Diploma In International Hotel

& Tourism Management

Module: Introduction to
Marketing
Lesson 1

Introduction of the module

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 Agenda
• Description of Unit
• Learning Outcomes
• Discussion of Course Unit Outline
• Definition of Marketing
• The development of Hospitality market
• Marketing as a logic
• Conclusion > CHANGE, EVERYDAY
 Description of Unit
This unit introduces learners
• To the concept of marketing
• The marketing process
• The importance of marketing to tourism
and hospitality organisations.

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 Learning Outcomes
On completion of this unit a learner should:
1. Understand marketing strategies and principles as
used in the hospitality industry
2. Describe how marketing research is used in
hospitality organizations
3. Explain how market environment analysis is used to
identify opportunities and potential strategies
4. Describe how the marketing mix is used to develop
products and services in hospitality operations
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 Course Unit Outline
• Introduction to the course, assessment and introduction to marketing
• The role and activities of marketing in the tourism and hospitality industry
• Developing and Managing Product & Services and Products
• The Marketing Environment
• Segmentation, Targeting and positioning
• Promotion and Communication Strategies
• Online marketing and analysing webpages
• Advertisement analysis presentation
• Influencers and Social Media marketing
• Pricing concepts
• Marketing research
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• Social media strategy implementation
 Definition of Marketing
• “ Marketing, the task of creating, promoting and delivering
goods and services to consumers and businesses”

• "Marketing is the set of human activities directed at facilitating

and consummating exchanges."
- Philip Kotler

• “Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society
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at
large. (AMA; American Marketing Association,2007)
The development of Hospitality market
Four phases namely:
• The provide orientation phase
(emphasis on supplier only that is produce in std. services and goods in bulk)
• The sales orientation phase
(increasing sales aggressively paying less attention to profit than to volume )
• The promotional approach phase
(introduction of mass communication activities like advertising, publicity etc…)
• The marketing phase
(focus on guests or customers wants and needs)

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 Marketing as a logic
 Developing hospitality offerings that satisfied guests
 Delivering the Right hospitality services and product
 When and where guests want them
 At prices guests are willing to pay
Thus the logic involves assessing changing environment,
gaining a good understanding of consumers’ wants and
needs, Segmenting and targeting markets, positioning the
company and developing appropriate offerings that both
satisfy guests and achieve company objectives.
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 Conclusion
In the light of the above
presentation, it can said that
marketing is “Putting the right
product in the right place, at the
right price and at the right time”.
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 Question and Answer
Please leave your question on the following mail

sjughdharree@poly.ac.mu

WhatsApp
On 5733 70 20

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