| Content |
Detail |
| The Nature of Marketing | • The marketing concept
• Creating and delivering customer value and satisfaction
• Marketing and business performance
• The services marketing mix
|
| The Global Marketing Environment | • Political and legal forces
• Economic forces
• Social and demographic forces
• Technological forces
• The microenvironment
• Environmental scanning |
| Understanding Consumers in the Services Context | • Dimensions of consumer behaviour
• Influences on consumer behaviour
• Consumer/Audience analysis
• Market segmentation, Targeting and Positioning |
| Marketing Research | •Importance of marketing research
•Approaches to conducting marketing research
•Stages in the marketing research process
•Ethical issues in marketing research |
| Hotel Products and Services | • Branding
• Brand management issues
• Fundamentals of services marketing
• Service quality
• Service innovation
|
| Pricing Strategy | •Price setting
•Key factors influencing price-setting decisions
•Pricing strategies |
| Integrated Marketing Communications | • Integrated marketing communications
• Advertising
• Sales promotion
• Public relations
• Sponsorship
• Direct Marketing
• Online and Digital Promotion
• Personal Selling |
| Distribution Management | • Types of distribution channels
• Channel strategy and management
• Distributing Services through Physical and Electronic Channels |
| People, Process and Physical Evidence | • Internal Marketing
• Creating a service culture
• Designing and managing service processes
• Crafting the service environment
|
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