Hospitality Sales and Marketing


The following modules will introduce you to a thorough understanding of the Hospitality and Tourism Marketing Process, opportunities and strategies and highlighting the latest trends in electronic marketing, destination marketing and planning for the future.

As Peter Drucker once said: “Marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of its final result, that is, from the customer’s point of view....Business success in not determined by the producer but by the customer”.

With that in mind, interested personnel with an interest in sales and marketing would have a greater understanding whilst embarking in this study.

Hospitality, Sales and Marketing Training Programmes

 Module I - Introducing Sales and Marketing for Hospitality and Tourism

 Module II - Developing Hospitality and Tourism  Opportunities/Strategies

 Module III - Developing Hospitality and Tourism  Marketing Opportunities/Strategies  

 


Schedule
Please note, this applies to Modules I to III and their units:

TIME /DAY

UNIT

5:30PM – 6:30PM/Wed & Thurs

MODULE  I – III Topics

6:30-7PM

Break

7PM - 7:30PM

continuation



Module 1- Introducing Sales and Marketing for Hospitality and Tourism

Introduction: Marketing for Hospitality & Tourism

The Hospitality and Tourism Industry Training Department of the National Training and Productivity Centre will be offering the following scheduled program on Hospitality Sales and Marketing and this is an opportunity to upgrade your knowledge in the profession of Marketing and Sales and pursue further in one’s hospitality career development.

Outcomes
On successful completion of this course, students will be able to understand the following:
- To understand the relationships between the hospitality and travel industry.
- Discuss the core concepts of the role of marketing.
- Understand the relationship between customer value, satisfaction and quality.
- Discuss how marketing managers go about developing profitable customer relationship.
- Understand how the marketing concept calls for a customer orientation.

Contents:
- The Purpose of Marketing Mix
- Promotional Mix
- What is marketing?
- Core Marketing Concepts
- Needs, Wants and Demand
- What is a product?
- Value, Satisfaction and Quality
- Marketing and sales concept contrasted
- Marketing Management Philosophies
- The Marketing Future

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of marketing of hospitality and tourism.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the Training Officer (TO).

 

Total Learning Hours Contact Hours: 3; Tutorial: 6; Total: 15
Lectures Wednesday and Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

Service Characteristics for Hospitality, Tourism & Marketing

On successful completion of this course, students will be able to understand the following:
- Describe a service culture.
- Identify four service characteristics that  affect the marketing of a hospitality or travel product
- Explain marketing strategies that are useful in the hospitality and travel industries.

Contents:
- What is a Service Culture?
- Characteristic of Service Marketing
- Management strategies for Service Business
- Overview of Service Characteristics: the Servuction Model

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of marketing of tourism and hospitality.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday: 5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

The role of Marketing in Strategic Planning

On successful completion of this course, students will be able to understand the following:
- Explain companywide strategy planning.
- Understand the concepts of stakeholders, processes, resources, and organization as they relate to a high-performing business.
- Explain the four (4) planning activities of corporate strategic planning.
- Understand the processes involved in defining a company mission and setting goals and objectives.
- Discuss how to design business portfolios and growth strategies.
- Explain the steps involved in the business strategy planning process

Contents:
- Nature of High Performance Business
- Corporate Strategic Planning
- Business Strategic Planning
- Unique Challenges of the Hotel Industry

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of marketing of hospitality and tourism.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student.
Consultation Time Through appointment on email and phone call

 

The Marketing Environment

On successful completion of this course, students will be able to understand the following:
- Discuss the importance of the elements of the company’s microenvironment, including the company, suppliers, marketing intermediaries, customers and public.
- List the macro-environmental forces that affect the company’s ability to serve its customers and describe the levels of competition.
- Explain how changes in the demographic and economic environments affect marketing.
- Identify the major trends in the firm’s natural and technological environments.
- Explain the key changes that occur in the political and cultural environments.
- Discuss how companies can be proactive rather than reactive when responding to environmental trends.

Contents:
- The Company’s Micro-Environment
- The Company’s Macro Environment
- Linked Environmental factors
- Responding to the Marketing Environment

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of the marketing environment..

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial & Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

Marketing Research & Information System

On successful completion of this course, students will be able to understand the following:
- Explain the concept of the marketing information system.
- Identify the different kinds of information the company might use.
- Outline the marketing research process, including defining the problem and research objectives, developing and implementing the research plan, and interpreting and reporting the findings.

Contents:
- The Marketing Information System
- Marketing Research in Smaller Organizations

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of Planning Events.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 


Module II - Developing Hospitality & Tourism Marketing Opportunities/Strategies

Consumer Markets and Consumer Buying Behaviour

On successful completion of this course, students will be able to understand the following:
- Name the elements of the stimulus-response model of consumer behaviour
- Outline the major characteristics affecting consumer behaviour, and list some of the specific cultural, social, personal, and psychological factors that influence consumers
- Explain the buyer decision process and discuss need recognition, information search, evaluation of alternatives, the purchase decision, and post purchase behaviour.

Contents:
- A model of consumer behaviour
- Personal characteristics affecting consumer behaviour
- The buyer decision Process

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of sales and marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday& Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 

 Organizational Buying Behaviour of Group Markets

On successful completion of this course, students will be able to understand the following
- Understand the organizational buying process
- Identify and discuss the importance of the participants in the organizational buying process
- Identify the major influences on organizational buyers
- List the eight stages of the organizational buying process
- Identify and describe the group markets in the hospitality industry

Contents
- The Organizational buying Behaviour
- Participants in the Organizational Buyers
- Major influences on organizational buyers
- Organizational Buying Decision
- Group Business Markets
- Dealing with Meeting Planners
- The Corporate Account and Corporate  Travel Manager

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of marketing and sales.

