Marketing in The Hospitality Industry

Pan Africa Skills & Consulting Ltd
Online study mode
Brunei House, 3rd Floor I Witu Road off Lusaka Road P.O. Box 16481 - 00100 Nairobi, Kenya
3 months
Jun 03 - Jun 04 2020

Course Description

This course takes a practical perspective in introducing learners to the marketing of hotels and restaurants. The course consists of modules  on market segmentation, marketing research, sales, advertising, public relations, product and service promotions, database marketing and direct mail, electronic marketing, rates and fares, travel packages, guest/customer service, pricing strategies, revenue maximization, marketing budget preparation, the marketing plan, laws affecting marketing, reservations systems, property management systems, marketing information systems, travel purchasing systems, and the future of hospitality marketing.

Course Intake: Ongoing

Course Outline

  • Understanding the Hospitality Industry; 
  • Market Segmentation and the Hospitality Industry;
  • Positioning in Line with Consumer Preferences;
  • Consumers and Marketing in Perspective; 
  • Applying Key Marketing Methodologies: Marketing Research;
  • Sales; Customer Service; Advertising; Public
  • Relations; Promotions; Packaging; Collateral
  • Materials and Promotional Support; 
  • Technology and Marketing in Perspective; 
  • Data Base Marketing;
  • Electronic Marketing; 
  • Practical Steps to Maximize Marketing; 
  • The Marketing Budget; 
  • The Hotel/Unit Marketing Plan; 
  • The Corporate/Multi-Unit Marketing Plan; 
  • The Strategic Marketing Plan.

Career Outcomes

At the completion of this course, learners should be able to:
  • Explain how marketing activities in the hospitality industry address the needs of many different types of buyers.
  • Explain the value of various types of market segmentation in the hospitality industry
  • Describe and differentiate the characteristics of business and pleasure travel market segments in the hospitality industries.
  • Describe channels of distribution within the hospitality industry.
  • Describe vertical, horizontal, backward, and forward integration in the hospitality industry.
  • Explain why hospitality companies need flexible marketing strategies.
  • Describe how marketing efforts benefit from a zero-base budgeting process.
  • Explain the purpose of marketing research, and describe various types of marketing research, techniques, and tools.
  • Describe hotel sales tools and procedures, and explain how changes in technology and economics have reshaped the sales function.
  • Describe the role of customer service in marketing, as well as a vital ten-step procedure for identifying and addressing customer service problems.
  • Describe how the operations team can meet guest expectations, and explain ways to handle guest complaints.
  • Describe advertising guidelines and a six-step process that can help marketers develop a successful advertising campaign.
  • Describe public relations and how to apply it, and discuss tips and strategies for successful internal and direct-contact public relations and interactions with the press.
  • Explain various types of promotions and how to implement them successfully.
  • Describe database marketing, summarize key elements of database systems, and explain how to ensure successful database marketing.
  • Describe types of electronic marketing and how to use them in the hospitality industry.
  • Define hospitality industry packaging, explain its benefits to consumers and hospitality firms, and describe common types of travel packages.
  • Describe several types of collateral materials used in the hospitality industry.
  • Describe pricing techniques, and explain the importance of offering customers price ranges and choices in hospitality products and services.
  • Explain how market mix, pricing strategies, and yield management are used to maximize revenue, and identify objectives and key tactics of revenue maximization.
  • Discuss the major components of a marketing budget, and explain how to prepare one.
  • Describe the elements and structure of a marketing plan, and explain how to put one together.
  • Describe major federal laws that directly bear on marketing.
  • Describe technological applications and trends affecting the hospitality industry and consumers.
  • Identify the purposes of rate strategies set by hotels, air carriers, and rental car firms, describe hotel room rate ranges, and provide examples of rate strategies based on the grid-positioning concept.

Price: EUR 450

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