Hospitality Sales & Marketing Associate

Hours: 280 / Access Length: 12 Months / Delivery: Open, Mentor Supported
Retail Price: $2,795.00

Course Overview:

Drawing from the insights of leading sales executives, Hospitality Sales covers the changing hospitality sales profession, including the three emerging selling roles and when to use them. Transactional selling, consultative selling, and alliance selling are unique approaches that salespeople use depending on situational factors. This course explores customer motives and how sales professionals can tailor their approach to the buyer’s perception of value. This Hospitality Sales course will help you understand the new world of buyer-seller relationships and succeed in each sales situation. 

After completing this course, you should be able to:

• Comprehend the basics of the hospitality industry
• Identify factors affecting the buyer-seller relationship
• Identify the steps for approaching and negotiating with the buyer
• Identify the steps for forming a proposal and implementing after the sale
• Identify the steps for managing your career as a sales professional

This Hospitality & Travel Marketing course has a Global orientation, and whole-industry coverage of hospitality and tourism. A focus on destination marketing and others parts of tourism, along with case examples from around the world, address the need for global experience in the industry. The content draws upon practical experience in the hospitality and travel marketing industry, as well as experience from around the globe including the USA, Canada, Europe, Asia, and Australia. Hospitality and Travel Marketing reflects all of the latest trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension marketing, and destination branding.

After completing this course, you should be able to:

• Define the core principles of marketing
• Identify the steps for analyzing customer behavior, the situation and the market
• Identify the steps for planning and developing a marketing strategy
• Identify the steps for implementing a marketing strategy
• Comprehend guidelines for controlling marketing and evaluating success

Course Outline:

Hospitality Sales Module 1
Understanding Hospitality Sales

• Foundations of Success
• A Vital Role in Our Economy
• Traits of Successful Salespersons
• Rewards of a Hospitality Sales Career
• Getting Started in Your Sales Career
• Hospitality Industry Buyers and Sellers
• What It Take to Be a Success
• Creating Mutually Beneficial Value Exchange
• The Rise of Micromarketing
• Selling, Exchange & Value
• How is it Related to Value Exchange
• Quality Customer Satisfaction Models

Hospitality Sales Module 2
Buyer-Seller Relationships

• Changing Perceived Value
• Emergence of the New Buyer
• Three Types of Value Buyers
• How Buyers Make Buying Decisions
• Responding to Changing Buyer Perceptions
• Today’s New Sellers
• Three Types of Sellers
• How Sellers Traditionally Sell
• Situational Selling
• Selling Approaches
• How to Implement Selling Strategies & Tactics
• The Buying / Selling Exchange Process
• Managing the Exchange Process

Hospitality Sales Module 3
Managing the Sales Process, Part 1

• Pre-Negotiation Strategy
• Negotiation Preparation & Planning
• Concepts of Negotiations
• Situational Negotiation Strategies & Tactics
• Approaching the Buyer
• Conversion of Suspect to Prospect to Customer
• The Approach
• Investigating Needs
• Questioning Skills
• The Investigating Needs Appointment
• Role-Playing

Hospitality Sales Module 4
Managing the Sales Process, Part 2

• Negotiation Process Strategy
• The Proposal
• Matching Statements
• Demonstrating Capability
• Negotiating Concerns
• Gaining Commitment
• Methods to Close
• Seven Negotiating Methods
• The Letter of Agreement or Contract
• Post-Negotiation
• After-Sale Implementation
• Maintenance & Development of Customers
• Continual Improvement of Selling Skills

Hospitality Sales Module 5
Managing Your Future

• Sales Professionalism
• Ethical and Legal Responsibilities
• Breach of Warranty & Fraudulent Misrepresentation
• Relations with Customers & Distributors
• Sales Management
• Selecting Sales Staff
• Sales Channels & Intermediaries
• Account “Ownership”
• Information Technologies
• Sales Force Automation
• The Future of Hospitality Sales
• The Continuum of Buyer-Supplier Strategies

Hospitality & Travel Marketing Module 1
Introduction to Marketing

• Definition of Marketing
• Evolutionary Eras of Marketing
• Developing a Marketing Orientation
• Core Principles of Marketing
• Marketing Hospitality & Travel Services
• What is Service Marketing?
• Why is Service Marketing Different?
• Different Marketing Approaches for Hospitality & Travel
• The Hospitality & Travel Marketing System
• The Systems Approach
• Relationship of the System to Strategic & Tactical Marketing

