Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Roadmap Hospitality Marketing

833 views

Published on

Syllabus Hospitality Marketing

Published in: Education
  • Be the first to comment

  • Be the first to like this

Roadmap Hospitality Marketing

  1. 1. Course Roadmap HOSPITALITYHOSPITALITY MARKETINGMARKETING HOSPITALITYHOSPITALITY MARKETINGMARKETING HOSPITALITYHOSPITALITY MARKETINGMARKETING HOSPITALITYHOSPITALITY MARKETINGMARKETING NurNur AgustinusAgustinus January 2019January 2019 NurNur AgustinusAgustinus January 2019January 2019
  2. 2. Facilitator/InstructorFacilitator/Instructor • Nur Agustinus • Psychologist, Writer, Lecturer • Office: Bina Grahita Mandiri • Email: agustinus.nur@gmail.com • HP/WA: 0818307319 • FB/IG: Nur Agustinus • www.nuragustinus.com • Nur Agustinus • Psychologist, Writer, Lecturer • Office: Bina Grahita Mandiri • Email: agustinus.nur@gmail.com • HP/WA: 0818307319 • FB/IG: Nur Agustinus • www.nuragustinus.com • Nur Agustinus • Psychologist, Writer, Lecturer • Office: Bina Grahita Mandiri • Email: agustinus.nur@gmail.com • HP/WA: 0818307319 • FB/IG: Nur Agustinus • www.nuragustinus.com • Nur Agustinus • Psychologist, Writer, Lecturer • Office: Bina Grahita Mandiri • Email: agustinus.nur@gmail.com • HP/WA: 0818307319 • FB/IG: Nur Agustinus • www.nuragustinus.com
  3. 3. Course Description • This course introduces the principles, concepts and systems utilized in the marketing areas within the hospitality industry. Information on market segmentation, marketing research, public relations, promotions, packaging, pricing strategies and the future of hospitality marketing. • This course introduces the principles, concepts and systems utilized in the marketing areas within the hospitality industry. Information on market segmentation, marketing research, public relations, promotions, packaging, pricing strategies and the future of hospitality marketing. • This course introduces the principles, concepts and systems utilized in the marketing areas within the hospitality industry. Information on market segmentation, marketing research, public relations, promotions, packaging, pricing strategies and the future of hospitality marketing. Course GoalsCourse Goals • This course aims to develop student’s ability to analyze the distinctive marketing needs of services. It relies upon practical, real world case studies on a variety of diverse areas of marketing to give students a broader knowledge of key issues and the business environment to which decision making skills can be applied. • This course aims to develop student’s ability to analyze the distinctive marketing needs of services. It relies upon practical, real world case studies on a variety of diverse areas of marketing to give students a broader knowledge of key issues and the business environment to which decision making skills can be applied. • This course aims to develop student’s ability to analyze the distinctive marketing needs of services. It relies upon practical, real world case studies on a variety of diverse areas of marketing to give students a broader knowledge of key issues and the business environment to which decision making skills can be applied.
  4. 4. Course ObjectivesCourse Objectives Upon completion of this course, the student should be able to: • Explain and expound upon the basics of marketing • Evaluate the Hospitality industry, market segmentation and determine market positioning • Identify and explain the marketing methodologies related to packaging, collateral material and promotional support. • Apply pricing strategies and rates to maximize revenues • Develop marketing plans and budgets to maximize limited resources • Demonstrate an understanding of the new trends in marketing technology (social media, mobile applications and E‐Marketing application) and how they are changing marketing in the restaurant and hospitality industry. Upon completion of this course, the student should be able to: • Explain and expound upon the basics of marketing • Evaluate the Hospitality industry, market segmentation and determine market positioning • Identify and explain the marketing methodologies related to packaging, collateral material and promotional support. • Apply pricing strategies and rates to maximize revenues • Develop marketing plans and budgets to maximize limited resources • Demonstrate an understanding of the new trends in marketing technology (social media, mobile applications and E‐Marketing application) and how they are changing marketing in the restaurant and hospitality industry. Upon completion of this course, the student should be able to: • Explain and expound upon the basics of marketing • Evaluate the Hospitality industry, market segmentation and determine market positioning • Identify and explain the marketing methodologies related to packaging, collateral material and promotional support. • Apply pricing strategies and rates to maximize revenues • Develop marketing plans and budgets to maximize limited resources • Demonstrate an understanding of the new trends in marketing technology (social media, mobile applications and E‐Marketing application) and how they are changing marketing