Thông tin tài liệu
Strategic Marketing
Strategic Marketing
for Tourism & Hospitality
for Tourism & Hospitality
Hanoi Open University - Faculty of Tourism
Lecturer: Tran Nu Ngoc Anh
Strategic Marketing for Tourism & Hospitality
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
Strategic Marketing for Tourism & Hospitality
Duration of the Course
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
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
Presentation & Power Point - Slides
Chapter 1
Introduction to Marketing
& Tourism Marketing
Learning Objectives
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.
Marketing Research
Find wants and fill them (R
ST
PDB
MM
I
C)
Push - Pull Strategy
3R (Retain loyal customers, Retrieve lost customers,
Recruit new customers)
Participants: All staff of an organization
Marketing Mix: 4P (Product, Place, Promotion, Price)
Chapter 1:
Chapter 1:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Chapter 1:
Chapter 1:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Marketing mix - 4P
4P of Marketing
+ Product
+ Place
+ Promotion
+ Price
Sản phẩm cốt lõi
Sản phẩm hiện thực
Sản phẩm bao quanh
Sản phẩm bổ sung
Dịch vụ bao quanh/dịch vụ định vị
Những lợi
ích cơ bản
mang lại
Bao bì
Đặc
tính
sản
phẩm
Hình
dáng
Tiêu chuẩn chất l ợng
Bảo hành
Lắp đặt
Hình
thức
tín
dụng
Phục
vụ
bán
Chapter 1:
Chapter 1:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
+ Product
Chapter 1
Chapter 1
:
:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Chu kỳ sống của sản phẩm
Hình thành Tăng tr ởng (PT) Tr ởng thành Suy thoái
và bão hòa
Doanh số
Thời gian
Chapter 1
Chapter 1
:
:
Introduction to Marketing and Tourism Marketing
Introduction to Marketing and Tourism Marketing
Chu kú sèng cña s¶n phÈm
Establishment Growth Mature Decline
Revenue Low Increase
fast
Max Low
Cost High Average Low Low
Profit Loss Increase High Low
Customers Pioneers Increase Big No Late
Followers
Competitors Few Increase Stable Decrease
[...]... Others Marketing Assessment (2007-2011) (optional) Organizational Chart of Marketing Department Applied Marketing Strategies What achieved, what not? Chapter 2 Introduction to Strategic Marketing Learning Objectives 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. .. objectives, formulate its strategies and tactics (to guide its marketing efforts) Chapter 2: Introduction to Strategic Marketing Goals of Strategic marketing Maintain the balance between: Profits of Tourism Organizations Satisfaction of Tourists Strategic Marketing means to enforce the relationship between : Tourists & your organization Chapter 2: Introduction to Strategic Marketing Goals of Strategic marketing. .. Controlling & Evaluating Implementing Objectives, strategies & tactics Strategic Marketing for Tourism & Hospitality Content of A marketing Plan 1 Introduction to the tourism organization 2 Overview of the strategic marketing plan 3 The organizations marketing environment analysis 4 The market analysis 5 Mission statement 6 7 Objectives Marketing strategies and tactics 8 Implementing the marketing plan... contact that shows we care Chapter 1: Introduction to Marketing and Tourism Marketing Product & service Marketing Research Product Marketing = Products - Consumers Service Marketing = Products Customers Services Staff is the bridge of Products to customers Chapter 1: Introduction to Marketing and Tourism Marketing Tourism Marketing Research Tourism Marketing = Products - Tourists Services tourists expectations... 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 Chapter 2 Introduction to Strategic Marketing Main content 1 2 3 4 5 Strategic Marketing Planning The Mission... Services tourists expectations business objectives Chapter 1: Introduction to Marketing and Tourism Marketing Marketing mix - (9P) In tourism 4P of Marketing + Product + Place + Promotion + Price 5P of Marketing in Tourism + People + Packaging + Positioning + Programming + Partnership Chapter 1: Introduction to Marketing and Tourism Marketing Introduction to organization (presentation 1) Overview of the... 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 ? Smile for everyone Excellence in everything we do Reaching out to all guests with hospitality. .. Strategic Marketing Planning The Mission Statement Objectives, strategies, tactics SWOT matrix in Tourism Industry Discussions and Practices Chapter 2: Introduction to Strategic Marketing Strategic Planning Strategic planning = organizations resources + opportunities objectives, strategies & tactics marketing efforts Strategic planning is the managerial process of developing and keeping an optimal fit between...Chapter 1: Introduction to Marketing and Tourism Marketing + Place Kho tàng Ngời sản xuất Hàng hóa Kho tàng Hàng hóa (Chuỗi) Vận tải Trung Vận tải gian Thông tin Ngời mua Chapter 1: Introduction to Marketing and Tourism Marketing + Place Kênh trực tuyến (MC) Kênh ngắn (MRC) Nhà sản xuất - ngời Kênh dài (MWRC) làm marketing Kênh dài đầy đủ (MJWRC) (M) Môi giới (J) Ngời Ngời... how do we do it? For whom we do it? Chapter 2: Introduction to Strategic Marketing How to establish a Mission Statement Examples & practices what do we do? Provide luxurious hotel experience, up to date convention facilities services how do we do it? In a consistent, friendly and professional manner Company mission statement: Forwhom we do it? Guests Chapter 2: Introduction to Strategic Marketing Objectives, . Anh
Strategic Marketing for Tourism & Hospitality
Strategic Marketing for Tourism & Hospitality
Course Objectives
Understand strategic marketing. final exam.
Strategic Marketing for Tourism & Hospitality
Strategic Marketing for Tourism & Hospitality
Course Project
Establish a strategic marketing
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