STANDARD COMPETENCIES:

 

 I.      Examine marketing orientations

 II.     Review how companies adopt a marketing concept

 III.    Interpret the evolution of hospitality marketing

 IV.     Complete supplemental reading such as:

 V.      The Pursuit of WOW ? Tom Peters

 VI.     Swim with the Sharks ? Harvey McKay

 VII.    Analyze service intangibility

 VIII.   Assess the consumers perception of risk

 IX.     Compare quality control and quality assurance

 X       Evaluate the seasonability of the hospitality business

 XI.     Review the balancing of supply and demand

 XII.    Sketch out a strategic marketing plan

 XIII.   Experiment with writing a mission statement

 XIV.    Practice a mission statement roll?out

 XV.     Name the sources of threats and opportunities

 XVI.    Describe environmental threads

 XVII.   Interpret environmental opportunities

 XVIII.  Question the importance of timing in a strategic planning process

 XIX.    Be able to manage a strategic adjustment

 XX      Review how the economy impacts tourism

 XXI.    Review types of operations ? limited service, full service luxury, etc.

 XXII.   Compare the size of operation in terms and rooms and food and beverage facilities and the impact this has on competition

 XXIII.  Review service levels and guest perceptions

 XXIV.   Measure the importance of property locations

 XXV.    Assess the impact of chain affiliation and reputation of the chain

 XXVI.   Examine basic market patterns

 XXVII.  Identify the criteria for defining useful market segments

 XXVIII. Judge the impact of geographic segmentation

 XXIX.   Design demographic segmentation

 XXX     Illustrate the values of behavioral segmentation

 XXXI.   Define market coverage strategies

 XXXII.  Assemble departmental organization

 XXXIII. Evaluate interdepartmental relationships

 XXXIV.  Review the line level employees impact on the marketing effort

 XXXV.   Define market positioning

 XXXVI.  Complete supplemental reading such as:  The Positioning Statements for Hotels. ? Robert C. Lewis

 XXXVII. Determine customer base

 XXXVIII.Assess the corporate market

 XXXIX.  Name other resources to help sell new markets

 XL      Analyze the sales process

 TOPICAL OUTLINE:

 

 I.      Introduction to Hotel Sales and Marketing.

 II.     Distinctive Aspects of Service Marketing.

 III.    Strategic Marketing Planning.

 IV.     Analyzing the Environment.

 V.      Analyzing the Product and the Competition.

 VI.     Analyzing Sources of Business.

 VII.    Integrating the Marketing Concept at the Property Level.

 VIII.   Sales.

 IX.     Advertising and Public Relations.

 X       Promotions, Merchandising, and Pricing.

 XI.     The Marketing Plan.