Developing a Marketing Plan: Hospitality Marketing Essentials Unit 15

This assignment provides a comprehensive overview of hospitality marketing essentials, focusing on the role of marketing within hospitality organizations and its interrelation with other functional units. It delves into the 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and compares their application across different hospitality organizations to achieve business objectives. Furthermore, the assignment emphasizes the development of a basic marketing plan, including market segmentation, target market selection, situational analysis, and the setting of marketing objectives and strategies. The importance of monitoring and evaluating marketing plans through techniques like sales analysis and market-share analysis is also highlighted. Desklib offers a platform for students to access this assignment and numerous other resources for their studies.

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.

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.

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

Achieving overall business objectives:
The shift from the 4Ps to the 7Ps and the significance of the extended
marketing mix
An overview of the marketing planning process (analysis, planning,
implementation and control) and marketing strategy
LO3 Develop a basic marketing plan to meet marketing objectives for a
hospitality organisation
Marketing planning:
The importance and value of marketing plans
The links between marketing plans, marketing objectives and marketing
strategies
Evaluating and monitoring marketing plans using appropriate control and
evaluation techniques such as sales analysis, market-share analysis, efficiency
ratios and cost-profitability analysis
Structure and development of marketing plans:
Market segmentation and target market selection
Setting goals and objectives, situational analysis tools and techniques,
creating a marketing strategy and allocation of resources and monitoring and
control measures

Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the role of marketing and how it
interrelates with other functional units in a hospitality
organisation
P1 Explain the key roles
and responsibilities of the
marketing function within
a selected hospitality
organisation
P2 Discuss how roles and
responsibilities of
marketing relate to the
wider organisational
context
M1 Analyse the roles and
responsibilities of
marketing in the context
of the marketing
environment
M2 Analyse the
significance of
interrelationships
between marketing and
other functional units
within a selected
hospitality organisation
D1 Critically analyse the
key elements of the
marketing function and
how they interrelate with
other functional units
within a selected
hospitality organisation
LO2 Compare ways in which hospitality organisations
use elements of the marketing mix (7Ps) to achieve
overall business objectives
P3 Compare the ways in
which different hospitality
organisations apply the
marketing mix to the
marketing planning
process to achieve
business objectives
M3 Evaluate different
tactics applied by
hospitality organisations
to demonstrate how
business objectives are
achieved
LO2 LO3
D2 Design a strategic
marketing plan that
tactically applies the use
of the 7Ps and includes
measures for monitoring
and evaluation to achieve
overall marketing
objectives
LO3 Develop a basic marketing plan to meet
marketing objectives for a hospitality organisation
P4 Produce a basic
marketing plan for a
hospitality organisation
to meet marketing
objectives
M4 Produce a detailed,
coherent, evidence-based
marketing plan that
applies the marketing mix
to meet marketing
objectives for a
hospitality organisation

Pearson BTEC Levels 4 and 5 Higher Nationals in Hospitality Management
Specification – Issue 2 – August 2018 © Pearson Education Limited 2018 6
Recommended Resources
Textbooks
BLYTHE, J. and MARTIN, J. (2016) Essentials of
Marketing. 3rd ed. Harlow: Pearson.
BOWIE, D. and BUTTLE, F. (2016) Hospitality Marketing: Principles and
Practice.
3rd ed. Oxford: Routledge.
GROUCUTT, J. and HOPKINS, C. (2015) Marketing
(Business Briefings). London: Palgrave Macmillan.
JOBBER, D. and CHADWICK, F. (2016) Principles and Practice
of Marketing. 8th ed. Maidenhead: McGraw-Hill.
KOTLER, P. and BOWEN, J. et al. (2016) Marketing for Hospitality and
Tourism.
7th ed. Harlow: Pearson.
MCDONALD, M. and WILSON, H. (2016) Marketing Plans:
How to Prepare Them, How to Use Them. 8th ed.
Chichester: John Wiley and Sons.
Websites
www.ama.org American Marketing Association
All sections
(General Reference)
www.cim.co.uk Chartered Institute of Marketing
All sections
(General Reference)
Links
This unit links to the following related units:
Unit 28: Hospitality Distribution
Channels Management Unit 31:
Hospitality Digital Marketing
Unit 33: Integrated Hospitality
Marketing Communications Unit 34:
Hospitality Brand Management