| Marketing of Hospitality Services Course Description: This course is
designed to provide students with basic knowledge and practical experience that will
enable them to develop strategic and operating marketing plans for hospitality properties.
It stresses the marketing orientation as a management philosophy that guides the design
and delivery of guest services.
Evaluation: The student must complete sixteen basic, self-scoring review quizzes,
four progress test, and a comprehensive final examination.
Learning
Resource: Marketing of Hospitality Services by:
William Lazer, Ph.D.
Roger M. Layton, A.M.
Learning Objectives: At the completion of this
course, students should be able to:
1. Trace the evolution of marketing thought to its current
focus on the needs
and wants of consumers and identify the broad range of management
functions and decisions that are or should be influenced by
marketing considerations.
2. Identify distinctive aspects of marketing within service industries in relation
to the intangibility of services, service encounters, service chains,
and
service quality.
3. Use the strategic planning process to develop and implement strategic
marketing plans.
4. Design an appropriate marketing mix to meet guest needs and achieve
company goals.
5. Identify and make effective use of several variables that affect the
hospitality purchasing decisions of individual guests.
6. Describe how corporate purchasing differs from individual purchasing and
identify the significant steps and variables in the corporate
purchasing process.
7. Identify significant sources of demographic, income/wealth, and lifestyle
information and use these sources to anticipate future developments and
to develop products and services that will meet the emerging needs of
current and future guests.
8. Explain several methods of segmenting and targeting markets, and use
market segmentation criteria effectively.
9. Identify the kinds of marketing data needed for effective marketing efforts,
apply the marketing research process to solve marketing problems, and
design marketing information systems that meet a hospitality company's
real marketing needs.
10. Design a product/service mix (or product offer) that meets guest and company needs.
11. Design and use a distribution mix of hospitality networks to deliver
hospitality products services effectively and efficiently.
12. Use pricing mix strategies and tactics as an active and critical
component of the overall marketing plan.
13. Identify the components and interrelationships of the communications mix.
14. Analyze and use advertising, public relations, personal selling,
merchandising, and promotion to better achieve company
goals and objectives.
15. Design a service delivery system that recognizes and enhances the
moments of truth that are characteristic of the hospitality
provider's daily
interactions with guests.
16. Establish an environment that facilitates and drives hospitality marketing
by promoting innovation, creativity, and entrepreneurship.
17. Develop an orientation toward the future to better anticipate developing
hospitality markets and design products and services to
meet these
emerging markets.
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