STANDARD COMPETENCIES:

 

 I.      Conduct a thorough situation analysis that involves a product analysis, a market analysis, and a competition analysis.

 II.     Develop a strategic marketing plan that directs the marketing efforts of hotel/motel toward maximizing revenue and profit potential by increasing business volume.

 III.    Implement a strategic marketing plan by coordinating the tactics of a hotel/motel`s sales efforts, advertising program, public relations and promotional activities, merchandising techniques, and pricing considerations.

 IV.     Develop effective sales action plans to reach decision-makers in the major hotel/motel markets-- especially in the corporate market.

 V.      Organize efficient filing and tracing systems for a hotel/motel`s sales office, and implement effective sales training programs.

 VI.     Set advertising objectives; match messages, mediums, markets; and know what to look for when selecting a good advertising agency.

 VII.    Work effectively with news media representatives, and know how to put together basic press kit materials.

 VIII.   Solve occupancy problems with well-organized promotional activities.

 IX.     `Sell up` and maximize revenue at points-of-purchase throughout a hotel/motel`s operation.

 X       Evaluate pricing considerations

 XI.     Evaluate the market mixes and marketing efforts of contemporary special-purpose hotels.

 XII.    Develop a hotel history that documents the marketing efforts involved in the pre-opening and opening stages of a property.

 TOPICAL OUTLINE:

 

 I.      The evolution of hospitality marketing thought

 II.     Strategic marketing planning

 III.    The role of research in strategic marketing planning

 IV.     Positioning

 V.      The selling process

 VI.     Advertising, public relations, and promotions

 VII.    Determining marketing mix

 VIII.   Development of a marketing plan