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Course Description
Provides students with a customer-oriented approach to marketing in hospitality and tourism. Techniques available to hotels, restaurants, tourism and travel businesses are described and evaluated, including packaging, the travel trade, advertising, sales promotion, merchandising, and personal selling.
Pre-requisite
Hospitality and Tourism Management majors only.
Course Objectives
- Explain what being customer-oriented means and why it is so important in our industry.
- Compare and contrast the marketing of services with the marketing of products.
- List and arrange in order the steps of the hospitality and travel marketing system.
- Describe the personal and interpersonal factors that affect customers buying decisions.
- Explain the contents of market, feasibility, and situation analyses.
- Distinguish between major marketing research techniques and explain their advantages and disadvantages.
- Explain the terms market segmentation and target market.
- List the criteria available for segmenting markets.
- Define marketing strategy and describe its use.
- Explain the major market trends in the hospitality industry.
- Describe positioning and how it is used.
- Explain how marketing objectives, plans, and budgets are developed.
- List the 4 Ps of marketing and four other 4 Ps of hospitality and travel marketing.
- Explain the importance of service and service quality to marketing.
- Explain the importance of packaging and programming.
- Describe the travel trade and list the travel trade intermediaries.
- List the elements of the promotional mix.
- Identify the advantages and disadvantages of various advertising techniques and their use in the hospitality and travel industry.
Course Topics
- Marketing and Customer Orientation
- Why the Marketing of Services Different from the Marketing of Products?
- The Hospitality and Travel Marketing System
- Customer Behavior and its Impact on the Hospitality and Travel Industry
- Market and Feasibility Analyses
- The Situation Analysis
- Marketing Research in the Hospitality and Travel Industry
- Marketing Segmentation
- Strategies and Target Markets
- Positioning
- Marketing Objectives
- Marketing Mix
- The Product/Service Mix
- Partnership
- External and Internal Customers
- Service Quality
- Relationship Marketing
- The Customer Mix
- Packaging and Programming
- Steps in Developing an Advertising Plan
- Message Strategies
- Advertising Media
Textbook
Visit the HTM Undergraduate Courses Textbooks page to check information on the required textbook for this course.
Instructor Information
Xinran Y. Lehto, PhD
Office: Matthews 128B
Phone: (765) 496-2085
E-mail: xinran@purdue.edu
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