Strategic Marketing for Tourism & Hospitality pot

Strategic Marketing Strategic Marketing for Tourism & Hospitality for Tourism & Hospitality Hanoi Open University - Faculty of Tourism Lecturer: Tran Nu Ngoc Anh  Strategic Marketing for Tourism & Hospitality Strategic Marketing for Tourism & Hospitality Course Objectives  Understand strategic marketing concepts and strategic marketing tools in the tourism industry  Ability to establish a strategic marketing plan for tourism organizations  Ability to make presentation and to communicate the strategic marketing terms in English Content Chapter 1: Introduction to Marketing and Tourism Marketing Chapter 2: Introduction to strategic marketing Chapter 3: Macro marketing environment analysis Chapter 4: Micro marketing environment analysis Chapter 5: Market analysis Chapter 6: Pricing Chapter 7: Positioning the Product Chapter 8: Advertising and Publicity Chapter 9: Effective sales of travel products and services Chapter 10: Implementing the marketing plan Strategic Marketing for Tourism & Hospitality Strategic Marketing for Tourism & Hospitality Duration of the Course  60 periods (04 credits)  12 lessons (indoor class) Exams Participation: 10% of the total mark Course Project: 30% of the total mark & condition to take the final exam Final exam: 60% of the total mark (multi - choice + open questions) If students do not do the course project, he/she will be not allowed to take the final exam. Strategic Marketing for Tourism & Hospitality Strategic Marketing for Tourism & Hospitality Course Project Establish a strategic marketing plan for a tourism organization that you know well, including following compulsory requirements: 1. Introduction to the organization 2. Macro environment analysis for the selected organization 3. The analysis of the organization 4. The competitor analysis (Analyze with at least 2 main competitors) 5. The market analysis and questionnaire designed 6. Mission statement, Goals and Objectives 7. Marketing strategies (9Ps) 8. Marketing tactics positioning statement the cover of print ad (A4 size) 9. Marketing tactics letter persuading customers to buy services, sales promotions … 10. Implementing the marketing plan Presentation & Power Point - Slides Chapter 1 Introduction to Marketing & Tourism Marketing Learning Objectives  Be aware of Marketing , Service Marketing & Tourism Marketing concepts  Identify the similarity and the differences between Service Marketing & Tourism Marketing  List characteristics of Services and Marketing - Mix Components  Classify the differences between marketing and sales. Marketing Research  Find wants and fill them (R  ST  PDB  MM  I  C)  Push - Pull Strategy  3R (Retain loyal customers, Retrieve lost customers, Recruit new customers)  Participants: All staff of an organization  Marketing Mix: 4P (Product, Place, Promotion, Price) Chapter 1: Chapter 1: Introduction to Marketing and Tourism Marketing Introduction to Marketing and Tourism Marketing Chapter 1: Chapter 1: Introduction to Marketing and Tourism Marketing Introduction to Marketing and Tourism Marketing Marketing mix - 4P 4P of Marketing + Product + Place + Promotion + Price Sản phẩm cốt lõi Sản phẩm hiện thực Sản phẩm bao quanh Sản phẩm bổ sung Dịch vụ bao quanh/dịch vụ định vị Những lợi ích cơ bản mang lại Bao bì Đặc tính sản phẩm Hình dáng Tiêu chuẩn chất l ợng Bảo hành Lắp đặt Hình thức tín dụng Phục vụ bán Chapter 1: Chapter 1: Introduction to Marketing and Tourism Marketing Introduction to Marketing and Tourism Marketing + Product Chapter 1 Chapter 1 : : Introduction to Marketing and Tourism Marketing Introduction to Marketing and Tourism Marketing Chu kỳ sống của sản phẩm Hình thành Tăng tr ởng (PT) Tr ởng thành Suy thoái và bão hòa Doanh số Thời gian Chapter 1 Chapter 1 : : Introduction to Marketing and Tourism Marketing Introduction to Marketing and Tourism Marketing Chu kú sèng cña s¶n phÈm Establishment Growth Mature Decline Revenue Low Increase fast Max Low Cost High Average Low Low Profit Loss Increase High Low Customers Pioneers Increase Big No Late Followers Competitors Few Increase Stable Decrease [...]