Marketing and sales are critical functional areas in all areas of hospitality and in constant demand. Be it hotel operations, food & beverage, catering, conferences, events and more, marketing and sales play a role. There are specific techniques and skills to marketing and sales in hospitality. This course covers them in detail.
This Certificate program is designed to provide knowledge in hospitality marketing and sales. The functional areas of coverage are broad, with discussion on price, product, promotion and price across rooms division, food & beverage, and conferences, events and more. With an emphasis on applicable skills, the course presents essential knowledge on distribution, revenue management, relationship management, market segmentation and trends.
Students will be able to distinguish marketing from sales, identify trends that affect marketing and sales in the hospitality industry. They should also be able to describe the key steps of a marketing plan, summarize the duties and responsibilities of positions typically found in a hotel marketing and sales office. For sales, students should be able to describe the five steps of a presentation sales call, explain the basics of effective telephone communication, describe various types of outgoing and incoming telephone calls related to the marketing and sales function and the internal marketing and sales. With marketing, students should be able to explain the role of advertising, public relations, and publicity in reaching prospective guests. In marketing segmentation, students will understand the needs of business vs. leisure travelers, be able to accommodate the needs of travel agents and meeting planners, international travelers, and specialty segments. Lastly, student should be able to summarize the trends affecting the food and beverage industry, describe positioning strategies and techniques for restaurants and lounges and understand how hotels market and sell catered events and meeting rooms.