Hospitality & Travel Marketing Module 2
Planning: Research and Analysis

• Customer Behavior
• Behavior of Individual Customers
• Buying Processes of Customers
• Behavior of Organizational Customers
• Analyzing Marketing Opportunities
• The Situation Analysis
• The Market Analysis
• The Feasibility Analysis or Study
• Definition of Marketing Research
• Reasons for Doing Marketing Research
• Using Research in Hospitality & Travel Marketing
• Key Requirements for Good Research
• The Marketing Research Process

Hospitality & Travel Marketing Module 3
Planning: Marketing Strategy & Planning

• Market Segmentation and Trends
• Segmentation Characteristics
• Customer and Industry Trends
• Impact on Market Segmentation
• Changing Segmentation Practices
• The Process of Developing a Marketing Strategy
• Relationship Marketing and Strategic Alliances
• Positioning Approach
• Marketing Objectives
• Marketing Plan Definition
• Requirements for an Effective Marketing Plan
• Benefits of Having a Marketing Plan
• Contents of a Marketing Plan
• The 8 Ps of Hospitality and Travel Marketing

Hospitality & Travel Marketing Module 4
Implementing the Marketing Plan

• Product Development and Partnership
• Types and Roles of Industry Organizations
• The Product/Service Mix
• Product Development Decisions
• The Two Main Groups of People: Guest & Hosts
• Key Role of People in the Marketing Mix
• Quality Management Programs
• Customer Codes, Guarantees, or Promises
• Managing Internal Customers for Service Quality
• Measuring Service Quality
• Packaging and Programming
• Role of Packaging and Programming in Marketing
• Steps in Developing Effective Packages
• The Distribution Mix and the Travel Trade
• Individual Travel Trade Intermediaries
• Marketing to the Travel Trade

Hospitality & Travel Marketing Module 5
Promotion, Advertising, & Sales

• Promotion and Communication
• Goals of Promotion
• The Promotion Mix
• Factors Affecting Promotion
• Advertising and the Promotional Mix
• Planning the Advertising Effort
• Advertising Media Alternatives
• Advertising by the Hospitality and Travel Industry
• Sales Promotion, Merchandising, and Promotion
• Plan Integrated Marketing Communications
• Planning Sales Promotion and Merchandising Efforts
• Personal Selling and the Promotional Mix
• Roles & Categories of Personal Selling
• The Sales Process and Sales Management
• Personal Selling in the Hospitality and Travel Industry

Hospitality & Travel Marketing Module 6
Public Relations, Pricing, & Evaluating Success

• Public Relations, Publicity, and the Promotional Mix
• Hospitality and Travel Industry Publics
• Planning Public Relations Efforts
• Public Relations Consultants
• The Dual Role of Pricing
• Pricing and Value for Money
• Planning Pricing Approaches
• Measure & Evaluate Pricing Success
• Marketing Management Definition & Components
• Marketing Management Benefits
• Marketing Organization
• Setting Marketing Budgets
• Marketing Control and Evaluation
• The Future of Marketing

All necessary materials are included.

System Requirements:

• Cable and DSL internet connections are recommended for the best experience.

• CPU: 1 GHz or higher
• RAM: 2 GB or higher
• Resolution: 1280 x 720 or higher
• Speakers / Headphones
• Microphone (Webinar / Live Online sessions)

• Microsoft Windows 7 or 10 (Home, Pro)
• Mac OSX 10 or higher.
• Latest Chrome OS
• Latest Linux Distributions

NOTE: While we understand that our courses can be viewed on Android and iPhone devices, we do not recommend the use of these devices for our courses. The size of these devices do not provide a good learning environment for students taking online or live online based courses.

• Latest Google Chrome is recommended for the best experience.
• Latest Mozilla FireFox
• Latest Microsoft Edge
• Latest Apple Safari

• Office suite software (Microsoft Office, OpenOffice, or LibreOffice)
• PDF reader program (Adobe Reader, FoxIt)
• Courses may require other software that is denoted in the above course outline.