HOSP 151 Hospitality Marketing

This course takes a practical perspective in introducing students to the marketing of hotels, restaurants and clubs. Students are introduced to market segmentation, marketing research, sales, advertising, public relations, promotions, packaging, pricing strategies, revenue maximization, travel purchasing systems, and the future of hospitality marketing.

Credits

3 Credits

HOSP 151Hospitality Marketing

Please note: This is not a course syllabus. A course syllabus is unique to a particular section of a course by instructor. This curriculum guide provides general information about a course.

I. General Information

Department

Business

II. Course Specification

Course Type

Program Requirement

Credit Hours Narrative

3 Credits

Semester Contact Hours Lecture

45

Grading Method

Letter grade

Repeatable

N

III. Catalog Course Description

This course takes a practical perspective in introducing students to the marketing of hotels, restaurants and clubs. Students are introduced to market segmentation, marketing research, sales, advertising, public relations, promotions, packaging, pricing strategies, revenue maximization, travel purchasing systems, and the future of hospitality marketing.

IV. Student Learning Outcomes

Upon completion of this course, a student will be able to:

Explain how marketing activities in the hospitality industry address the needs of many different types of buyers. B. Describe the value of various types of market segmentation for marketing in the hospitality industry. C. Describe and differentiate the characteristics of business and pleasure travel market segments in the industry. D. Describe channels of distribution within the hospitality industry. E. Describe vertical, horizontal, backward and forward integration in the hospitality industry. F. Explain the importance of flexible marketing strategies. G. Describe how marketing efforts benefit from a zero-base budgeting process. H. Explain the purpose of marketing research, and describe various types of marketing research and the research techniques and tools. I. Describe common sales tools and explain how changes in technology and economics have reshaped the sales function. J. Describe and demonstrate the role of customer service in marketing. Include the ten-step procedure for identifying and addressing customer service problems. K. Describe the use of public relations in marketing hospitality. L. Describe database marketing and its importance in hospitality. M. Define packaging in the hospitality industry, describe common types of travel packages and explain packaging’s benefits to consumers and hospitality firms.

V. Topical Outline (Course Content)

Understanding the hospitality industry B. Market segmentation and the hospitality industry 3. Positioning in line with consumer preferences 4. The channels of distribution 5. Consumers and marketing in perspective 6. Market research 7. Sales 8. Customer service 9. Advertising 10. Public relations 11. Promotions 12. Packaging 13. Collateral materials and promotional support 14. Technology and marketing in perspective 15. Database marketing 16. Electronic marketing 17. Understanding rates and fares 18. Pricing strategies 19. Revenue maximization 20. Marketing budget 21. Marketing plans 22. Marketing and the law

VI. Delivery Methodologies

Required Assignments

Chapter homework and case studies with each chapter 1-26 Design, complete and present a marketing plan for your business.

Required Exams

Chapter tests Marketing plan Final exam with certification from the American Hotel and Lodging Association

Required Text

Marketing in the Hospitality Industry. Ronald Nykiel. 5th edition.

Specific Course Activity Assignment or Assessment Requirements

Chapter homework and case studies with each chapter 1-26 Design, complete and present a marketing plan for your business. Chapter tests Marketing plan Final exam with certification from the American Hotel and Lodging Association