HOST 248 - Sales & Marketing Management in HOST

5 Credits

This management-level course features sales and marketing knowledge specific to hospitality and tourism supervisors in emphasis areas such as DMOs, lodging, cruise lines, and event planners. All learners who complete this course will comprehend basic business S&M concepts such as branding, positioning, the four Ps, SWOT and PESTELI Analyses, and the product life cycle. They will also learn industry-specific information such as STR, RTAs, comp sets, publicity, Cvent, incentive and bonus pay, and market segmentation.

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 tourism and/or sales and marketing are urged to complete this management-level course.
Active Date 20210311T08:50:24

Grading System Decimal Grade
Class Limit 32
Shared Learning Environment Yes
Contact Hours: Lecture 55
Total Contact Hours 55
Degree Distributions:
ProfTech Course Yes
Restricted Elective Yes
Course Outline
Learners completing this course will comprehend sales and marketing, in business in general and specific to hospitality and tourism, in the following areas:

Analyses (e.g. SWOT, PESTELI)
Marketing Mix including the 4Ps
Branding and the Product Life Cycle
Positioning and Pricing
Indicators of Success including incentives and bonus structures
Publicity, Advertising, and Public Relations
Strategic Marketing from governments and DMO perspectives

Student Learning Outcomes
Learners will match understandings of key sales and marketing terms with their conceptualizations in case study work.

Learners will examine the correlation between branding, pricing, and positioning.

Learners will develop marketing plans for hospitality and tourism operations that include the improvement or creation of comp sets, SWOT Analyses, and PESTELI Analyses in case studies.

Learners will deconstruct the marketing mix of hospitality and tourism operations in varied emphasis areas (e.g. cruise lines, lodging, DMOs).

Learners will trace the product life cycle of hospitality and tourism products.

Learners will outline best practices in incentive pay and bonus structures for S&M professionals.

Learners will categorize publicity, advertising, public relations, and other terms associated with market-reach.

Learners will identify target, secondary, and tertiary market segments.

Learners will differentiate the principles of personal selling including the role and nature of personal selling attributes.