A four week full time program that gives the student a real- world perspective on the world of hospitality marketing. This introductory course includes tips, checklists, industry lists and “do’s and don’ts” and useful ideas for increasing sales and making marketing more effective.

Text:
1. Marketing in the Hospitality Industry
Ronald A. Nykiel
American Hotel and Lodging Educational Institute
Recommended Reading:
Preparing a Successful Business Plan - International Self Counsel Press -Rodger D Touchie
Thriving on Chaos- Tom Peters
  
Understanding the Hospitality Industry
A historical, marketing and consumer perspective of the industry.

Market Segmentation
Segmentation by geography, demographics, benefit and need, psychographics.  Combination techniques.  Value Pendulum.

Positioning in Line with Consumer Preferences
End users and travel intermediaries, foodservice market segmentation.

The Channels of Distribution
Travel intermediaries, electronic travel distribution, ground operators, air carriers, Government Regulation and Travel. Vertical horizontal, backward and forward integration

Applying Key Marketing methodologies:

• Applying Key Marketing Methodologies in Sales
• Applying Key Marketing Methodologies in Customer Service
• Applying Key Marketing Methodologies in Advertising and Public Relations
• Applying Key Marketing Methodologies in Promotions
• Applying Key Marketing Methodologies in Data Base and Electronic Marketing
• Applying Key Marketing Methodologies in Packaging and Collateral Support
• Applying Key Marketing Methodologies in Rates, Fares and Pricing
• Applying Key Marketing Methodologies in Revenue Maximization

Practical Steps to Maximize Marketing
Revenue and profit production ideas, distinguish your property, keys to positive consumer reaction, steps for more competitive marketing.

The Marketing Budget
Preparation and presentation, the hotel plan, corporate or multi unit plan.

Marketing and the Law
Federal and competitive marketing laws.

Upon successful completion of the exams, you will earn a Certificate from the American Hotel and Lodging Educational Institute.