Course Description:

This course is designed to provide students with a solid background in hospitality sales and marketing 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.
The focus is on practical sales techniques for selling to targeted markets.

1. Distinguish marketing from sales and identify trends that affect marketing and sales in the hospitality industry.
2. Identify and describe the key steps of a marketing plan.
3. Summarize the duties and responsibilities of positions typically found in a hotel marketing and sales office.
4. Describe the five steps of a presentation sales call.
5. Explain the basics of effective telephone communication and describe various types of outgoing and incoming telephone calls related to the marketing and sales function.
6. Describe internal marketing and sales.
7. the role of advertising, public relations, and publicity in reaching prospective guests.
8. Summarize how hospitality properties are meeting the needs of business travelers.
9. Explain how hospitality properties are meeting the needs of leisure travelers.
10. Describe travel agencies and the travelers they serve.
11. Summarize how hotels market and sell to meeting planners.
12. Identify considerations for marketing hospitality products and services to international travelers and other special segments such as honeymooners, sports teams, and government travelers.
13. Summarize trends affecting the food and beverage industry, and describe positioning strategies and techniques for restaurants and lounges.
14. Explain how hotels market and sell catered events and meeting rooms.

[ TOPICS ]

1. Introduction to Hospitality Marketing and Sales
2. The Marketing Plan: The Cornerstone of Sales
3. Managing the Marketing and Sales Office
4. Personal Sales
5. Telephone Sales
6. Internal Marketing and Sales
7. Advertising and Public Relations
8. Marketing to Business Travelers
9. Marketing to Leisure Travelers
10. Marketing to Travel Agents
11. Marketing to Meeting Planners
12. Marketing to Special Segments
13. Marketing Restaurants and Lounges
14. Marketing Catered Events and Meeting Rooms