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2021-2022 College Catalog [ARCHIVED CATALOG]

HRM 211 - Introduction to Hospitality Sales and Marketing

3 Credits, 3 Contact Hours
3 lecture periods 0 lab periods

Basic principles and practical skills for developing marketing strategies and the implementation of marketing plans for hopsitality enterprises. Includes the vision of marketing as a management philosophy to guide the design and delivery of guest services and the examination of the dynamic relationship between hospitality marketing and daily operations. Also includes an emphasis on sales as an aspect of meeting the needs of the customer, personal selling of the right product in the right place at the right time as an integral part of hospitality operations.

Prerequisite(s): HRM 100  
Recommendation: For students pursuing the Hospitality AAS, it is recommended that all CORE courses are completed prior to enrolling in this course.

Course Learning Outcomes
  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.
Performance Objectives:
  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.
Outline:
  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

Effective Term:
Full Academic Year 2019/2020