NVCC COLLEGE-WIDE COURSE CONTENT SUMMARY
HRI 235 - MARKETING OF HOSPITALITY SERVICES (3 CR.)

COURSE DESCRIPTION

Studies principles and practices of marketing the services of the hotel and restaurant industry. Emphasizes approaching all sales and marketing activities from the customer viewpoint. Reviews methods of external and internal stimulation of sales. May include a practical sales/marketing exercise and computer applications. Lecture 3 hours per week.

GENERAL COURSE PURPOSE

In this highly competitive age, marketing has become the foundation of the hospitality industry; for without a planned marketing program, properly developed and creatively carried out, there can be little in the way of profitable sales. Accordingly, our general goal is to:

    1. provide the student with the sales and marketing knowledge, tools, and techniques useful in the daily conduct of a hospitality operation
    2. help the student put this knowledge to practical, profitable use
Marketing of Hospitality Services is a one semester, three-credit course. It is required of all students pursuing an Associate in Applied Science Degree or Certificate in the Hotel Management Specialization of the Hospitality Management Program.

ENTRY LEVEL COMPETENCIES

None

COURSE OBJECTIVES/MAJOR TOPICS TO BE COVERED

Upon completion of this course, the student should be able to:

    1. explore and recognize effective and ineffective hospitality advertising on the Internet
    2. differentiate between marketing and selling
    3. determine appropriate allocation of marketing funds
    4. learn how to develop effective marketing tools and promotions
    5. identify and become familiar with sources of business
    6. discuss the role of management in marketing
    7. identify and describe the elements of the marketing mix
    8. recognize effective marketing planning
    9. learn to measure marketing effectiveness
    10. distinguish between features and benefits and know their appropriate usage
    11. identify major industry trends
    12. become familiar with marketing plans and how to develop them
    13. discuss the concept of segmentation and make applications of this method
    14. compare and contrast various forms of communication and determine the most appropriate way to get your message across
    15. get the student comfortable in making a presentation to a group
    16. understand Sales and Marketing terminology specific to the hospitality industry
    17. understand the primary functions of hospitality sales and marketing positions
    18. set up a system to maintain information on group clients
    19. identify and describe the characteristics of the major group market segments
    20. discuss the elements of the personal selling process
Revised 9/00
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