HTM 203 Service Marketing

Lecture Hours: 4
Credits: 4

Studies how marketing activities direct the flow of goods and services from product to consumer in the hospitality and tourism industry. Explores service marketing and how it differs from product marketing. Incorporates these concepts into market differentiation and segments, including a consumer’s service expectations. Focuses on building a brand with a distinct market position and incorporating promotion and advertising strategy. Analyzes various industry marketing strategies.

Student Learning Outcomes:

Apply the techniques and methods of situational analysis.
Explain branding as it relates to overall marketing strategy.
Apply the interrelationships of product, pricing, communications, and distribution to strategic marketing plan development.
Create a communications plan, incorporating advertising, promotions, merchandising, public relations, and personal selling techniques.
Develop a marketing plan.
Explain and discuss the hospitality and travel marketing system and the reasons for the increased importance of marketing in the hospitality and tourism industry.
Explain the importance of segmentation to effective marketing.

Content Outline

Differentiation, Segmentation, and Target Marketing
Planning: Research and Analysis
Planning: Competitive Environment and Marketing Strategy
Branding and Market Positioning
Hospitality and Tourism Pricing Mix
Communications Mix
- Advertising
- Sales promotions, merchandising, and public relations
- Personal selling
Hospitality Distribution Systems
Interactive Marketing: Social Marketing and Techniques
Marketing Plan