Marketing for Hospitality & Tourism

Marketing for Hospitality & Tourism

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SUBJECT SYLLABUS

Marketing for Hospitality & Tourism

The Institute of Commercial Management

tel: +44 (0) 1202 490555 - fax: +44 (0) 1202 490666 - email: icm@icm.ac.uk - web: www.icm.ac.ukMarketing for Hospitality & Tourism

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Introduction: Marketing for Hospitality & Tourism

Customer Orientation

What is Hospitality & Tourism Marketing?

Marketing in the Hospitality Industry

Undesirable Customers

Marketing Management

Marketing Management Philosophies

Marketing's Future

The Internet Changes How We Market Hospitality Products

Great Leaders

Service Characteristics of Hospitality & Tourism Marketing

The Service Culture

Characteristics of Service Marketing

Management Strategies for Service Businesses

Ritz-Carlton: Taking Care of Those Who Take Care of Customers

Overview of Service Characteristics: The Servuction Model

The Role of Marketing in Strategic Planning

o Nature of High-performance Businesses

Corporate Strategic Planning

A Strategic Look at Starbucks Coffee

Business Strategy Planning

Unique Challenges of the Hotel Industry

The Marketing Environment

The Company's Micro-environment

The Company's Macro-environment

Managing in Uncertain Times

Popcorn's Cultural Trends

Linked Environmental Factors

Responding to the Marketing Environment

Marketing Information Systems & Marketing Research

The Marketing Information System

A "Questionable" Questionnaire

Research Problem Areas

The Internet: A Great Source of Marketing Information

Marketing Research in Small Business

Marketing Research in Smaller Organizations

Consumer Markets & Consumer Buying Behaviour

A Model of Consumer Behaviour

Personal Characteristics Affecting Consumer Behaviour

Senior Consumers

The San Diego Padres Baseball Club

The Buyer Decision Process

Unique Aspects of Hospitality & Travel Consumers Marketing for Hospitality & Tourism

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Organizational Behaviour of Group Market

The Organizational Buying Process

Participants in the Organizational Buying Process

Major Influences on Organizational Buyers

Organizational Buying Decisions

Group Business Markets

Dealing with Meeting Planners

The Corporate Account & Corporate Travel Manager

Market Segmentation, Targeting, and Positioning

Markets

Market Segmentation

Jollibee: A Regional Fast Food Chain

Targeting Families by Targeting Kids

Market Targeting

"Elite-Napping" the Business Traveller

Market Positioning

Airline Positioning: Southwest Airlines

Designing & Managing Products

What is a Product?

Product Levels

Augmented Product

Brand Decisions

New Product Development

The National Food Laboratory Helps Restaurants Develop New Products & Improve Existing Products

Restaurants & Hotels Develop New Product Ideas

Product Development Through Acquisition

Product Life-cycle Strategies

Internal Marketing

Internal Marketing

When Employee Communications go Against Customer Expectations

The Internal Marketing Process

Nonroutine Transactions

Building Customer Loyalty Through Quality

Defining Customer Value & Satisfaction

Tracking Customer Satisfaction

Relationship Marketing

Retaining Customers

The Link Between Marketing & Quality

What is Quality?

Benefits of Service Quality

Developing a Service Quality Program

The Five-gap Model of Service Quality

Forecasting Market Demand Marketing for Hospitality & Tourism

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