Strategic Marketing for Tourism & Hospitality

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Be aware of Marketing , Service Marketing & Tourism Marketing concepts Identify the similarity and the differences between Service Marketing & Tourism Marketing List characteristics of Services and Marketing - Mix Components Classify the differences between marketing and sales.

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Nội dung Text: Strategic Marketing for Tourism & Hospitality

Strategic Marketing for Tourism & Hospitality Hanoi Open University Faculty of Tourism Lecturer: Tran Nu Ngoc Anh 
Strategic Marketing for Tourism & Hospitality Course Objectives  Understand strategic marketing concepts and strategic marketing tools in the tourism industry  Ability to establish a strategic marketing plan for tourism organizations  Ability to make presentation and to communicate the strategic marketing terms in English Content Chapter 1: Introduction to Marketing and Tourism Marketing Chapter 2: Introduction to strategic marketing Chapter 3: Macro marketing environment analysis Chapter 4: Micro marketing environment analysis Chapter 5: Market analysis Chapter 6: Pricing Chapter 7: Positioning the Product Chapter 8: Advertising and Publicity Chapter 9: Effective sales of travel products and services Chapter 10: Implementing the marketing plan
Strategic Marketing for Tourism & Hospitality Duratio n o f the Co urs e 60 periods (04 credits) 12 lessons (indoor class) Exams Participation: 10% of the total mark Course Project: 30% of the total mark & condition to take the final exam Final exam: 60% of the total mark (multi choice + open questions) If students do not do the course project, he/she will be not allowed to take the final exam.
Strategic Marketing for Tourism & Hospitality Course Project Establish a strategic marketing plan for a tourism organization that you know well, including following compulsory requirements: 1. Introduction to the organization 2. Macro environment analysis for the selected organization 3. The analysis of the organization 4. The competitor analysis (Analyze with at least 2 main competitors) 5. The market analysis and questionnaire designed 6. Mission statement, Goals and Objectives 7. Marketing strategies (9Ps) 8. Marketing tactics positioning statement the cover of print ad (A4 size) 9. Marketing tactics letter persuading customers to buy services, sales promotions … 10. Implementing the marketing plan Pre s entation & Powe r Po int - Slide s
Chapte r 1 Introduc tion to Marketing & Touris m Marketing Le arning Obje c tive s  Be aware of Marketing , Service Marketing & Tourism Marketing concepts  Identify the similarity and the differences between Service Marketing & Tourism Marketing  List characteristics of Services and Marketing Mix Components  Classify the differences between marketing and sales.
Chapter 1: Introduction to Marketing and Tourism Marketing Marketing Research  Find wants and fill the m (R S T  PDB  MM  I  C)  Pus h - Pull S trate g y  3R (Re tain lo yal c us to me rs , Re trie ve lo s t c us to me rs , Re c ruit ne w c us to me rs )  Partic ipants : All s taff o f an o rg anizatio n  Marke ting Mix: 4P (Pro duc t, Plac e , Pro mo tio n, Pric e )
Chapter 1: Introduction to Marketing and Tourism Marketing Marketing mix - 4P 4P of Marketing +Product +Place +Promotion +Price
Chapter 1: Introduction to Marketing and Tourism Marketing + Product S¶n phÈm cèt lâi B¶o hµnh Bao b× S¶n phÈm hiÖn thùc S¶n phÈm bao quanh H×nh Nh÷ng lîi §Æc thøc H×nh Phôc Ých c¬ b¶n tÝnh tÝn d¸ng vô mang l¹i s¶n dông b¸n phÈm Tiªu chuÈn chÊt lîng L¾p ®Æt S¶n phÈm bæ sung DÞch vô bao quanh/dÞch vô ®Þnh
Chapter 1: Introduction to Marketing and Tourism Marketing Chu kú s è ng cña s ¶n phÈm Doanh sè Thêi gian H×nh thµnh T¨ng trëng (PT) Trëng thµnh Suy tho¸i vµ b∙o hßa
Chapter 1: Introduction to Marketing and Tourism Marketing Chu kú s è ng cña s ¶n phÈm Establishment Growth Mature Decline Revenue Low Increase Max Low fast Cost High Average Low Low Profit Loss Increase High Low Customers Pioneers Increase Big No Late Followers Competitors Few Increase Stable Decrease
Chapter 1: Introduction to Marketing and Tourism Marketing + Place Kho tµng Hµng hãa Kho tµng Hµng hãa (Chuçi) Trung VËn t¶i Ngêi s¶n xuÊt VËn t¶i Ngêi mua gian Th«ng tin
Chapter 1: Introduction to Marketing and Tourism Marketing + Place Kªnh trùc tuyÕn (MC) Kªnh ng¾n (MRC) Nhµ s¶n Ngêi tiªu xuÊt ng Kªnh dµi (MWRC) dïng ng Ngêi êi lµm êi mua Ngêi marketing Kªnh dµi ®Çy ®ñ b¸n lÎ b¸n (C) (M) (MJWRC) bu«n (R) M«i giíi (W) (J)
Chapter 1: Introduction to Marketing and Tourism Marketing Tourism Services Research  Intangibility  Inseparability  Variability  Perish ability  No ownership  "4S" Model in USA (SEA, SUN, SHOP, SEX or SAND)  3H Model in USA (HERITAGE, HOSPITALITY, HONESTY)
Chapter 1: Introduction to Marketing & Tourism Marketing What is SERVICE ? S mile for everyone E xcellence in everything we do R eaching out to all guests with hospitality Viewing every guest as special Inviting guests to return Creating a warm atmosphere E ye contact that shows we care
Chapter 1: Introduction to Marketing and Tourism Marketing Product & service Marketing Research Service Marketing = Product Marketing Products - Customers = Services Products - Consumers S taff is the b rid g e o f Pro d uc ts to c us to m e rs
Chapter 1: Introduction to Marketing and Tourism Marketing Tourism Marketing Research Touris m Marketing = Products - Touris ts Servic es  touris ts ’ expec tations bus ines s obje ctives
Chapter 1: Introduction to Marketing and Tourism Marketing Marketing mix - (9P) In tourism 4P of Marketing 5P of Marketing in Touris m +People +Product +Place +Packaging +Promotion +Positioning +Price +Programming +Partnership
Chapter 1: Introduction to Marketing and Tourism Marketing Introduction to organization (presentation 1)  Overview of the organization – Organization History – Organizational Chart – Operational Activities – Main Services  Business Assessment (2007-2011) – Revenue – Tourists, Target markets – Occupancy Rate – Others  Marketing Assessment (2007-2011) (optional) – Organizational Chart of Marketing Department – Applied Marketing Strategies – What achieved, what not?
Chapte r 2 Intro duc tio n to S trate g ic Marke ting Learning Obje ctive s  Be aware of Strategic Marketing Plan concept, components of a strategic marketing Plan for Tourism and Hospitality Organizations and the importance of strategic marketing for Tourism and Hospitality.  Practise to write Mission Statements for Tourism Industry and Tourism Organizations.  Classify Objectives, Strategies and Tactics and practise to formulate Objectives, Strategies and Tactics for Tourism Organizations.  Be able to apply SWOT matrix to analyse the tourism organizations’ business environment.
Chapte r 2 Intro duc tio n to S trate g ic Marke ting Main content 1. Strategic Marketing Planning 2. The Mission Statement 3. Objectives, strategies, tactics 4. SWOT matrix in Tourism Industry 5. Discussions and Practices