HOST 248 - Hospitality/Tourism Marketing

5 Credits

Hospitality and marketing locally and internationally.

Course Note For students and professionals in the hospitality industry
Fees

Quarters Typically Offered

Spring Day, Online

Designed to Serve Students interested in hospitality and in degree and certificate programs in hotel, tourism and travel. Professionals in the hospitality industry.
Active Date 2011-08-08

Grading System Decimal Grade
Class Limit 32
Shared Learning Environment Yes
Contact Hours: Lecture 55 Lab 0 Worksite 0 Clinical 0 Other 0
Total Contact Hours 55
Degree Distributions:
ProfTech Course Yes
Restricted Elective Yes
Course Outline
Introduction to marketing and service characteristics Internal and External environments Market research basics Buyer Behavior Segmentation of markets Product as part of the marketing mix Internal marketing and HR management Pricing Distribution channels in the hospitality industry Promotion Developing a marketing plan

Student Learning Outcomes
Describe the nature of distribution channels, vertical marketing systems and franchising.

Discuss the key issues related to price changes, pricing decision, and internal and external factors affecting pricing.

Implement an internal marketing program and explain why it is important.

Understand and describe customer value and customer satisfaction and methods of complaint resolution.

Define the role of marketing, discuss its core concepts, and understand that marketing concepts call for a customer orientation.

Explain and understand the micro and micro-environmental factors in a company that affect its planning and marketing including demographic, economic, political, technological and cultural considerations and changes.

Explain different promotional tools, budgeting, and factors affecting the promotion mix.

Explain market segmentation, the process for evaluating market segments, positioning and implementing strategy.

Explain the principles of the personal selling process and the role and nature of personal selling.

Identify major characteristics affecting consumer behavior and explain the buyer decision process.