... Others Marketing Assessment (2007-2011) (optional) Organizational Chart of Marketing Department Applied Marketing Strategies What achieved, what not? Chapter 2 Introduction to Strategic Marketing Learning Objectives Be aware of Strategic Marketing Plan concept, components of a strategic marketing Plan for Tourism and Hospitality Organizations and the importance of strategic marketing for Tourism and Hospitality. .. objectives, formulate its strategies and tactics (to guide its marketing efforts) Chapter 2: Introduction to Strategic Marketing Goals of Strategic marketing Maintain the balance between: Profits of Tourism Organizations Satisfaction of Tourists Strategic Marketing means to enforce the relationship between : Tourists & your organization Chapter 2: Introduction to Strategic Marketing Goals of Strategic marketing. .. Controlling & Evaluating Implementing Objectives, strategies & tactics Strategic Marketing for Tourism & Hospitality Content of A marketing Plan 1 Introduction to the tourism organization 2 Overview of the strategic marketing plan 3 The organizations marketing environment analysis 4 The market analysis 5 Mission statement 6 7 Objectives Marketing strategies and tactics 8 Implementing the marketing plan... contact that shows we care Chapter 1: Introduction to Marketing and Tourism Marketing Product & service Marketing Research Product Marketing = Products - Consumers Service Marketing = Products Customers Services Staff is the bridge of Products to customers Chapter 1: Introduction to Marketing and Tourism Marketing Tourism Marketing Research Tourism Marketing = Products - Tourists Services tourists expectations... to write Mission Statements for Tourism Industry and Tourism Organizations Classify Objectives, Strategies and Tactics and practise to formulate Objectives, Strategies and Tactics for Tourism Organizations Be able to apply SWOT matrix to analyse the tourism organizations business environment Chapter 2 Introduction to Strategic Marketing Main content 1 2 3 4 5 Strategic Marketing Planning The Mission... Services tourists expectations business objectives Chapter 1: Introduction to Marketing and Tourism Marketing Marketing mix - (9P) In tourism 4P of Marketing + Product + Place + Promotion + Price 5P of Marketing in Tourism + People + Packaging + Positioning + Programming + Partnership Chapter 1: Introduction to Marketing and Tourism Marketing Introduction to organization (presentation 1) Overview of the... Introduction to Marketing and Tourism Marketing Tourism Services Research Intangibility Inseparability Variability Perish ability No ownership "4S" Model in USA (SEA, SUN, SHOP, SEX or SAND) 3H Model in USA (HERITAGE, HOSPITALITY, HONESTY) Chapter 1: Introduction to Marketing & Tourism Marketing What is SERVICE ? Smile for everyone Excellence in everything we do Reaching out to all guests with hospitality. .. Strategic Marketing Planning The Mission Statement Objectives, strategies, tactics SWOT matrix in Tourism Industry Discussions and Practices Chapter 2: Introduction to Strategic Marketing Strategic Planning Strategic planning = organizations resources + opportunities objectives, strategies & tactics marketing efforts Strategic planning is the managerial process of developing and keeping an optimal fit between...Chapter 1: Introduction to Marketing and Tourism Marketing + Place Kho tàng Ngời sản xuất Hàng hóa Kho tàng Hàng hóa (Chuỗi) Vận tải Trung Vận tải gian Thông tin Ngời mua Chapter 1: Introduction to Marketing and Tourism Marketing + Place Kênh trực tuyến (MC) Kênh ngắn (MRC) Nhà sản xuất - ngời Kênh dài (MWRC) làm marketing Kênh dài đầy đủ (MJWRC) (M) Môi giới (J) Ngời Ngời... how do we do it? For whom we do it? Chapter 2: Introduction to Strategic Marketing How to establish a Mission Statement Examples & practices what do we do? Provide luxurious hotel experience, up to date convention facilities services how do we do it? In a consistent, friendly and professional manner Company mission statement: Forwhom we do it? Guests Chapter 2: Introduction to Strategic Marketing Objectives, . Anh  Strategic Marketing for Tourism & Hospitality Strategic Marketing for Tourism & Hospitality Course Objectives  Understand strategic marketing. final exam. Strategic Marketing for Tourism & Hospitality Strategic Marketing for Tourism & Hospitality Course Project Establish a strategic marketing