Main topics of study:

Introduction to Hospitality Marketing:

• The Hospitality Industry
• The Relevance of Marketing & Sales
• Markets & Customers
• The Industry & Its Products
• The Approach to Marketing by the Various Sectors
• The Marketing & Sales Function

Marketing Planning & Strategy:

• The Planning Process
• Market Positioning & Segmentation
• The Product Life Cycle
• The Concept of Branding
• Evaluating Success in Marketing & Sales

Identify Customer Needs:

• The Importance of Identifying Demand
• Methods of Identifying Demand
• The Analysis of Marketing Information
• The Role of Forecasting & Budgeting & Matching Demand to Products

Marketing & Sales Methods:

• Planning, Methods & Control
• Advertising
• Sales Literature
• The Role of Public Relations
• Telephone Selling
• The Use of Technology & Other Media
• The Use of Agencies & Consortiums

Sales Skills & Techniques:

• The Importance of Product Knowledge
• Consumer Behaviour
• Stages of the Selling Process
• Face-To-Face Selling
• The Importance of Customer Care

The Concept & Practice of In-House Selling:

• The Importance of In-House Selling
• Basic Methods, Planning & Control
• Relation to the Various Sectors of the Industry
• In-House Campaigns & Promotions
• The Role of Merchandising
• Staff Training & Motivation

Reading List

Main Texts:

Marketing for the Hospitality Industry – John Rodgers (Hodder & Stoughton)
AND
Fundamentals of Marketing – William Leader & Nick Kyritsis (Stanley Thornes)
OR
Marketing for First Year Degree Students – (BPP Publishing)

Alternative Texts and Further Reading:

Hospitality Sales: A Marketing Approach – Margaret Shaw & Susan Morris (John Wiley & Sons)
Marketing for Hospitality & Tourism – Kotler, Bowen & Makens (Prentice Hall)