vcc.ca
HOSP 2505: Hospitality Marketing Strategies
Effective date
May 2023
Department
Hospitality Diploma Int'l
School
Hospitality, Food Studies and Applied Business
Description
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.
Credits
3.0
Year of study
2nd Year Post-secondary
Prerequisites
None
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Examine distinctive marketing challenges for the hospitality industry
- Define and use marketing terminology
- Describe the components of the extended marketing mix (7 P's of Services Marketing)
- Apply customer, competitor, and company analysis (3 C's)
- Determine appropriate marketing mix, including product assessment, pricing strategy, communication strategies, and distribution plan
- Perform a critical analysis of a marketing situation and present recommendations for appropriate strategies
- Describe the relative strengths and weaknesses of personal selling, public relations, publicity, and advertising as they apply to the hospitality industry
- List the basic elements of a global marketing strategy
- Explain the common objectives of effective customer evaluation and feedback systems
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Total Hours: 45
Instructional Strategies
Instruction involves interactive lectures, presentations, group discussions, role plays, and peer feedback. Learning will be enhanced through a variety of interactive classroom and collaborative activities. The interactive and practical exercises give students the opportunity to take an active role and learn by doing.
Grading System
Letter Grade (A-F)
Passing grade
D
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Assignments |
20 |
Strategic planning and product mix analysis |
|
Assignments |
20 |
Identify benefits of the various communication vehicles, including personal selling |
|
Project |
30 |
Marketing strategy |
|
Final Exam |
20 |
|
|
Participation |
10 |
Preparation for class, active discussion, participation during class |
Course topics
- 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)
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.