Strategic Marketing for Tourism & Hospitality Strategic Marketing Strategic Marketing for Tourism & Hospitalityfor Tourism & Hospitality Hanoi Open University Faculty of Tourism Strategic Marketing[.]
Strategic Marketing for Tourism & Hospitality Hanoi Open University - Faculty of Tourism 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 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 Final exam: & condition to take the final exam 60% of the total mark (multi - choice + open questions) If students not the course project, he/she will be not allowed to take the final exam Strategic Marketing for Tourism & Hospitality Course Project Establish a strategic marketing plan for a tourism organization that you know well, including following compulsory requirements: 10 Introduction to the organization Macro environment analysis for the selected organization The analysis of the organization The competitor analysis (Analyze with at least main competitors) The market analysis and questionnaire designed Mission statement, Goals and Objectives Marketing strategies (9Ps) Marketing tactics positioning statement the cover of print ad (A4 size) letter persuading customers to buy services, sales promotions … Marketing tactics Implementing the marketing plan Presentation & Power Point - Slides Chapter 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 Chapter 1: Introduction to Marketing and Tourism Marketing Marketing Research Find wants and fill them (R ST PDB MM I C) Push - Pull Strategy 3R (Retain loyal customers, Retrieve lost customers, R (Retain loyal customers, Retrieve lost customers, Recruit new customers) Participants: All staff of an organization Marketing Mix: 4P (Product, Place, Promotion, Price) Chapter 1: Introduction to Marketing and Tourism Marketing Marketing mix - 4P 4P of Marketing + Product + Place + Promotion + Price Chapter 1: Introduction to Marketing and Tourism Marketing + Product S¶n phÈm cèt lâi B¶o hành Sản phẩm thực Sản phẩm bao quanh Bao bì Hình thức tín dụng Hình dáng Những lợi ích mang lại Đặc tính sản phẩm Phục vụ bán Tiêu chuẩn chất lợng Lắp đặt Sản phẩm bổ sung Dịch vụ bao quanh/dịch vụ định vị Chapter 1: Introduction to Marketing and Tourism Marketing Chu kú sèng cña sản phẩm Doanh số Thời gian Hình thành Tăng trởng (PT) Trởng thành Suy thoái bÃo hòa Chapter 1: 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