Module 4: Marketing the Hospitality Experience

MOOC Summaries - Global Hospitality Management - Marketing the Hospitality Experience

Module 4: Marketing the Hospitality Experience

“Brand promise and target markets … Price, value, and position … Distribution channels … Online opportunities and threats … Marketing performance measures… “
(Source)

Summaries

  • 4.1: Brand Promise and Target Markets > Watch: Target Markets for the Hospitality Enterprise
  • 4.2: Price, Value, and Position > Watch: Viewpoints on Competitive Positioning
  • 4.3: Distribution Channels > Watch: Ask the Expert About eCommerce in Hospitality
  • 4.4: Online Opportunities and Threats > Watch: New Media Challenges
  • 4.5: Marketing Performance Measures > Watch: What Is Marketing's Job?

Topic 4.1: Brand Promise and Target Markets > Watch: Target Markets for the Hospitality Enterprise

  • Typically, a hospitality enterprise must have enough customers willing to pay for the services that they provide at the prices that cover the costs.
  • Be sufficiently differentiated from competition so that the enterprise can attract and keep those customers for the long term.
  • Target markets include:
    • Business customers, leisure customers, and customers who tend to come in a clump or a group.
    • Customers can come from different geographies.
    • Mercenary and loyal customers.
    • Unmanaged travel.
  • We may want to look at travel and the travel experience a bit differently.
  • Perhaps we ought to think about the customer based upon their purpose of travel and the type of experience that they’re looking for.
  • Segment target markets by demographic versus psychographic characteristics.

Topic 4.2: Price, Value, and Position > Watch: Viewpoints on Competitive Positioning

  • Relationship between the strategist vision and marketing.
  • All strategists typically begin by thinking about direction setting.
  • The job of the marketer is to take that vision and direction and find the target audience with whom that vision resonates.
  • It’s the marketer’s job to monitor the marketplace.

Topic 4.3: Distribution Channels > Watch: Ask the Expert About eCommerce in Hospitality

  • Expert Kathy Misunas on eCommerce in hospitality.
  • Major changes which have impacted hospitality distribution.
  • Major possibilities or likelihoods that can impact distribution in the next five years.

Topic 4.4: Online Opportunities and Threats > Watch: New Media Challenges

  • The internet has completely changed the way marketers approach and manage the marketplace.
  • Discussion on the challenges and opportunities facing the marketer including:
    • Developing and managing an effective website.
    • Executing an effective online marketing effort.
    • Executing a social media campaign.

Topic 4.5: Marketing Performance Measures > Watch: What Is Marketing’s Job?

  • What is marketing’s job?
  • Understand how consumers dream, plan, shop, buy, execute and savor their travel experience;
  • Use that understanding to produce marketing strategies that effectively identify and engage the enterprise’s target markets, and then promote that brand promise to them;
  • Adjust that strategy promise and service provision based on factors that can impact the enterprise.

Return to Summaries List.

photo: depositphotos/marish

 

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