UNIT 8: MARKETING IN HOSPITALITY

UNIT
8: MARKETING IN HOSPITALITY
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LO1
Understand the concepts of marketing in a services industry context
Core concepts: definition of marketing, customer needs,
wants and demands, product and services markets, value, customer
satisfaction/retention, quality, cost/benefits, efficiency/effectiveness,
profitability, the growth of consumerism, strategic/tactical marketing, reasons
for growth, marketing as a business philosophy, relationship marketing,
changing emphasis of marketing Marketing environment: micro environment of the
company; stakeholders eg suppliers, intermediaries, owners, financiers,
customers, competitors, local residents, pressure groups; macro environment
demographics eg economy, society, ecology, technology, politics, legal,
culture; strengths, weaknesses, opportunities and threats (SWOT) analysis;
political, economic, social, technical (PEST) analysis; Porter’s competitive
forces Consumer markets: central role of the customer, customer culture, models
and types of behaviour, consumer orientation (internal and external),
competitor orientation, decision process, value chain, value and satisfaction,
long-term relationships Market segmentation: principles of segmentation, targeting
and positioning, segmentation bases eg geographic, demographic, behavioural,
lifecycle stage, income, gender Ethics and social responsibility:
sustainability, social audit, public relations, legal and regulatory
considerations, public policy, third world issues, trends eg green issues,
environmentalism, pressure groups Services industry context: contexts eg
hospitality, travel, tourism, sports, leisure, recreational industries, public,
private, voluntary (not-for-profit) sectors
LO2
Understand the role of the marketing mix Marketing
mix elements: nature and characteristics of products and/or
services, service quality, people, partnerships, programming, packaging
Products/services: characteristics, features/benefits, product strategy/mix,
lifecycle, development processes, test-marketing (simulated and controlled),
concept development and testing, unique selling points (USPs), branding Place:
distribution channels, customer convenience and availability, physical
distribution and logistics, niche marketing, vertical/horizontal integration,
impact of technology, franchising, ethical issues Pricing: strategies eg
skimming, penetration, product mix, price adjustments, competitor analysis,
policy eg cost-plus, break-even, value-based, competition-based, variable,
price setting considerations; factors affecting pricing decisions eg demand
elasticity, competition,ethics
UNIT
8: MARKETING IN HOSPITALITY
LO3HND Assignment Help
Be able to use the promotional mix
Promotional mix: role eg public relations, sponsorship,
personal selling, advertising and sales promotions, branding, effective
communications, communication channels, online marketing, promotional-mix
decisions, budgetary considerations, monitoring and evaluating promotions
Advertising: objectives, methods, reach, frequency, impact, creating copy,
costs and budgeting Campaign: format, objectives, target market, evaluation
Sales promotion: aims and objectives, reasons for growth, methods, tools,
limitations, branding and merchandising, evaluation
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LO4

 

Unit 4 – Personal  and professional development in health and social care
Understand the marketing cycle in a services industry environment
Research and information: relevance, new and existing
products, services and markets; market information systems, defining the
market, measuring current demand, the marketing research process, forecasting
and demand measurement, positioning of products and services, quality as an
influence on customer perceptions Data collection and analysis: needs, wants,
location, focus group, primary research eg questionnaires, surveys, interviews,
samples; secondary research eg internal records, statistics, published
information, government publications, industry journals,
qualitative/quantitative data, analysis, evaluation Communications: range of
media eg television, newspapers, magazines, radio, billboards, and posters;
suitability for specific products, services and markets Marketing plan:
implementation, timescales, costs, evaluation eg objectives, revisions, and
outcomes

UNIT 8: MARKETING IN HOSPITALITY
Learning outcomes and assessment criteria
Learning outcomes
On successful completion of this unit a learner will:
Assessment criteria
for pass
The learner can:
LO1
Understand the concepts of marketing in a services industry context
1.1 discuss concepts of marketing for a relevant services
industry
1.2 assess the impact of the marketing environment on the
industry
1.3 evaluate the relevance of consumer markets in the
industry
1.4 discuss the rationale for developing different market
segments
LO2
Understand the role of the marketing mix
2.1 assess the importance of components of the marketing mix
to the industry
2.2 analyse pricing strategies and policies in relation to
the industry
LO3

Influences on health and social care organization 
Be able to use the promotional mix
3.1 evaluate the role of the promotional mix
3.2 plan an advertising campaign for a services industry
operation
3.3 analyse the role that sales promotion and public
relations play in promotional efforts
LO4 Understand the marketing cycle in a
services industry environment
4.1 discuss the relevance of market research to services
industry operations
4.2 undertake market research for an appropriate product or
service
4.3 analyse the
suitability of different media for marketing an appropriate product or service
4.4 evaluate the implementation of the marketing plan for an
appropriate product or service

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UNIT 8: MARKETING IN HOSPITALITY
Guidance

Unit 4 – Personal  and professional development in health and social care
Link
Unit 3: Customer Service Unit 17: Quality Management in
Business Unit 19: External Business Environment Unit 20: Business Health Check
Unit 21: Small Business Enterprise.This unit also links to the following
Management NVQ units:
B1: Develop and
implement operational plans for your area of responsibility
B2: Map the environment in which your organisation operates
B3: Develop a
strategic business plan for your organisation
B8: Ensure compliance with legal, regulatory, ethical and
social requirements
C1: Encourage innovation in your team
C2: Encourage innovation in your area of responsibility
C3: Encourage innovation in your organization
E1: Manage a budget
E2: Manage finance for your area of responsibility
F1: Manage a project
F3: Manage business

Marketing essentials

Understanding specific need in health and social care
processes
F4: Develop and
implement marketing plans for your area of responsibility
F9: Build your organisation’s understanding of its market
and customers
F12: Improve organisational performance.
Essential requirements
Learners must share a common understanding and definition of
marketing and know the relevant technical terminology. Case studies will enable
learners to make comparisons of marketing opportunities and practices in
different types of business, and this will support learning outcomes 2, 3 and
4. Study of moral and ethical issues and examination of different marketing
trends in the relevant industry will encourage debate and the exchange of
ideas. This will develop learners’ understanding of marketing decision making.

UNIT 8: MARKETING IN HOSPITALITY
Employer engagement and vocational contexts
Breadth of knowledge and increased understanding may be
achieved by a combination of visiting speakers, visits to businesses and
residential opportunities designed to cover key sectors of the relevant
services industry. Visits to industry exhibitions will enable learners to make
comparisons of the promotional techniques used by exhibitors. This will support
the delivery of learning outcome.

 

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