CHAPTER 5 – MARKETING

MANAGEMENT IN THE HOTEL

Chapter overview
• This chapter helps students understand and build a model of
organizational structure of the Marketing department in the hotel;
understand the basic functions of marketing activities of the hotel
business; Understand the basic content of marketing-mix policies in
the hotel business.
Chapter outlines
Objectives of Marketing activities in the hotel
• Objectives of Marketing activities in accommodation business
• Objectives of Marketing activities in food and beverage business
The organizational structure of the hotel
Marketing department
• The organizational structure of the hotel Marketing department
• Positions in the Hotel Marketing department
Functions of the hotel marketing department
• Market research function
• Functions to expand the market and attract customers
• Consulting function on hotel marketing
Marketing - mix policies of the hotel
• Product Policy
• Price policy
• Distribution Policy
• Expansion Policy
References
• Nguyen Van Manh and Hoang Thi Lan Huong (2013), Textbook of
Hotel Business Management, National Economics University
Publishing House.
• David K. Hayes and Jack D. Ninemeier (2006), “Foundation of
Logging Management”, Pearson - Prentice Hall 2006.
References

Nguyen Van Manh and Hoang Thi Lan Huong (2013),

Textbook of Hotel Business Management, Chapter 6 ( Pages
249-298) National Economics University Publishing House

David K. Hayes and Jack D. Ninemeier (2006), “Foundation of

Logging Management”, Chapter 1 and Chapter 2 Pearson -
Prentice Hall 2006.