Course Roadmap

HOSPITALITY
MARKETING
Nur Agustinus
January 2019
Facilitator/Instructor
• Nur Agustinus
• Psychologist, Writer, Lecturer
• Office: Bina Grahita Mandiri
• Email: agustinus.nur@gmail.com
• HP/WA: 0818307319
• FB/IG: Nur Agustinus
• www.nuragustinus.com
 Course Description
• This course introduces the principles, concepts and systems
utilized in the marketing areas within the hospitality industry.
Information on market segmentation, marketing research,
public relations, promotions, packaging, pricing strategies and
the future of hospitality marketing.

Course Goals
• This course aims to develop student’s ability to analyze the
distinctive marketing needs of services. It relies upon practical,
real world case studies on a variety of diverse areas of
marketing to give students a broader knowledge of key issues
and the business environment to which decision making skills
can be applied.
 Course Objectives
Upon completion of this course, the student should be able to:
• Explain and expound upon the basics of marketing
• Evaluate the Hospitality industry, market segmentation and
determine market positioning
• Identify and explain the marketing methodologies related to
packaging, collateral material and promotional support.
• Apply pricing strategies and rates to maximize revenues
• Develop marketing plans and budgets to maximize limited resources
• Demonstrate an understanding of the new trends in marketing
technology (social media, mobile applications and E‐Marketing
application) and how they are changing marketing in the restaurant
and hospitality industry.
Rules #1
Rules #2
Rules #3
Rules #4
Rules #5: Make a Reflection
What we will study
this semester:
Week 1: Introduction to Hospitality Marketing
 Week 2: Segmentation, Targeting & Positioning

Segmentation, targeting, and positioning together comprise a three stage process. We

first (1) determine which kinds of customers exist, then (2) select which ones we are best
off trying to serve and, finally, (3) implement our segmentation by optimizing our
products/services for that segment and communicating that we have made the choice to
distinguish ourselves that way.
Week 3: SWOT Analysis
Week 4: Marketing Mix – 4Ps
 Week 5: Competitor Analysis
Identifying your competitors and evaluating their strategies to determine their strengths
and weaknesses relative to those of your own product or service. A competitive analysis
is a critical part of your company marketing plan.
 Week 6: Price Analysis
In marketing, Price Analysis refers to the analysis of consumer response to theoretical
prices in survey research. In general business, price analysis is the process of examining
and evaluating a proposed price without evaluating its separate cost elements and
proposed profit.
Week 7: Marketing Plan
If you fail to plan, you are planning to fail.
Week 8: Mid Examination
Week 9: Product Life Cycle Strategies
The product life cycle describes the
period of time over which an item
is developed, brought to market
and eventually removed from the
market. The cycle is broken into
four stages: introduction, growth,
maturity and decline.
Week 10: Service Marketing – 7Ps
Week 11: Understanding Customer Behavior
Week 12: Customer Relationship
Week 13: Marketing Channel
Week 14: Branding
Week 15: Role of Technology &
Social Media in Marketing
Week 16: Final Examination