HRM 211 - Introduction to Hospitality Sales and Marketing

1. Describe the sales process of the buyer and supplier as it relates to current needs and wants of hospitality consumers and the influences that drive their decision making. 
2. Explain marketing mix and marketing programs and the marketing data needed for effective    marketing efforts; including the methods of segmenting and targeting markets and their criteria.
3. Explain the different types of common marketing and advertising strategies to include: telephone communication/sales calls, media, internal, etc.

1. Trace the evolution of marketing to its current focus on the needs and wants of consumers and  
   identify the broad range of management functions and decisions that are influenced by marketing considerations. 
2. Explain marketing mix and analyze marketing programs.
3. Identify the kinds of marketing data needed for effective marketing efforts,
4. Explain methods of segmenting and targeting markets and use market segmentation criteria      effectively.
5. Apply the marketing research process to solve marketing problems and to design a marketing      plan that addresses a hospitality company’s marketing needs.
6. Use the strategic planning process to develop, implement, and measure results of marketing      plans.
7. Define basic models of consumer behavior.
8. Explain the process used by consumers to make purchase decisions.
9. Summarize the typical positions in a sales office.
10. Describe several types of personal sales calls.
11. Describe the basics of good telephone communication.
12. Discuss internal marketing and sales.
13. Identify and explain common advertising strategies.

1. Setting the Stage
   1. Sales and marketing defined
   2. The marketing communication mix 

1. The Players
   1. Hospitality customers: the buyers
   2. Hospitality businesses: the suppliers
2. Personal Selling and Sales Management
   1. Personal selling: the sales process
   2. Personal selling: the delivery
   3. Sales management
   4. Sales and technology: management and operations
   5. Sales and technology: the hospitality customer
3. Intermediaries and Partnerships
   1. Intermediaries
   2. Hospitality partnerships