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.
General Education Competency
[GE Core type]
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
II. Course Specification
Course Type
Program Requirement
General Education Competency
[GE Core type]
Semester Contact Hours Lecture
45
Grading Method
Letter grade
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.
- Describe the value of various types of market segmentation for marketing in the hospitality industry.
- Describe and differentiate the characteristics of business and pleasure travel market segments in the industry.
- Describe channels of distribution within the hospitality industry.
- Describe vertical, horizontal, backward and forward integration in the hospitality industry.
- Explain the importance of flexible marketing strategies.
- Describe how marketing efforts benefit from a zero base budgeting process.
- Explain the purpose of marketing research, and describe various types of marketing research and the research techniques and tools.
- Describe common sales tools and explain how changes in technology and economics have reshaped the sales function.
- Describe and demonstrate the role of customer service in marketing. Include the ten step procedure for identifying and addressing customer service problems.
- Describe the use of public relations in marketing hospitality.
- Describe database marketing and its importance in hospitality.
- 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