Description
Study Units
There are 15 units of this course which you should study carefully:
Module 1
Unit 1 Introduction to Sales and Marketing
Unit 2 Marketing in the Service Industry with Particular
Reference to Hospitality Organisations
Unit 3 Marketing Target
Unit 4 Marketing Plan
Unit 5 Marketing Activities Using SWOT Analysis
Module 2
Unit 1 Marketing Research and Marketing Information System
Unit 2 Marketing Segmentation
Unit 3 Marketing Strategy
Unit 4 Product Strategy
Unit 5 Pricing Strategy
Module 3
Unit 1 Place/Location
Unit 2 Promotion Strategy
Unit 3 People and Importance of Human Resources Management
Unit 4 Building Customer Loyalty
Unit 5 Growth in the Hospitality Business through Electronic
Marketing
The first five units are tailored to explain the concept of Hospitality
Sales and Marketing; the nature of service industry and how it affects
the hospitality sector. The environmental analysis will also be discussed.
The sixth to tenth units give the details of marketing research and the
need to segment the market. Strategies for product presentation and
pricing are discussed in details.
The eleventh to fifteenth units take a critical look at the issue of location
and promotion, the essentials of shrewd Human Resources Management
and the importance of electronic marketing for improved productivity
and correct accountability.
Each study visit will take at least two hours and it includes the
introduction, objectives, main content, exercise, conclusion, summary,
tutor-marked assignment and references.
You are expected to study the materials and do all exercises. Some of
the exercises will necessitate your visiting some organizations such as:
hotels, restaurants, fast food restaurants, pubs, coffee shops etc. You are
advised to do so in order to observe and appreciate this course and find
out what techniques are adopted by different organizations for
successful operation.
There are also textbooks, references and further reading. They will
provide you with additional information. Practise the tutor-marked
assignments for additional practice and greater understanding. By so
doing, you will achieve the stated learning objectives.
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