513 Marketing in Tourism and Hospitality PDF

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Marketing in Tourism and Hospitality Course No: 513 Nature of the Course: Marketing in Tourism and Hospitality (MHM) Credit Hours: 3 Objectives The objective of this course is to provide understanding with knowledge and skills in order to take decision in the of tourism and hospitality marketing Contents

Chapter-1 1.0Introduction to Hospitality and Tourism Marketing 1.1 Meaning and Concept of Hospitality and Tourism Marketing 1.2 Marketing Management Philosophies 1.3 Importance of Marketing in Hospitality and Tourism Industry 1.4 Special characteristics of Hospitality and Tourism 1.5 Marketing Fundamentals of Hospitality and Tourism Industry 1.6 Core Principles of Marketing

Chapter-3 3.0 The Hospitality and Tourism Marketing Environment and their impact 3.1 Internal Environment 3.2 Micro environment 3.3 Macro Environment

Chapter-4 Consumer Behaviour Meaning and Concept A model of consumer behaviour Factors Influencing consumer's buying behaviour Buying Decision Process of individual customers Organizational buying decision process

Chapter-4 Marketing Information System and Research The Marketing Information System Source of Marketing Information Marketing Research Requirements of research process Steps involved in research process

Chapter-5 Service characteristics of hospitality and tourism marketing Understanding Service marketing How is service marketing different? Contextual and Generic differences Different marketing approach needed for Hospitality and Tourism Marketing

Chapter-6 Analyzing Marketing Opportunities Understanding Situation analysis Advantages of conducting situation analysis Steps involved in a situation analysis

Chapter-7 Marketing Strategies: Segmentation, Targeting and Positioning Market segmentation and its benefits Criteria for effective segmentation bases Target Marketing and Marketing Mix Market Positioning and strategies

Chapter-8 Marketing Plan and the Eight Ps Marketing plan and its objectives Benefits of a marketing plan Foundations and requirements of an effective marketing plan The eight Ps of hospitality and travel planning Steps involved in planning process

Chapter-9 Product Development Strategies Levels of Products Augmented Products: Product/Service mix Branding New Product Development Alternative Strategies for Product Life Cycle Stages Relationship and Partnership Marketing Customer Value and Satisfaction Retaining Customers

Chapter-10 Pricing Products Factors to consider when setting prices General Pricing approaches Pricing Strategies Price Changes

Chapter-11 Distribution Channels Nature and Importance of Distribution System Marketing Intermediaries Establishing Distribution Mix

Chapter-12 Communication and Promotional Policy What is promotion and communication? Goals and Objectives of promotion The communication process Communication Budgeting Promotional Mix Major Tools for Promotion Managing and Coordinating Integrated Marketing Communications Process

Chapter-13 Public Relations and Sales Promotion Major Activities of PR Departments Publicity and Public Relations Process Major Tools for Marketing PR Public Relations Opportunities for Hospitality Industry Crisis Management Sales Promotion

Chapter-14 Electronic Marketing Internet Marketing E-Commerce Database development Direct Marketing

Chapter-15 Destination Marketing Globalization of the Hospitality and Tourism Industry Importance of Hospitality and Tourism to a Destination's Economy Strategies for Destination marketing Functions of NTO

Chapter-16 People service and service quality The importance of service quality Total quality management Measuring service quality

Chapter-17 Tourism Packaging and Programming Role of packaging and programming in marketing Packaging concepts offered by the industry Relationship of packaging and programming

Basic Books: 1. Marketing for Hospitality and Tourism, 3rd Edition by Philip Kotler, John Bowen and James Makens. 2. Hospitality and Travel Marketing, 2nd Edition by Alastair M. Morrison.

Reference Materials: 3. Marketing in Travel and Tourism by Victor T.C. Middleton Principles & Practice of Marketing, 3rd Edition by David...