Students examine the role and function of marketing in the hospitality industry. Students develop an understanding of the concept of marketing, strategic and marketing planning, product development, positioning, and pricing, as well as all elements of the marketing mix, including communication channels and personal selling. The course focuses on major marketing decisions that hospitality managers face in researching demand, generating, and sustaining demand for their products and services.
Prerequisites
Course type
This course is offered as part of a VCC program and cannot be taken individually.
International students: Eligibility is determined at the program level. Visit the program page for international student requirements and application information.
- 1. Service marketing challenges 2. Components of the extended marketing mix for managing the customer interface in the hospitality sector 3. Marketing in a global context 4. Customer, competitor, and company analysis (3 C's) 5. Designing an effective marketing strategy 6. Ethical and consumer privacy-related issues 7. Segment-specific variations in demand 8. Customer-switching patterns: causes, reduction, and recovery 9. Target markets 10. Segmenting target markets according to demographics, psychographics, geography and use frequency 11. The PRICE concept of marketing 12. 7Ps in the Services Marketing Mix (product, promotion, price, place, people, physical evidence, and process)
Course schedules
Select your program to see the available course schedules.
How to take this course
This course is offered as part of a VCC program only.
Contact us
If you have any questions, please email at [email protected].
† This information is intended as a guideline only. Program and course details are subject to change with the approval of VCC's Board of Governors.