HOS-220 Hospitality Marketing and Sales
A comprehensive introduction to procedures and practices involved in services marketing and sales, such as: product research; development and packaging; pricing strategies; advertising and branding; marketing research and market evaluation; promotions; customer relationship management; the sales process lead to close; component parts of a sales presentation; converting features to benefits; and hospitality distribution channels. Focus is placed upon marketing cooperation with all other business functions and disciplines.
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Course Outline
Course Description
A comprehensive introduction to procedures and practices involved in services marketing and sales, such as: product research; development and packaging; pricing strategies; advertising and branding; marketing research and market evaluation; promotions; customer relationship management; the sales process lead to close; component parts of a sales presentation; converting features to benefits; and hospitality distribution channels. Focus is placed upon marketing cooperation with all other business functions and disciplines.
Credit Hours
3Semester(s) Course Will Be Offered
Spring
Course Learning Outcomes
- Differentiate the services marketing mix and services sales from that of hard goods marketing and sales.
- Associate hotel and tourism features with their corresponding benefits.
- Formulate and articulate appropriate methods of service recovery.
- Delineate the component parts of an effective sales process including sales prospecting and closing.
Topic Outline
- 1. Definition of marketing, strategic marketing, and wants, needs, and demands
- 2. The marketing differences between goods and services, creating value, satisfaction and perception, and customer equity
- 3. The five marketing philosophies; challenges inherent in services sales (perishability, inseparability, variability, and intangibility); and converting features to benefits
- 4. The traditional marketing mix elements (the 4 Ps and 7 Ps), forces affecting the mix, and the expanded marketing mix elements required to market services
- 5. Defining markets, market research, and competitive analysis
- a. Market segmentation and fragmentation
- 6. The process of target market selection, market environments, and competitive advantages
- 7. Customer relationship marketing and loyalty
- 8. The marketing plan: mission, objectives, and goals
- 9. Branding, brand positioning, and product life cycle strategies
- 10. Positioning, repositioning, and pricing strategies
- 11. Theories on advertising, promotions, publicity, and public relations
- 12. The psychology of selling, seller and buyer behaviors, and the buying and selling funnels
- 13. Types of sales calls, how to find and qualify leads, and inside vs. field sales
- 14. Component parts of an effective sales presentation, including closing the sale
- 15. Recognizing and overcoming objections
- a. Upselling and suggestive selling
- 16. Utilizing the internet and web-based selling
- a. Hospitality distribution channels and the importance of social media