Marketing for Hospitality and Tourism Credit: 3 Master Program Trisakti Institute of Tourism Dra. Rina Suprina, M.Hum, M.Si.Par rinasuprina@stptrisakti.ac.id / 08179870973 Welcome to the course of Marketing for Hospitality and Tourism ! Within this semester, we will be exploring and discussing the basic concepts and practice of modern hospitality and tourism marketing in an enjoyable and practical way. Achieving this goal involves a constant search for the best balance between the pillars that support the course: "theories and concepts, practices and applications." By the time you complete this course, it is expected that you will be able to: Demonstrate the concept of hospitality and tourism marketing and its importance. List and discuss the importance of the company's micro environment and macro environment. Understand the role of consumer buying behavior and how it affects the marketing environment. Define the major steps on designing a customer driven marketing strategy: market segmentation, targeting and positioning. Understand the importance of internal marketing and describe the process in implementing it. Define marketing plan, describe the content of it and the steps in preparing it. Identify and explain strategies for promoting products and the various distribution channels Comprehend highlight the latest trends in segmenting and monitoring the tourist market During the course, we urge each of you to: Read the materials provided as well as surf the net for more resources Follow the schedule diligently Participate in the face-to-face meetings Participate in online discussion forum Do the given assignment and submit it at the given time Work collaboratively in group as well as work on individual basis The course will be assessed based on : 1. Final Assignment (35%), 2. Mid Assignment (25%), 3. Discussion Forum (20%), 4. Assignment and Quiz (20%) Rubric for Online Discussion based on : Points Criteria 9 - 10 point quality, consistent and frequent (min 8 per person per forum) postings contributing to the discussions 7 - 8 point quality and somewhat frequent (min 6 per person per forum) postings contributing to the discussions 5 - 6 point quality postings and infrequent (min 4 per person per forum) postings contributing to the discussions 3 - 4 point acceptable postings (min 2 per person per forum) contributing little to the value of the discussions 1 - 2 point poor contribution to the forum Rubric for Assignment based on : 1. Impressive : 9 - 10 point exceptionally clear describe ; all major points sufficiently clear 2. Good : 7 - 8 point clear describe ; almost all major points sufficiently clear ; generally thorough and comprehensive 3. Average : 5 - 6 point acceptable, some points 4. Fair : 3 - 4 point may require major revision ; include substantial and consistent errors. 5. Weak : 1 - 2 point Require major revision in almost all major points ; include very substantial and consistent error.

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Dear Students , Welcome to chapter 1. In this chapter you will learn the highlight about marketing in hospitality industri, understanding the marketplace and customer needs, designing customer driven marketing strategy, building profitable customer relationshps, and capturing value from customers. Now let's start with the highlight about marketing in hospitality industry. 1.1. The importance of Marketing Why marketing is important in the hospitality and travel industry? Analyst predict that the hotel industry will consolidate in much the same way as the airline industry has, with five or six major chains dominating the market. Such consolidation will create a market that is highly competitive. The firms that survive this consolidation will be the ones that understand their customers. In response to growing competitive pressures, hotel chains are relying on the expertise of the marketing director. Now, click the link to read the article about the importance of marketing to hospitality industry in the website and answer the questions below. http://www.noobpreneur.com/2015/04/23/the-importance-of-marketing-to-the-hospitality-industry/

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Welcome to Topic 2 in which you will learn marketing environment. A company's marketing environment consists of the actors and forces outside marketing that affect a company's ability to build and maintain succesful relationships with its target customers. The marketing environment offers both opportunities and threats. Successful companies know the vital importance of constantly watching and adapting to the changing environment The marketing environment is made up of a microenvironment and a macroenvironment. The microenvironment consists of factors close to the company that affect its ability to serve its customers, the company itself, marketing channel firms, customer markets, and a broad range of publics. The macroenvironment consists of the larger societal forces that affect the entire microenvironment, that is demographic, economic, natural, technological, political, competitor, and cultural force. Let's start with studying the company's microenvironment. 2.1 The company's Microenvironment Open www.slideshare.net Study the power point of micro environment and answer the questions below.

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Dear students Do you know that consumers behaviour is influenced by some major characteristics? Do you know that consumers pass through five stages with every purchase they make? Let's find out about it in this chapter. 3.1. Personal characteristics affecting consumer behaviour There are four main factors affecting consumer behaviour. Click the link and find out what these factors are. http://www.aipmm.com/html/newsletter/archives/000434.php Now, you try quiz below.

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Dear students Companies today recognize that they cannot appeal to all customers in the market-place. Customers are too numerous, too widely scattered, and too varied in their needs and buying process. Moreover, the companies themselves vary widely in their abilities to serve different segments of the market. Instead, like Dunkin Donuts, a company must identify the parts of the market that it can serve best and most profitable. Thus, most companies have moved away from mass marketing and toward target marketing - identifying market segments, selecting one or more of them, and developing products and market programs tailed to each. Instead of scattering their marketing efforts (the 'shotgun' approach), firms are focusing on the buyers who have great interest in the valus they create best (the rifle approach) Based on the current condition mentioned above, in this unit you will learn market segmentating, targeting and positioning. Lest's start with market segmentation. 4.1. Market Segmentation In order to get an idea of market segmentation is, and how market can be segmented, watch the video below. Youtube After watch video, now youtry answer this question.

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Where would you like to be? The answer to this question is spelled out in a marketing plan. This chapter begins with defining the marketing plan and explaining the its role in tactical planning. It describes the requirements for an effective marketing plan and lists the contents of a marketing plan. Finally it lists and explains each of the 8 Ps of hospitality and travel marketing. Now let's start to learn this chapter.

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In this unit, you are going to learn about product level, product consideration, branding decision and product life cycle. Let's start with product level 1. Product level What is a product? A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, places, organizations and ideas. Hospitality managers need to think about the product on four levels. Read the slide below and find out about 4 product levels. Open www.slideshare.net Definition and level product from tellstptrisakti

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Dear Students, Do you know the meaning of internal marketing and why it is important? Internal marketing involves marketing to the company's internal customers, its employees. It is important because the hospitality and Tourism industry is unique in that employees are part of the product. The hotel must have a staff that will perform well during their contact with customers. The service encounters between contact employees and customers are part of hospitality products. In service industries the line employees carry out a majority of the marketing function. In this chapter you will learn more about internal marketing in terms of it's description and the internal marketing process.

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Dear students Hospitality and travel organizations deal with a wide variety of groups and individuals in a typical year. Because the organizations provide intangible services and rely heavily on word-of-mouth advertising, maintaining positive relationships with all these external people is very important. It is obvious that public relations is an important marketing tool. After studying this unit you should be able to: Define the terms public relations and publicity Understand the different public relations activities Understand the public relation process Comprehend crisis management Explain how sales promotion is developed and implemented.

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