UNIT 8: MARKETING IN HOSPITALITY

UNIT 8: MARKETING IN HOSPITALITY
Marketing in Hospitality Y/601/1793
LO1 Understand the concepts of marketing in a services
industry context
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),

Unit 4 – Personal  and professional development in health and social care
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 digital enterprise
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

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
2.1 assess the
importance of components of the marketing mix to the industry
2.2

Theories and concept of human development and behavior

Applying promotional techniques
analyse pricing strategies and policies in relation to the industry
LO3 Be able to use the promotional mix
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
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
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
4.1 discuss the

Theories and concept of human development and behavior

Applying promotional techniques
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
Unit 26: Facilitating Change in Health and social care
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