Module Aims

The aim of this module is for students to both appreciate and apply marketing concepts to Hotel and Catering institutions.

Module Objectives

On successful completion of this course, the student should be able to:

• Explain the marketing concept/ its application to Hotel and Catering.
• Deploy marketing research techniques to a given problem.
• Be cognisent of the product life cycle and its implications to Hotel and Catering.
• Select a buyer behavioural model to market conferences and events.
• Use an organisational buyer behavioural model to market conferences and events.
• Deploy marketing mix tools (including price, distribution and communication management) to a given situation.
• Compile a market plan.

Module Contents

• Marketing concept, mix.
• Marketing research, segmentation.
• Service / product development, product life cycle.
• Consumer behaviour, organisational buyer behaviour.
• Conference and events marketing.
• Price management.
• Communication management.
• Distribution management.
• Market planning and control.