Description:

This course will focus on practical sales and marketing techniques for the hotel industry. It will cover a marketing plan and advertising campaign for a hotel, including identifying target markets, prospecting for sales leads and using sales techniques. This course is typically offered in the fall semester. 3 hrs. lecture/wk.

Supplies: Refer to the instructor's course syllabus for details about any supplies that may be required.

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Summarize major trends affecting the hospitality industry.
2. Describe how sales and marketing fit into the total hotel operation.
3. Explain the different parts of an organizational chart of the sales office.
4. Explain the importance of a marketing plan and describe how it is developed.
5. Identify and demonstrate an understanding of different sales techniques and how to “prospect” for the most appropriate sources of additional business.
6. Identify and demonstrate an understanding of negotiation and closure techniques.
7. Discuss the different legal aspects of a sales contract.
8. Describe the importance and relationships of internal sales in food and beverage, catering, meeting room and guest rooms.
9. Write and develop an advertising campaign including public relations and publicity projects.
10. Discuss and identify different market segments and how to attract them.

Content Outline & Competencies:

I. Introduction
   A. Hospitality sales and marketing
      1. Discuss hospitality trends.
      2. Distinguish marketing from sales.
      3. Discuss management’s role in marketing and sales .
      4. Discuss the importance of sales.
   B. Parts of a marketing plan
      1. Identify the parts of a marketing plan.
      2. Research and write a marketing plan for a specific hotel.
   C. The sales office
      1. Identify all parts of a sales and marketing department .
      2. Design an organizational chart for different types of hotels.
      3. Discuss the relationships sales office must have with different
departments.

II. Sales Techniques
   A. Personal sales
      1. Identify prospecting techniques.
      2. Prepare and demonstrate a presentation sales call.
      3. Identify ways to increase sales productivity.
      4. Demonstrate a typical sales call from preparing to signing the
contract.
   B. Telephone sales
      1. Demonstrate the basics of telephone communication.
      2. Write a telemarketing script.
      3. Discuss the pros and cons of telephone sales.
   C. Internal marketing and sales
      1. Discuss and demonstrate the difference and the importance of
internal sales and internal marketing.
      2. Identify effective internal merchandising.
      3. Develop special services and in-house promotions.
   D. Restaurant and lounge sales
      1. Describe techniques of developing repeat business.
      2. Write different positioning statement for different types of
restaurants and lounges.
      3. Develop different promotions and merchandising campaigns.
      4. Discuss other food and beverage options for a hotel.
   E. Banquet and meeting rooms
      1. Describe a catering department within a hotel.
      2. Distinguish between outside catering and inside catering in a
hotel.
      3. Discuss the differences between sleeping room sales and meeting
room sales.
      4. List the importance of audio visual in today’s meeting room
market.

III. Advertising, Public Relations and Publicity
   A. Effective advertising
      1. Discuss the reasons to advertise.
      2. List the types of advertising.
      3. Develop an advertising plan.
      4. Analyze what advertising tools (outdoor, displays and collateral
materials) would be most effective for different hotels and campaigns.
      5. Measure the effectiveness of different types of print
advertising.
      6. Research and develop a direct mail campaign.
      7. Measure the effectiveness of the direct mail campaign.
      8. Discuss the pros and cons of different types of broadcast
advertising.
   B. Public relations and publicity
      1. Develop a public relations campaign.
      2. Handle different types of publicity.
      3. Write a press release.

IV. Marketing
   A. Marketing to different market segments.
      1. Describe the different types of business traveler.
      2. Identify the needs of and how to reach the business travelers.
      3. Describe the different types of leisure traveler.
      4. Identify the needs of and how to reach the leisure travelers.
      5. Discuss the special needs and wants of travel agents and meeting
planners and how to meet them.
      6. Identify ways to reach travel agents and meeting planners.
      7. Describe different types of meeting planners and their needs.
      8. List other special market segments and some ways to reach
them.

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

Final Exam                        200 pts ( 29% of grade)
Three tests at 100 points each    300 pts ( 43% of grade)
Case Studies                      100 pts ( 14% of grade)
Project                           100 pts ( 14% of grade)
       Total                      700 pts (100% total)

Caveats:

1. Be able to go on tours.

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.