Marketing Management

Course Philosophy

In this course, students will understand the main principles of marketing as applied in the hotel and food service industry, allowing them to recognize the difference between product marketing and service marketing. Additionally, it enables students to become familiar with methods for promoting their own food service business.

Objectives

This unit introduces students to consumer behavior, marketing tools and analysis techniques, and the process of designing, implementing, and monitoring a marketing plan. It also helps them relate and apply these concepts to different types of food and beverage service businesses.

Intended Learning Outcomes

Upon completion of the course, students will be able to understand:

• Definitions of marketing and satisfaction of human needs
• The nature and characteristics of a service, and marketing strategies for service businesses
• Strategic marketing plan analysis
• The concept of hotel marketing
• The “Marketing Cycle”
• Key requirements of the marketing process
• Usefulness and challenges of hotel marketing plans
• Types of hotel marketing plans
• Core components of strategic analysis and success factors
• Internal and external organizational analysis
• Strategic direction and tourism marketing choices
• The Ansoff Strategic Direction Model
• The tactical marketing mix
• Market segmentation and targeting
• Factors that influence price setting
• Hotel promotion mix and its components

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CUT is young, public university, established in 2004, first outside the capital city, attracted high-caliber researchers and students.