students are also encouraged to have a societal-marketing concept and emphasis on making the products/services attractive and at the same time demonstrating the ability to create a successful hospitality marketing mix in the future careers. The role of branding, revenue management, e-commerce, advertising, and trends will be explored in lectures and class discussions.

Prerequisite: HM 104 – Hospitality and Tourism Marketing