Hospitality Sales and Marketing

At the end of the semester, the students would be able to explain & understand marketing planning, consumer behavior, market segmentation, strategic marketing, and hospitality marketing organizations.

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Hospitality Sales and Marketing Structure

OVERVIEW

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At the end of the semester, the students would be able to explain & understand marketing planning, consumer behavior, market segmentation, strategic marketing, and hospitality marketing organizations.

CURRICULUM

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The six months certification program, Certification in Hospitality Sales and Marketing is spread across 6 months and includes various modules. The detailed program structure is as follows :

Module I: Marketing Concept

Marketing for Hospitality & Tourism
What is Hospitality & Tourism Marketing,
Importance of Marketing,
Tourism Marketing,
Core Marketing Concepts
- Marketing Highlights- Needs, Wants & Demands,
- Product- Value Satisfaction & Quality
- Exchange, Transactions, and Relationships
- Market.
Marketing Environment
Marketing Mix

Module II: Consumer Markets and Consumer Buying Behaviour

A Model of Consumer Behaviour
Personnel Characteristics Affecting Consumer Behaviour
- Cultural Factors
- Social Factors
- Personal Factors
- Psychological Factors
Consumer Involvement in the Buying Decision
The Buyer Decision Process
- Need Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Post-purchase Behaviour

Module III: Market Segmentation- Targeting & Positioning

Market Segmentation
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behaviour Segmentation
Requirements for Effective Segmentation
Market Targeting
- Evaluating Market Segments
Market Positioning
- Positioning Strategies
- Choosing and implementing a positioning strategy
- Communicating and delivering the chosen position

Module IV: The Role of Marketing in Strategic Planning

Nature of high-performance business
- Stakeholders
- Processes
- Resources
- Organization
Corporate Strategic Planning
- Defining the Corporate Mission
- Establishing Strategic Business Units (SBU)
- Assigning Resources to Each SBU
- Planning New Business
Business Strategy Planning
- Business Mission
- External Environmental Analysis
- Internal Environmental Analysis
- Goal Formulation
- Strategy Formulation
- Program Formulation
- Implementation
- Feedback and Control

Module V: Service Characteristics of Hospitality and Tourism Marketing

The Service Culture
Characteristics of Service Marketing
- Intangibility
- Inseparability
- Variability
- Perishability
Management Strategies for Service Businesses
- Managing Differentiation
- Managing Service Quality
- Tangibilising the Product
- Managing the Physical Surroundings
- Stress Advantages of Non-ownership
- “Greening “of the Hospitality Industry
- Managing Employees as Part of the Product
- Managing Perceived Risk
- Managing Capacity and Demand
- Managing Consistency

Module VI: Distribution Channels

Nature and Importance of Distribution Systems
Nature of Distribution Channels
- Why is Marketing Intermediaries Used?
- Distribution Channel Functions
- Number of Channel Levels
Marketing Intermediaries
Channel Behaviour and the Organisation
- Channel Behaviour
- Channel Organisation
Channel Management Decisions

Reference Books:

Hotel & Sales Operation by Ahmad Ismail
Marketing & Hospitality Service by William Lazer
Hospitality Sales & Marketing by James R Abbey
Hospitality Management: Current Trends & Practices by Dr. JM Negi, Amity University Press, Delhi
Market Research by DJ Luck, HD Wales & DA Taylor
A Practical Guide Book to Market Research- Text & Cases by Dr. DM Sarwate
Marketing Research by Thomas C Kinnear/ Brand Positioning by Sengupta

ELIGIBILTY & FEES

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All the students who wish to take admission in the certification program in Hospitality Sales and Marketing will be charged a fee of INR 50,000( entire program). The university offers the following options for payment of fees:

1. Full Fee Payment

Particulars	Amount
Admission Processing Fee	INR 1,100/-
Full Fee to be paid	INR 50,000/-

2. Payment on a quarterly basis ( 2 installments)

Particulars	Amount
Admission Processing Fee	INR 1,100/-
Program duration (6 months)	2
Program fee per quarter	INR 25,000/-

IMPORTANT INSTRUCTIONS:

Pay the fee through the online payment gateway. All major credit cards/debit cards/net banking is accepted for payment of a fee.
The students can also pay the fee via DD drawn in favor of D. Y. Patil University, Navi Mumbai payable at Mumbai.
Please feel free to contact me on 8448444827 for any assistance regarding fee payment.

WHO ALL CAN APPLY

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The University welcomes applications from all the aspirants who have completed their Higher Secondary Examination (HSC) in any discipline from any recognized university or an equivalent degree recognized by the University Grants Commission with a minimum of 35% marks

10th (SSC) Statement of Marks
12th(HSC) Statement of Marks
Photo ID Proof ( PAN card / Passport / Driving License / Election Card )
Aadhaar Card
2 Stamp Size photographs(not more than 3 months old)
Number of Seats – Open
Minimum Age 18 and Maximum no bar