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Hospitality Marketing Essentials: Introduction, Principles, and Marketing Mix (7Ps)

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Added on  2023-06-07

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In this report we will discuss about hospitality marketing essentials and below are the summaries point:-

  • This unit introduces students to marketing principles and enables them to develop a basic marketing plan.

  • Hospitality organizations use marketing techniques to engage customers and achieve business objectives.

  • Students will learn about the role of marketing, the marketing mix (7Ps), and how to develop a marketing plan for a hospitality organization.

Hospitality Marketing Essentials: Introduction, Principles, and Marketing Mix (7Ps)

   Added on 2023-06-07

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Unit 15: Hospitality Marketing Essentials
Unit code T/616/1801
Unit level 4
Credit value 15
Introduction
This unit is designed to introduce students to the principles of marketing, enabling
them to develop a basic marketing plan and to employ elements of the marketing
mix to achieve results. While they will learn the underpinning theories and
frameworks, they will also be able to relate these to real-world examples, including
products/services that they encounter in their own daily lives.
Hospitality organisations such as Hilton, Accor, McDonalds, Costa Coffee and small
local businesses all have at least one thing in common: they all use marketing to
influence us to engage with their products and/or services. Whether it is becoming
a loyal customer buying a product and service or donating to a charity,
organisations use a range of marketing techniques and tools to inform and
influence us.
The knowledge, understanding and skill sets that students will gain on successfully
completing this unit will enhance their career opportunities; whether setting up
their own business or being employed by an organisation.
Hospitality Marketing Essentials: Introduction, Principles, and Marketing Mix (7Ps)_1
Learning Outcomes
By the end of this unit a student will be able to:
1. Explain the role of marketing and how it interrelates with other functional units
in a hospitality organisation
2. Compare ways in which hospitality organisations use elements of the
marketing mix (7Ps) to achieve overall business objectives
3. Develop a basic marketing plan to meet marketing objectives for a hospitality
organisation.
Hospitality Marketing Essentials: Introduction, Principles, and Marketing Mix (7Ps)_2
Essential Content
LO1 Explain the role of marketing and how it interrelates with other
functional units in a hospitality organisation
Definitions and the marketing concept:
Definitions of marketing and the nature of hospitality marketing
The development of the marketing concept, including current and future trends in
hospitality marketing
How the external environment influences and impacts upon hospitality marketing
activity
The role of marketing:
The structure and operations of marketing departments in hospitality
organisations
Overview of marketing processes that include analysis, strategic planning and
the marketing mix
The different roles of hospitality marketing within both a B2C and B2B context
The interrelationships of functional units:
Marketing as a business function
The different roles of and interrelationships between marketing and other
functional areas of hospitality business
LO2 Compare ways in which hospitality organisations use elements of the
marketing mix (7Ps) to achieve overall business objectives
The 7Ps marketing mix:
Product: Differences between products and services, importance of brands,
product development and product lifestyle
Product image and product placement
Price: Pricing context, pricing strategies and tactics
Place: Shifts in channel management and distribution The effect on hotels and
intermediaries
Promotion: Integrated communication mix and promotional tools
The use of the Awareness Interest Desire Action (AIDA) model
People: The different roles of ‘people’ in marketing, including customer
interfacing and support personnel the different skills, attitudes and behaviour
of people delivering the product or service to customers
Physical evidence: The tangible aspects of service delivery − visual, aural and
olfactory elements
The role of the servicescape and the service encounter
Process: Systems and processes involved in delivering a consistent service.
Different types of processes used to expedite the marketing function
Hospitality Marketing Essentials: Introduction, Principles, and Marketing Mix (7Ps)_3

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