HRTM 1201 Syllabus

Subject Code

HRTM

Course Number

1201

Course Title

Hospitality Marketing

Prerequisites

Provisional admission

Corequisites

Terms Offered

Credit Hours

Course Description

This course introduces students to marketing techniques associated with hotel, restaurant, and tourism fields. It focuses on identifying and satisfying the needs of customers. Topics include an introduction to marketing, research and analysis, marketing strategies, marketing plans, social media marketing, branding, positioning, sales, and advertising. Because of the constant change in the marketing strategies used in the hospitality industry, this course will also focus on new marketing techniques that are being used in the hospitality industry.

A work ethic grade is assigned for this course. For more information see Work Ethics.

Course Outcomes

Basics of Marketing

  • Explain the difference between marketing and sales.
  • Identify various marketing terms such as positioning, branding, market share, etc.
  • Describe the different jobs that are offered in the marketing industry.
  • Explain the product life cycle of a hospitality-related product.
  • Understand the importance of research in determining marketing strategy.
  • Describe the steps in the marketing process.
  • Discuss the role of ethics in hospitality marketing.
  • Interpret specific challenges marketers face when crafting worldwide marketing programs.
  • Identify the many hospitality marketing-related associations.
  • Explain what market segmentation is, when to use it, an dhow marketing managers position products.
  • Discuss the principle that marketing is a management tool used to capitalize on what the future holds for the hospitality industry.
  • Understand the importance of perishability in the hospitality industry.
  • Understand why service marketing is so far behind manufacturing.
  • Discuss the importance of delivering what you promise.
  • Explain the problems in marketing the service industry.
  • Describe guerrilla marketing and how this technique can give smaller companies a distinct advantage.
  • Understand the history of marketing and how it impacts marketing today.

Marketing Tools

  • Summarize the changes that have occurred in marketing tools during the past twenty years.
  • Identify new marketing tools and techniques utilized by the tourism industry.
  • Understand how consortium marketing organizations can benefit large organizations.
  • Predict the new marketing tools that will be used in the future.
  • Understand how convention and visitors bureaus and state tourism agencies can assist hospitality-related companies.
  • Explain the importance of online presence.
  • Describe the importance of work-of-mouth advertising.
  • Understand why hospitality-related companies have to develop strong relationships with the local community.
  • Identify the many tools that companies use to improve their mage including logos, menus, brochures, letterhead, etc.
  • Describe the importance of websites in marketing.
  • Explain the importance of using your business card.
  • Describe alternative approaches firms use to enter and compete in global markets.
  • Understand the impact that using an advertising agency can have on advertising.
  • Identify the many types of advertising media that are utilized by companies such as radio, television, billboards, and direct mail.
  • Discover the advantages and disadvantages in utilizing the various forms of advertising.
  • Explain the power of advertising through the internet.
  • Discover advertising through blogs, Twitter, Facebook, LinkedIn, etc.
  • Understand the importance of search engine optimization.
  • Identify the steps taken in the advertising process.

Hospitality Sales

  • Discover the importance of hospitality sales.
  • Identify the skills that are needed to succeed in hospitality sales.
  • Examine customer relationship management in sales.
  • Understand why product knowledge is a competitive advantage for a sales person.
  • Articulate the definition and importance of product differentiation.
  • Identify the ways to minimize cold calling.
  • Discover the 80/20 rule in encouraging repeat customers.
  • Identify the many components of sales such as identifying new customers, overcoming objections, and closing the sale.
  • Discover how to identify your customers.
  • Discover how to identify business leads.

Promotions and Public Relations

  • Understand the promotional mix and the uniqueness of each component and appreciate the value of an integrated marketing communications approach.
  • Identify the ways promotions can assist in increasing sales.
  • Report on the way that hospitality-related companies utilize promotions.
  • Articulate the reason why companies and industries depend on promotions.
  • Discover the importance of merchandizing.
  • Give examples of merchandising tools used such as menus, tent cards, etch.
  • Examine impulse purchasing and the role it takes in promotions.
  • Understand how promotions can be used to pave the road to the introduction of a new company or product.
  • Define the role public relations plays I marketing.
  • Articulate the advantages and the disadvantages of public relations.
  • Understand the purpose of a press release.
  • Articulate the role that blogs play in public relations,
  • Articulate the importance a company's image plays in marketing.

Packaging and Programs

  • Define packaging and how it is utilized in the hospitality industry.
  • Discover the ways packaging can increase sales.
  • Identify the reasons for packaging products together in the hospitality industry.
  • Give examples of packaging that is currently being used.
  • Review the many ways that technology has affected the travel industry and predict the ways that technology will change and improve the industry.
  • Define programming and how it is utilized in the hospitality industry.
  • Discover the ways programming can increase sales.
  • Identify the reasons for programming in the hospitality industry.
  • Give examples of programming that are currently being used.

Marketing Technology

  • Discover effective websites that are presently used in the hospitality industry.
  • Identify the many ways that companies can market their websites to their full potential.
  • Understand the ways that websites can help in the research process.
  • Understand the ways that websites have changed in the past five years.
  • Understand why marketing through the web is such a powerful medium.
  • Identify how Facebook has changed over the past year.
  • Discover the ways companies are now utilizing Facebook to increase sales.
  • Identify a hospitality-related company successfully using Facebook.
  • Understand how to get businesses to your Facebook page.
  • Discover how to create a video using YouTube or the many other distribution channels.
  • Identify how video through the Internet has changed over the past year.
  • Discover the ways companies are now utilizing video to increase sales.
  • Identify a hospitality-related company successfully using video to advertise their business.
  • Understand the importance of viral marketing.
  • Discover the ways companies are now utilizing Twitter to increase sales.
  • Identify a hospitality-related company successfully using Twitter.
  • Understand all of the Twitter terms and tools.