Marketing of Hospitality Services

Professional Development Institute of Tourism
Parksville, British Columbia, Canada

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This course is designed to provide students with basic knowledge and practical experience that will enable them to develop strategic and operating marketing plans for hospitality properties. It stresses the marketing orientation as a management philosophy that guides the design and delivery of guest services.

Evaluation: The student must complete sixteen basic, self-scoring review quizzes, four progress test, and a comprehensive final examination.

Learning Resource: Marketing of Hospitality Services by:
William Lazer, Ph.D.
Roger M. Layton, A.M.

Learning Objectives: At the completion of this course, students should be able to:

1. Trace the evolution of marketing thought to its current focus on the needs
and wants of consumers and identify the broad range of management
functions and decisions that are or should be influenced by marketing
considerations.
2. Identify distinctive aspects of marketing within service industries in relation
to the intangibility of services, service encounters, service chains, and
service quality.
3. Use the strategic planning process to develop and implement strategic
marketing plans.
4. Design an appropriate marketing mix to meet guest needs and achieve
company goals.
5. Identify and make effective use of several variables that affect the
hospitality purchasing decisions of individual guests.
6. Describe how corporate purchasing differs from individual purchasing and
identify the significant steps and variables in the corporate purchasing
process.
7. Identify significant sources of demographic, income/wealth, and lifestyle
information and use these sources to anticipate future developments and
to develop products and services that will meet the emerging needs of
current and future guests.
8. Explain several methods of segmenting and targeting markets, and use
market segmentation criteria effectively.
9. Identify the kinds of marketing data needed for effective marketing efforts,
apply the marketing research process to solve marketing problems, and
design marketing information systems that meet a hospitality company’s
real marketing needs.
10. Design a product/service mix (or product offer) that meets guest and
company needs.
11. Design and use a distribution mix of hospitality networks to deliver
hospitality products services effectively and efficiently.
12. Use pricing mix strategies and tactics as an active and critical
component of the overall marketing plan.
13. Identify the components and interrelationships of the communications
mix.
14. Analyze and use advertising, public relations, personal selling,
merchandising, and promotion to better achieve company goals and
objectives.
15. Design a service delivery system that recognizes and enhances the
moments of truth that are characteristic of the hospitality provider’s daily
interactions with guests.
16. Establish an environment that facilitates and drives hospitality marketing
by promoting innovation, creativity, and entrepreneurship.
17. Develop an orientation toward the future to better anticipate developing
hospitality markets and design products and services to meet these
emerging markets.

...''

Phone:250-248-2010

School Address:

Professional Development Institute of Tourism
P. O. Box 278, Suite 2 - 141 Memorial Avenue
Parksville, British Columbia, CANADA, V9P-2G4
Phone 250-248-2010
Fax 250-248-9413

Jobs & Resumes: Parksville
Houses & Roommates: Parksville

Front Office Procedures
Housekeeping Management
Security and Loss Prevention Management
Hospitality Industry Computer Systems
Hospitality Supervision
Quality Sanitation Management
Food & Beverage Service
Planning and Control for Food & Beverage Operations
Bar & Beverage Management
Tourism and the Hospitality Industry
Hospitality Sales & Marketing
Convention Management and Service
Basic Financial Accounting for the Hospitality Industry
Managerial Accounting for the Hospitality Industry
Managing for Quality in the Hospitality Industry
Training for the Hospitality Industry
Human Resources Management
Contemporary Club Management
Facilities Management

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