HRT 6030 - Hospitality Strategic Marketing (3)

Applications of the general principles of marketing to the hospitality industry with emphasis on interpreting and satisfying needs of customers. The study provides a foundation for those specializing in the marketing of these services. Marketing research and analysis, marketing strategies, marketing plans, consumer behavior, targeting and positioning are covered in depth. Segmentation theory, niche marketing and product life cycles, pricing, principles of promotion and distribution channels are discussed. Emerging concepts such as visioning, relationship marketing, strategic alliances, database marketing and Internet marketing are studied. Literature in marketing research will be discussed.

Component(s): Lecture
Grading Basis: Graded Only
Repeat for Credit: May be taken only once