SUNY Oswego Summer Nice, France

Tourism Program
Ecole Suprieure de tourisme (EST)
Course Syllabus

The 4 week course is followed by a two week internship

Course Title: MARKETING FOR HOSPITALITY AND TOURISM (3 credits)

1) What is hospitality and tourism marketing?

2) Service characteristics of Hospitality and Tourism Marketing

The service culture
Characteristics of service marketing
The servuction model

3) Consumer markets and Consumer buying behaviour

Marketing highlight : Senior Consumers
Consumer involvement in the buying decision
The buyer decision process
Marketing highlight : Unique aspects of hospitality and travel consumers

4) Organizational Buyer behaviour of Group Market

The organizational buying process
Major influences on organizational buyers
Organisational buying decisions
Group business markets
Dealing with meeting planners
The corporate account and corporate travel manager

5) Market segmentation, targeting and positioning

Market segmentations and targeting
Marketing highlight : The Business traveller
Positioning for a competitive advantage

6) Building customer loyalty through quality

Defining customer value and satisfaction
Benefits of Service Quality
Developing a service quality program

7) Pricing considerations, Approaches and strategy

Factors to consider when setting prices
General price approaches
Pricing strategies
Marketing highlight : Aspen skiing company

8) Distribution channels
Nature and importance of distribution systems
Marketing intermediaries
Marketing highlight : Top ten ideas for working with travel agents
Selecting channel members

1
Promoting products
Steps in developing effective communication
Setting the total promotion budget and mix
Major decisions in advertising
Direct marketing
Sales promotion
Public relations opportunities for the hospitality industry
Marketing highlight : How does a advertising agency work ?

10) Professional sales

Nature of Hospitality sales
Sales force objectives
Sales force structure and size11) Marketing plan
Purpose of a Marketing plan for Tourism and Hospitality
Environmental analysis and forecasting
Next years objectives and quotas
Action plans : strategies and tactics

Course Title : DESTINATION MARKETING (3 credits)

1) The globalization of the Tourist industry

2) Importance of Tourism to a destinations economy

The tourism destination
Benefits of tourism
Management of a tourist destination
Sustainable tourism

3) Tourism strategies and Investments

Investment in tourist attractions

4) Segmenting and monitoring the tourist market

Identifying target markets
Classification of visitor segments
Monitoring the tourist markets

5) Communicating with the tourist market

Competition for visitors involves image making
Developing packages of attractions and amenities

6) Organizing and managing Tourism Marketing

Influencing site selection

Marketing highlights

Hong Kong hotels association

Stop the brutal marketing
National tourism organizations : how they work