MARKETING MANAGEMENT IN HOSPITALITY (4 CREDITS)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – discover the importance of marketing to the hospitality industry and outline the steps in the marketing process; LO2 – classify marketing mix development for the hospitality industry; LO3 – construct marketing plan for the hotel industry.

Topics:

1. Marketing in the hospitality and travel industries;
2. Understanding marketplace and customer needs;
3. Designing customer value-driven marketing strategy;
4. Managing customer relationships and capturing value;
5. Capturing value from customers;
6. The changing marketing landscape;
7. The microenvironment;
8. The macroenvironment;
9. Marketing Information and customer insight;
10. Marketing research;
11. Consumer market and consumer buying behaviour;
12. Organizational Buyer Behaviour;
13. Marketing segmentation (S) and targeting (T);
14. Market Positioning (P);
15. Marketing Strategy: Marketing Mix;
16. Product;
17. Pricing;
18. Programming and distribution channel;
19. Promotion mix;
20. Public relations and sales promotions;
21. Profesional sales;
22. Direct and digital marketing;
23. Digital and social media marketing;
24. Customer data bases;
25. Marketing plan section I to V;
26. Marketing plan section VI to X.