in the restaurant and hospitality industry. Upon completion of this course, the student should be able to: • Explain and expound upon the basics of marketing • Evaluate the Hospitality industry, market segmentation and determine market positioning • Identify and explain the marketing methodologies related to packaging, collateral material and promotional support. • Apply pricing strategies and rates to maximize revenues • Develop marketing plans and budgets to maximize limited resources • Demonstrate an understanding of the new trends in marketing technology (social media, mobile applications and E‐Marketing application) and how they are changing marketing in the restaurant and hospitality industry. Upon completion of this course, the student should be able to: • Explain and expound upon the basics of marketing • Evaluate the Hospitality industry, market segmentation and determine market positioning • Identify and explain the marketing methodologies related to packaging, collateral material and promotional support. • Apply pricing strategies and rates to maximize revenues • Develop marketing plans and budgets to maximize limited resources • Demonstrate an understanding of the new trends in marketing technology (social media, mobile applications and E‐Marketing application) and how they are changing marketing in the restaurant and hospitality industry. Upon completion of this course, the student should be able to: • Explain and expound upon the basics of marketing • Evaluate the Hospitality industry, market segmentation and determine market positioning • Identify and explain the marketing methodologies related to packaging, collateral material and promotional support. • Apply pricing strategies and rates to maximize revenues • Develop marketing plans and budgets to maximize limited resources • Demonstrate an understanding of the new trends in marketing technology (social media, mobile applications and E‐Marketing application) and how they are changing marketing in the restaurant and hospitality industry.
  5. 5. Rules #1Rules #1
  6. 6. Rules #2Rules #2
  7. 7. Rules #3Rules #3
  8. 8. Rules #4Rules #4
  9. 9. Rules #5: Make a ReflectionRules #5: Make a Reflection
  10. 10. What we will study this semester: What we will study this semester:
  11. 11. Week 1: Introduction to Hospitality Marketing
  12. 12. Week 2: Segmentation, Targeting & PositioningWeek 2: Segmentation, Targeting & Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
  13. 13. Week 3: SWOT Analysis
  14. 14. Week 4: Marketing Mix – 4PsWeek 4: Marketing Mix – 4Ps
  15. 15. Week 5: Competitor Analysis Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service. A competitive analysis is a critical part of your company marketing plan. Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service. A competitive analysis is a critical part of your company marketing plan.
  16. 16. Week 6: Price Analysis In marketing, Price Analysis refers to the analysis of consumer response to theoretical prices in survey research. In general business, price analysis is the process of examining and evaluating a proposed price without evaluating its separate cost elements and proposed profit. In marketing, Price Analysis refers to the analysis of consumer response to theoretical prices in survey research. In general business, price analysis is the process of examining and evaluating a proposed price without evaluating its separate cost elements and proposed profit. In marketing, Price Analysis refers to the analysis of consumer response to theoretical prices in survey research. In general business, price analysis is the process of examining and evaluating a proposed price without evaluating its separate cost elements and proposed profit.
  17. 17. Week 7: Marketing PlanWeek 7: Marketing Plan If you fail to plan, you are planning to fail.
  18. 18. Week 8:Week 8: Mid ExaminationMid ExaminationWeek 8:Week 8: Mid ExaminationMid Examination
  19. 19. Week 9: Product Life Cycle Strategies The product life cycle describes the period of time over which an item is developed, brought to market and eventually removed from the market. The cycle is broken into four stages: introduction, growth, maturity and decline. The product life cycle describes the period of time over which an item is developed, brought to market and eventually removed from the market. The cycle is broken into four stages: introduction, growth, maturity and decline. The product life cycle describes the period of time over which an item is developed, brought to market and eventually removed from the market. The cycle is broken into four stages: introduction, growth, maturity and decline.
  20. 20. Week 10: Service Marketing – 7PsWeek 10: Service Marketing – 7Ps
  21. 21. Week 11: Understanding Customer BehaviorWeek 11: Understanding Customer Behavior
  22. 22. Week 12: Customer Relationship
  23. 23. Week 13: Marketing Channel
  24. 24. Week 14:Week 14: BrandingBrandingWeek 14:Week 14: BrandingBranding
  25. 25. Week 15: Role of Technology & Social Media in Marketing Week 15: Role of Technology & Social Media in Marketing
  26. 26. Week 16: Final ExaminationWeek 16: Final Examination

×