Marketing for Hospitality & Tourism

1. Introduction: Marketing for Hospitality & Tourism

Customer Orientation, What is Hospitality & Tourism Marketing? Marketing in the Hospitality Industry Undesirable Customers, Marketing Management, Marketing Management Philosophies, Marketing’s Future, The Internet Changes How We Market Hospitality Products, Core concepts in marketing. Needs, Wants, Demands, Products markets. Marketing management philosophies-Production, Product, Selling, Marketing and societal perspectives. Economic importance of marketing.

2. The importance of marketing in the hospitality industry.

Customer satisfaction, quality, marketing management philosophies, exchange and relationships, markets, designing customer-driven marketing strategy  (selecting customers to serve, marketing management orientations), building profitable customers relationships ( customer relationship management, the changing nature of customer relationships), customer value from customers (customer loyalty and retention, growing share of customer equity)

3. Service Characteristics of Hospitality & Tourism Marketing

The Service Culture, Characteristics of Service Marketing, Management Strategies for Service Businesses, Ritz-Carlton: Taking Care of Those Who Take Care of Customers, Intangibility, inseparability, variability, perishability, management strategies for service business (managing differentiation, managing service quality, resolving customer complaints), tangibilizing the product,

4. Marketing Information Systems & Marketing Research

The Marketing Information System, A “Questionable“ Questionnaire, Research Problem Areas, The Internet: A Great Source of Marketing Information, Marketing Research in Small Business, Marketing Research in Smaller Organizations

5. Understanding and segmenting customers, consumer markets and consumer buyer behavior, Case study

Age, gender, lifestyle, education, and different factors of customers before dividing them into target groups and the positioning process of customers are discussed. Geographic, demographic, psychographic , behavioral segmentation, evaluating segments, selecting segments, choosing a market-coverage strategy,

6. The buyer decision process.

Personal characteristics affecting consumer behavior-cultural, social, personal factors are discussed. The need recognition, information search, evaluation of alternatives, purchase decision, post purchase behavior. Name the elements of the stimulus-response model of consumer behavior. Outline the major characteristics affecting consumer behavior, and list some of the specific cultural, social, personal, and psychological factors that influence consumers. Explain the buyer decision process and discuss need recognition, information search, evaluation of alternatives, the purchase decision, and postpurchase behavior.

7. Market environment, Market segmentation, targeting and positioning, Case study

Microenvironment, macro environment are analyzed. List and discuss the importance of the elements of the company's microenvironment, including the company, suppliers, marketing intermediaries, customers, and public.  Describe the macro environmental forces that affect the company's ability to serve its customers. Explain how changes in the demographic and economic environments affect marketing, and describe the levels of competition. Identify the major trends in the firm's natural and technological environments. Explain the key changes that occur in the political and cultural environments. Discuss how companies can be proactive rather than reactive when responding to environmental trends.

8. Designing and managing products and services, Case Study

New product development. Tourism product life cycle is investigated. Define the term product, including the core, facilitating, supporting, and augmented product. Explain how atmosphere, customer interaction with the service delivery system, customer interaction with other customers, and customer co-production are all elements with which one needs to be concerned when designing a product. Understand branding and the conditions that support branding. Explain the new product development process. Understand how the product life cycle can be applied to the hospitality industry.

9. Pricing the offer, Case Study.

Price is an important factor that plays a significant role in tourism industry. The policy of   pricing products, outline the internal factors affecting pricing decisions, especially marketing objective, marketing mix strategy, costs, and organizational considerations. Identify and define the external factors affecting pricing decisions, including the effects of the market and demand, competition, and other environmental elements. Contrast the differences in general pricing approaches, and be able to distinguish among cost-plus, target profit pricing, value-based pricing, and going rate. Identify the new product pricing strategies of market-skimming pricing and market-penetration pricing. Understanding how to apply pricing strategies for existing products, such as price bundling and price adjustment strategies. Discuss the key issues related to price changes, including initiating price cuts and price increases, buyer and competitor reactions to price changes, and responding to price changes.

10. Distributing the offer, Case Study.

Distributors, suppliers and the channels of distribution are analyzed. Describe the nature of distribution channels, and tell why marketing intermediaries are used. Understand the different marketing intermediaries available to the hospitality industry and the benefits each of these intermediary offers. Know how to use the Internet as a distribution channel. Discuss channel behavior and organization, explaining corporate, contractual, and vertical marketing systems, including franchising. Illustrate the channel management decisions of selecting, motivating, and evaluating channel members. Identify factors to consider when choosing a business location.

11. Communicating the offer, Relationship marketing, Internal marketing, Case study.

The communication with customers and introducing them new product and their perception process of the product are discussed. The marketing strategy of resorts and hotels and its role in external environment. Understand the different public relations activities: press relations, product publicity, corporate communications, lobbying, and counseling. Understand the public relations process: research, establishing marketing objectives, defining the target audience, choosing the PR message and vehicles, and evaluating PR results. Know how the different PR tools are used: publications, events, news, speeches, public service activities, and identity media. Implement a crisis management program in a hospitality business. Discuss the growth and purpose of sales promotion, setting objectives, and selecting consumer -promotion tools.

12. Promoting Products: Communication & Promotion Policy & Advertising

The Communication Process, Thank You – A Great Personal Communication Establishing the Total Marketing Communications Budget Managing & Coordinating Integrated Marketing Communications, Southwest Airlines, Manage the Integrated Marketing Communication Process,Advertising

How Does an Advertising Agency Work? Major Decisions in Advertising Association Advertising

13. Promoting Products: Public Relations & Sales Promotion

Public Relations, Taco Bell Provided Example of Creative Publicity, Major Activities of PR Departments, Publicity, Singapore Suntec Centre, The Public Relations Process, Major Tools in Marketing PR, Public Relations Opportunities for the Hospitality Industry, Crisis Management, Sales Promotion, _{Local Store Marketing}

14. Marketing plan, Case study.

SWOT analyzes of different in hotel industry are discussed. Describe the relationship between Internet marketing, database marketing, and direct marketing. Evaluate a company's web site and comment on its marketing potential. Describe how to set up an effective database. Discuss the growth of e-mail marketing. Understand how databases can be used to develop direct marketing campaigns.

15. Direct online marketing (promoting products, advertisements), Case study.

The role of internet in the promotion of services –online booking, online selling of rooms and services are discussed.