Syllabus Hospitality Marketing

1. Course Roadmap
HOSPITALITYHOSPITALITY
MARKETINGMARKETING
HOSPITALITYHOSPITALITY
MARKETINGMARKETING
HOSPITALITYHOSPITALITY
MARKETINGMARKETING
HOSPITALITYHOSPITALITY
MARKETINGMARKETING
NurNur AgustinusAgustinus
January 2019January 2019
NurNur AgustinusAgustinus
January 2019January 2019

3. Facilitator/InstructorFacilitator/Instructor
• Nur Agustinus
• Psychologist, Writer, Lecturer
• Office: Bina Grahita Mandiri
• Email: agustinus.nur@gmail.com
• HP/WA: 0818307319
• FB/IG: Nur Agustinus
• www.nuragustinus.com
• Nur Agustinus
• Psychologist, Writer, Lecturer
• Office: Bina Grahita Mandiri
• Email: agustinus.nur@gmail.com
• HP/WA: 0818307319
• FB/IG: Nur Agustinus
• www.nuragustinus.com
• Nur Agustinus
• Psychologist, Writer, Lecturer
• Office: Bina Grahita Mandiri
• Email: agustinus.nur@gmail.com
• HP/WA: 0818307319
• FB/IG: Nur Agustinus
• www.nuragustinus.com
• Nur Agustinus
• Psychologist, Writer, Lecturer
• Office: Bina Grahita Mandiri
• Email: agustinus.nur@gmail.com
• HP/WA: 0818307319
• FB/IG: Nur Agustinus
• www.nuragustinus.com

4. Course Description
• This course introduces the principles, concepts and systems
utilized in the marketing areas within the hospitality industry.
Information on market segmentation, marketing research,
public relations, promotions, packaging, pricing strategies and
the future of hospitality marketing.
• This course introduces the principles, concepts and systems
utilized in the marketing areas within the hospitality industry.
Information on market segmentation, marketing research,
public relations, promotions, packaging, pricing strategies and
the future of hospitality marketing.
• This course introduces the principles, concepts and systems
utilized in the marketing areas within the hospitality industry.
Information on market segmentation, marketing research,
public relations, promotions, packaging, pricing strategies and
the future of hospitality marketing.
Course GoalsCourse Goals
• This course aims to develop student’s ability to analyze the
distinctive marketing needs of services. It relies upon practical,
real world case studies on a variety of diverse areas of
marketing to give students a broader knowledge of key issues
and the business environment to which decision making skills
can be applied.
• This course aims to develop student’s ability to analyze the
distinctive marketing needs of services. It relies upon practical,
real world case studies on a variety of diverse areas of
marketing to give students a broader knowledge of key issues
and the business environment to which decision making skills
can be applied.
• This course aims to develop student’s ability to analyze the
distinctive marketing needs of services. It relies upon practical,
real world case studies on a variety of diverse areas of
marketing to give students a broader knowledge of key issues
and the business environment to which decision making skills
can be applied.

5. Course ObjectivesCourse Objectives
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.

7. Rules #1Rules #1

8. Rules #2Rules #2

9. Rules #3Rules #3

10. Rules #4Rules #4

11. Rules #5: Make a ReflectionRules #5: Make a Reflection

12. What we will study
this semester:
What we will study
this semester:

14. Week 1: Introduction to Hospitality Marketing

15. Week 2: Segmentation, Targeting & PositioningWeek 2: Segmentation, Targeting & Positioning
Segmentation, targeting, and positioning together comprise a three stage process. We
first (1) determine which kinds of customers exist, then (2) select which ones we are best
off trying to serve and, finally, (3) implement our segmentation by optimizing our
products/services for that segment and communicating that we have made the choice to
distinguish ourselves that way.
Segmentation, targeting, and positioning together comprise a three stage process. We
first (1) determine which kinds of customers exist, then (2) select which ones we are best
off trying to serve and, finally, (3) implement our segmentation by optimizing our
products/services for that segment and communicating that we have made the choice to
distinguish ourselves that way.

16. Week 3: SWOT Analysis

17. Week 4: Marketing Mix – 4PsWeek 4: Marketing Mix – 4Ps

18. Week 5: Competitor Analysis
Identifying your competitors and evaluating their strategies to determine their strengths
and weaknesses relative to those of your own product or service. A competitive analysis
is a critical part of your company marketing plan.
Identifying your competitors and evaluating their strategies to determine their strengths
and weaknesses relative to those of your own product or service. A competitive analysis
is a critical part of your company marketing plan.

19. Week 6: Price Analysis
In marketing, Price Analysis refers to the analysis of consumer response to theoretical
prices in survey research. In general business, price analysis is the process of examining
and evaluating a proposed price without evaluating its separate cost elements and
proposed profit.
In marketing, Price Analysis refers to the analysis of consumer response to theoretical
prices in survey research. In general business, price analysis is the process of examining
and evaluating a proposed price without evaluating its separate cost elements and
proposed profit.
In marketing, Price Analysis refers to the analysis of consumer response to theoretical
prices in survey research. In general business, price analysis is the process of examining
and evaluating a proposed price without evaluating its separate cost elements and
proposed profit.

20. Week 7: Marketing PlanWeek 7: Marketing Plan
If you fail to plan, you are planning to fail.

21. Week 8:Week 8: Mid ExaminationMid ExaminationWeek 8:Week 8: Mid ExaminationMid Examination

22. Week 9: Product Life Cycle Strategies
The product life cycle describes the
period of time over which an item
is developed, brought to market
and eventually removed from the
market. The cycle is broken into
four stages: introduction, growth,
maturity and decline.
The product life cycle describes the
period of time over which an item
is developed, brought to market
and eventually removed from the
market. The cycle is broken into
four stages: introduction, growth,
maturity and decline.
The product life cycle describes the
period of time over which an item
is developed, brought to market
and eventually removed from the
market. The cycle is broken into
four stages: introduction, growth,
maturity and decline.

23. Week 10: Service Marketing – 7PsWeek 10: Service Marketing – 7Ps

24. Week 11: Understanding Customer BehaviorWeek 11: Understanding Customer Behavior

25. Week 12: Customer Relationship

26. Week 13: Marketing Channel

27. Week 14:Week 14: BrandingBrandingWeek 14:Week 14: BrandingBranding

28. Week 15: Role of Technology &
Social Media in Marketing
Week 15: Role of Technology &
Social Media in Marketing

29. Week 16: Final ExaminationWeek 16: Final Examination