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Official Course
Description: MCCCD Approval: 06/25/96 |
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HRM270 19966-99999 |
LEC |
3 Credit(s) |
3 Period(s) |
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Hospitality Marketing |
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Essential skills of defining a service market, developing a market plan, and directing personnel to follow market plan. Emphasis on marketing in the hospitality industry and understanding segmentation, positioning and promotion in that market. Prerequisites: None. |
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Cross-References: GAM270 |
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Go to Competencies Go to Outline
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MCCCD Official Course Competencies: |
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HRM270 19966-99999 |
Hospitality Marketing |
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1. |
Describe services marketing and its role in the hospitality industry. (I) |
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Identify and describe the major components involved in the development of a market plan. (II) |
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Identify and describe components of market segmentation and positioning. (III) |
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4. |
Identify and describe methods and techniques for effective hospitality advertising and promotion.(IV) |
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Identify and describe the major components involved in hotel and marketing sales. (V) |
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6. |
Identify and describe the major components involved in restaurant marketing and sales. (VI) |
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7. |
Identify and describe the major components of menu planning and design. (VII) |
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8. |
Identify and describe appropriate pricing strategies. (VII) |
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Go to Description Go to top of Competencies
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MCCCD Official Course Outline: |
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HRM270 19966-99999 |
Hospitality Marketing |
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I. Services Marketing A. Functions of Marketing B. Role of Services Marketing C. Marketing for Hospitality Industry II. Marketing Plans A. Marketing Information Systems B. Marketing Research C. Marketing Plan Development D. The Hospitality Product 1. The Concept as a Product 2. Location 3. Pricing III. Market Segmentation A. Measuring Demand B. Positioning 1. Marketing Mix 2. Target Marketing IV. Advertising and Promotion A. Planning and Management B. Promotions and Public Relations V. Hotel Sales and Marketing A. Defining the Market B. Group Sales Development C. Marketing a National Chain D. Marketing at the Unit Level VI. Restaurant Sales and Marketing A. Defining the Market B. Individual Sales C. Group Sales D. Chain Marketing E. Unit-level Marketing VII. Pricing A. Pricing Theory B. Hotel Pricing C. Restaurant Pricing 1. Menu Planning 2. Menu Design |