HRTM Hospitality Marketing ( version L )

Transcription

1 HRTM Hospitality Marketing ( version 213L ) Course Title Course Development Learning Support Hospitality Marketing Standard No Course Description Introduces students to marketing techniques associated with hotel/restaurant/tourism fields with emphasis on identifying and satisfying needs of customers. Topics include: marketing introduction, research and analysis, marketing strategies, marketing plans, social media marketing, branding, positioning, sales and advertising. Because of the constant change in marketing strategies in the hospitality industry, this course will also focus on new marketing techniques that are being used in the hospitality industry. Pre-requisites Pre-requisites: All Required Program Admission Co-requisites Co-requisites: None Course Length Minutes Contact Hour Semester Credit WLU Lecture: Lab 2: Lab 3: Total: Semester Credit Hours: Breakout Detail of Lab 3 Practicum/Internship Clinical Competencies & Outcomes Order Description Lecture Lab 2 Lab 3 Total Min Credit Hrs Pract Intern Clinical 1 Basics of Marketing Explain the difference between marketing and sales. 2 Identify various marketing terms such as positioning, branding, market share, etc. 3 Describe the different jobs that are offered in the marketing industry. 4 Explain the product life cycle of a hospitality-related product. 5 Understand the importance of research in determining marketing strategy. 6 Describe the steps in the marketing process. 7 Discuss the role of ethics in hospitality marketing. 8 Interpret specific challenges marketers face when crafting worldwide marketing

2 programs. 9 Identify the many hospitality marketing-related associations. 1 Explain what market segmentation is, when to use it, and how marketing managers position products. 11 Discuss the principle that marketing is a management tool used to capitalize on what the future holds for the hospitality industry. 12 Understand the importance of perishability in the hospitality industry. 13 Understand why service marketing so far behind manufacturing. 14 Discuss the importance of delivering what you promise. 15 Explain the problems in marketing the service industry. 16 Describe guerilla marketing and how this technique can give smaller companies a distinct advantage. 17 Understand the history of marketing and how it impacts marketing today. 2 Marketing Tools 6 6 Order Description Learning Domain 1 Summarize the changes that have occurred in marketing tools during the past twenty years. Level of Learning 2 Identify new marketing tools and techniques utilized by the tourism industry. 3 Understand how consortium marketing organizations can benefit large organizations. 4 Predict the new marketing tools that will be used in the future. Application 5 Understand how convention and visitors bureaus and state tourism agencies can assist hospitality-related companies. 6 Explain the importance of online presence. 7 Describe the importance of word of mouth advertising. 8 Understand why hospitality-related companies have to develop strong relationships with the local community. 9 Identify the many tools that companies use to improve their image including logos, menus, brochures, letterhead, etc. 1 Describe the importance of websites in marketing. 11 Explain the importance of using your business card. 12 Describe alternative approaches firms use to enter and compete in global markets. 13 Understand the impact using an advertising agency can have on advertising. 14 Identify the many types of advertising media that is utilized by companies such as radio, television, billboards and direct mail. 15 Discover the advantages and disadvantages in utilizing the various forms of advertising. Application 16 Explain the power of advertising through the internet.

3 17 Discover advertising through blogs, Twitter, Facebook, LinkedIn, etc. Application 18 Understand the importance of search engine optimization. 19 Identify the steps taken in the advertising process. 3 Hospitality Sales Discover the importance of hospitality sales. Application 2 Identify the skills that are needed to succeed in hospitality sales. 3 Examine customer relationship management in sales. Analysis 4 Understand why product knowledge is a competitive advantage for a sales person. 5 Articulate the definition and importance of product differentiation. Application 6 Identify the ways to minimize cold calling. 7 Discover the 8/2 rule in encouraging repeat customers. Application 8 Identify the many components of sales such as identifying new customers, overcoming objections, and closing the sale. 9 Discover how to identify your customers. Application 1 Discover how to identify business leads. Application 4 Promotions and Public Relations 3 3 Order Description Learning Domain 1 Understand the promotional mix and the uniqueness of each component and appreciate the value of an integrated marketing communications approach. Level of Learning 2 Identify the ways promotions can assist in increasing sales. 3 Report on the way that hospitality-related companies utilize. Application 4 Articulate the reason why companies and industries depend on promotions. Application 5 Discover the importance of merchandizing. Application 6 Give examples of merchandising tools used such as menus, tent cards, etc. 7 Examine impulse purchasing and the role it takes in promotions. Analysis 8 Understand how promotions can be used to pave the road to the introduction of a new company or product. 9 Define the role public relations plays in marketing. 1 Articulate the advantages and the disadvantages of public relations. Application 11 Understand the purpose of a press release. 12 Articulate the role that blogs play in public relations. Application 13 Articulate the importance a company's image plays in marketing. Application

4 5 Packaging and Programs Define packaging and how it is utilized in the hospitality industry. 2 Discover the ways packaging can increase sales. Application 3 Identify the reasons for packaging products together in the hospitality industry. 4 Give examples of packaging that is currently being used. 5 Review the many ways that technology has affected the travel industry and predict the ways that technology will change and improve the industry. 6 Define programming and how it is utilized in the hospitality industry. 7 Discover the ways programming can increase sales. Application 8 Identify the reasons for programming in the hospitality industry. 9 Give examples of programming that is currently being used. 6 Marketing Technology Discover effective websites that are presently used in the hospitality industry. Application 2 Identify the many ways that companies can market their websites to their full potential. 3 Understand the ways that websites can help in the research process. 4 Understand the ways that websites have changed in the past five years. 5 Understand why marketing through the web is such a powerful media. 6 Identify how Facebook has changed over the past year. 7 Discover the ways companies are now utilizing Facebook to increase sales. Application 8 Identify a hospitality-related company successfully using Facebook. 9 Understand how to get businesses to your Facebook page. 1 Discover how to create a video using YouTube or the many other distribution channels. Application 11 Identify how video through the Internet has changed over the past year. 12 Discover the ways companies are now utilizing video to increase sales. Application 13 Identify a hospitality-related company successfully using video to advertise their business. 14 Understand the importance of viral marketing. 15 Discover the ways companies are now utilizing Twitter to increase sales. Application 16 Identify a hospitality-related company successfully using Twitter. 17 Understand all of the Twitter terms and tools.

5 Competency Totals: Lecture 225 Lab 2 Lab 3 Total Min 225 Cred Hrs 3 Pract Intern Clinical