E-Information:
All pertinent information relating to the course shall be posted on their email address.

Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 

Market Segmentation, Targeting and Positioning

On successful completion of this course, students will be able to understand the following:
- Explain market segmentation, and identify several possible bases for segmenting consumer markets, business markets, and international markets.
- List and distinguish among the requirements for effective segmentation: measurability, accessibility, substantiality, and actionability.
- Outline the process of evaluating market segments, and suggest some methods for selecting market segments.
- Illustrate the concept of positioning for competitive advantage by offering specific examples.
- Discuss choosing and implementing a position strategy, and contrast positioning based on product, service, personnel, and image differentiation.

Contents:
- Market Segmentation
- Market Targeting
- Market Positioning
- Creating Memorable Experiences

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of Sales and Marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 

Designing and Managing Products

On successful completion of this course, students will be able to understand the following:
- Define the term product, including the core, facilitating, supporting, and augmented product.
- Explain how atmosphere, customer interaction with the service delivery, customer interaction with other customers, and customer coproduction are all elements with which one needs to be concerned when designing a product.
- Understand the new product development process.
- Explain the new product development process.
- Understand how the product life cycle can be applied to the industry.

Contents:
- Product Levels
- Augmented Product
- Brand Decisions
- New Product Development
- Product Level through Acquisition
- Product Life Strategies

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of Sales and Marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday& Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call
                    .

Internal Marketing

On successful completion of this course, students will be able to understand the following:
- Understand why internal marketing is an important part of a marketing program.
- Explain what a service culture is and why it is important to have a company where everyone is focused on serving the customer.
- Describe the four-step process involved in implementing an internal marketing program
- Explain why the management of non-routine transactions can create the image of being an excellent service provider

Contents:
- Internal Marketing
- The Internal Marketing Process
- Non-routine transactions

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of Planning Events.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 


 Module III - Developing Hospitality & Tourism Marketing Opportunities/Strategies


Building Customer Loyalty through Quality

On successful completion of this course, students will be able to understand the following:
- Define customer value and customer satisfaction
- Understand the difference between customer satisfaction and customer loyalty
- Discuss attracting new users and retaining current customers by developing relationship marketing
- Know tactics for resolving customer complaints and understand the importance of resolving complaints
- Define quality and discuss the importance of the benefits of quality
- Implement capacity and demand management tactics

Contents
- Defining Customer value and Satisfaction
- Relationship Marketing- Benefits of Customer Loyalty
- The link between marketing and quality
- What is quality
- Benefits of service quality
- Capacity and demand management

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of Sales and Marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday& Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 Distribution Channels

On successful completion of this course, students will be able to understand the following
- Describe the nature of distribution channels, and tell why marketing intermediaries are used.
- Understand the different marketing intermediaries available to the hospitality industry and the benefits each of these intermediaries offer.
- Know how to use the internet as a distribution channel
- Discuss channel behaviour and organization, explaining corporate, contractual, and vertical marketing systems, including franchising.
- Illustrate the channel management decisions of selecting, motivating, and evaluating channel members.
- Identify factors to consider when choosing a business location.

Contents:
- Nature and Importance of distribution systems
- Nature of distribution channels
- Channel behaviour and the organization
- Selecting channel members
- Responsibilities of channel members and suppliers

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of sales and Marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday: 5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 Professional Sales

On successful completion of this course, students will be able to understand the following:
- Explain the role and nature of personal selling and the role of the sales force.
- Describe the basics of managing the sales force.
- Identify the key issues in recruiting, selecting, training, and compensating salespeople.
- Discuss supervising salespeople, including directing, motivation, and evaluating performance.
- Apply the principles of personal selling process, and outline the steps in the selling process.

Contents
- Management of Professional Sales
- Nature of Hospitality sales
- Sales force objectives
- Sales Force structure and size
- Organizing the sales department
- Relationship marketing and strategic alliances
- Recruiting and training a professional sales force
- Managing the Sales Force

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of sales and marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday& Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

Electronic Marketing


On successful completion of this course, students will be able to understand the following
- Describe the relationship between internet marketing, database and direct marketing
- Evaluate a company’s web site and comment on its marketing potential
- Describe how to set up an effective database
- Discuss the growth of email marketing
- Understand how databases can be used to develop direct marketing campaigns

Contents
- Major Forces shaping the internet age
- Digitalization and connectivity
- Marketing strategy in the new digital age
- Ecommerce domains
- Setting up an e marketing presence
- Developing a marketing database for customer research
- Direct marketing 


Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of sales and marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday: 5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call

 

Destination Marketing – the Globalisation of the Tourist Industry

On successful completion of this course, students will be able to understand the following:
- Discuss the benefits of tourism.
- Explain tourism strategies and different options for creating and investing in tourism attractions.
- Understand how to segment and identify visitor segments.
- Explain how central tourist agencies are organized.

Contents:
- The globilization of the tourism industry
- Importance of tourism to a destination economy
- Tourism strategies and investments
- Tourist events and attractions
- Segmenting and monitoring the tourism market
- Communicating with the tourist market
- Organizing and managing tourism marketing

Prerequisite:
The participant must have an industry experience and have at least a pass in Form 6 or equivalent or any interested personnel in the area of Sales and Marketing.

E-Information:
All pertinent information relating to the course shall be posted on their email address. Students are required to check their emails regularly for communication from the TO.
Students are required to check their emails regularly for communication from the TO.

Total Learning Hours Contact Hours: 3; Tutorial and Lab: 6; Total:  15
Lectures Wednesday & Thursday:  5:30pm – 8:30pm
Tutorials Upon discussion with Participants
Self Directed Learning 6 hours per week, determined by the student
Consultation Time Through appointment on email and phone call