Hospitality Sales & Advertising
- Hospitality Sales techniques including:
- Partnering and building professional relationships;
- Communication styles;
- Buyer behaviour;
- Prospecting and pre approaching;
- Translating features into benefits;
- Planning and executing the presentation;
- Handling objections;
- Closing the sale;
- Servicing the sale;
- Selling ethics;
- Management of self and employing of technology for increased effectiveness;
- Recruiting Sales Professionals;
- Hard vs. Soft selling;
- Staffing and operating a sales office in a large hotel, resort or other hospitality business;
- Developing an effective advertising and public relations plan for a hospitality business;
- Selecting advertising agencies;
- Differentiating advertising medium and vehicles to target markets;
- Using public relations as an effective part of an advertising plan;
- Creating print ads for target markets.
The course will be delivered through lectures, readings, case analysis, role-play, guest speakers and industry study. Sales Management Software will be introduced and used where appropriate.
Assessment will be in accordance with the Douglas College Evaluation Policy.
|Presentation(s)||10% - 30%|
|Assignment(s)||20% - 40%|
|Examination(s)||20% - 40%|
To pass the course, students must achieve a cumulative grade of 50% on a weighted average basis in all non-group assessments as well as 50% overall in the course.
Students must write midterm(s) and final examination to pass the course.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
At the end of the course, the successful student should be able to:
- Define and use marketing terminology such as: competitive analysis, marketing plan, the P's of marketing, personal selling, price objectives, product review, promotional plan, public relations, situational analysis, segmentation, target market, product differentiation, and service marketing.
- Analyze a marketing situation and present recommendations for appropriate strategies/tactics to advance business goals.
- Explain the basics of consumer purchase behaviour.
- Differentiate needs, wants, problems, and demands. Discuss motivational theory and the impact on product design. Discuss purchase theory models.
- Discuss the impact of internal marketing on purchase behaviour.
- Identify key elements of an effective marketing plan specific to hospitality and tourism.
- Identify sources of information for determining target markets; segmenting target market according to demographics, psychographics, geography and use frequency, and identifying segments offering most desirable potential for business.
- Discuss the appropriate marketing mix including product analysis, pricing strategy, promotional strategies, and distribution plan.
- Identify appropriate hospitality and tourism industry distribution channels. Describe the major social media marketing portals that can be used to promote a company, brand, product, or service.
- Discuss the elements of a communication strategy. Identify benefits of the various promotional tools, including personal selling.
- Create a sales presentation.
- Describe the relative strengths and weaknesses of personal selling, public relations, publicity, merchandising, and advertising as they apply to the hospitality industry.
Text Book (recommended): Abbey, James R. Hospitality Sales and Marketing, AHLEI Educational Institute (latest edition) or similar textbook(s) or other material(s) as approved by the department
24 credits of HOSP 1000 level program course completion inclusive HOSP 1115 AND (HOSP 1325 or MARK 1120) or currently active in the:
PDD in Hospitality Management or
PDD Hospitality Marketing or
PBD Hospitality Services Management.
No corequisite courses.
No equivalent courses.
Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.
These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca
|Institution||Transfer Details for HOSP 2415|
|Camosun College (CAMO)||CAMO HMGT 101 (6)|
|Capilano University (CAPU)||CAPU TOUR 205 (3)|
|Langara College (LANG)||LANG MARK 1XXX (3)|
Class will meet in person dates: Sept 7, 21, Oct 5, 19, Nov 2, 16, 30