FASHION MARKETING



Tour/Hospitality Marketing WVEIS Code 0437

This course focuses on the importance of marketing in the tourism and hospitality industry. Careers in the tourism and hospitality are also explored.

Standard 1: Fundamentals of Marketing (0437.S.1)

Describe the fundamentals of marketing.

Fundamentals of Marketing Objectives

The student will:

0437.1.1 Describe the environment for marketing in the hospitality and travel industry.

0437.1.2 Define the role of marketing and its importance.

0437.1.3 Explain the functions of marketing.

0437.1.4 State the marketing concept.

0437.1.5 Describe the economic benefits of marketing.

0437.1.6 Identify the 4 P’s of the marketing mix.

0437.1.7 Illustrate the use of product positioning.

0437.1.8 Analyze variables in both the consumer and industrial markets (demographics, geographics, psychographics) that determine the target market.

0437.1.9 Construct a customer profile.

Standard 2: Marketing and Travel (0437.S.2)

Identify the importance of marketing in the travel industry.

Marketing and Travel Objectives

The student will:

0437.2.1 Explain the meaning of services marketing.

0437.2.2 Differentiate between the marketing of services and the marketing of products.

0437.2.3 Discuss the fundamentals of the hospitality and travel marketing system.

0437.2.4 List the benefits of using the hospitality and travel marketing system.

0437.2.5 Define long- and short-term marketing planning.

0437.2.6 Distinguish between a strategic market plan and a marketing plan.

Standard 3: Marketing Opportunities in Tourism and Hospitality (0437.S.3)

Analyze marketing opportunities.

Marketing Opportunities Objectives

The student will:

0437.3.1 Differentiate between situation, market and feasibility analyses.

0437.3.2 Describe the steps in a situation analysis.

0437.3.3 Describe the steps in a market analysis.

0437.3.4 Describe the steps in a feasibility analysis.

Standard 4: Marketing Research (0437.S.4)

Analyze the importance of marketing research.

Marketing Research Objectives

The student will:

0437.4.1 Discuss the importance of marketing research in planning and implementing marketing strategies.

0437.4.2 Explain the function of a marketing information system.

0437.4.3 Describe the four important areas of marketing research.

0437.4.4 Describe the five steps in conducting marketing research.

0437.4.5 Write research instruments.

0437.4.6 Conduct marketing research to identify the market.

0437.4.7 Discuss the criteria used to determine the viability of market segments.

0437.4.8 List the bases that can be used to segment hospitality and travel markets.

0437.4.9 Describe the major demand and supply trends that influence the industry.

0437.4.10 Describe how the effectiveness of various marketing strategies varies with the product life cycle and an organization’s position in the industry.

0437.4.11 Identify the factors that have made positioning essential in the industry.

0437.4.12 Describe the approaches to positioning.

Standard 5: Customer Behavior (0437.S.5)

Discuss customer behavior.

Customer Behavior Objectives

The student will:

0437.5.1 Describe personal factors that influence customer behavior.

0437.5.2 Explain the factors that influences customers’ perception of the industry.

0437.5.3 Describe interpersonal factors that influence customer behavior.

0437.5.4 List the steps in the customer buying process.

Standard 6: Marketing Plan (0437.S.6)

Write a marketing plan.

Marketing Plan Objectives

The student will:

0437.6.1 Identify the characteristics of a marketing plan.

0437.6.2 List requirements for an effective marketing plan.

0437.6.3 Explain the benefits of having a marketing plan.

0437.6.4 Complete a demographic study to determine a market.

0437.6.5 Determine market potential.

0437.6.6 Identify direct and indirect competition.

0437.6.7 Evaluate competitive strengths and weaknesses.

0437.6.8 State the marketing concept.

0437.6.9 Utilize market segmentation and target marketing.

0437.6.10 Identify and apply the components of the marketing mix.

0437.6.11 Explain approaches to develop a marketing budget.

Standard 7: Product Development (0437.S.7)

Analyze the importance of product development.

Product Development Objectives

The student will:

0437.7.1 Identify the components of an organization’s product/service mix.

0437.7.2 Explain the steps in product development.

0437.7.3 Explain the potential benefits of marketing partnerships to hospitality and travel organizations.

Standard 8: People and Service Quality (0437.S.8)

Explain why people and service quality are important to the industry.

People and Service Quality Objectives

The student will:

0437.8.1 Explain the key role played by people in the marketing mix.

0437.8.2 Describe the total quality management (TQM) concept.

0437.8.3 Explain the importance of employee selection, orientation, training and motivating programs.

0437.8.4 Describe the concept of empowering employees.

0437.8.5 Describe the customer mix.

Standard 9: Distribution (0437.S.9)

Explain distribution in the industry.

Distribution Objectives

The student will:

0437.9.1 Differentiate between the distribution mix in the hospitality and travel industry and other industries.

0437.9.2 List the major travel trade intermediaries.

0437.9.3 Explain the roles played by each of the major travel trade intermediaries.

Standard10: Communication and the Promotional Mix (0437.S.10)

Identify the connection between communication and the promotional mix.

Communication and the Promotional Mix Objectives

The student will:

0437.10.1 List the elements of the promotional mix.

0437.10.2 Explain the communication process.

0437.10.3 Describe how the customer’s buying process stage and the buying decision classification influence the effectiveness of promotions.

0437.10.4 Discuss the goals of promotion.

0437.10.5 Explain the relationship of the promotional mix and the marketing mix.

Standard11: Advertising (0437.S.11)

Identify the importance of advertising in the industry.

Advertising Objectives

The student will:

0437.11.1 Identify the various types of media.

0437.11.2 Analyze the advantages and disadvantages of each type of media.

0437.11.3 Select the appropriate media for the target market.

0437.11.4 Identify standards for selecting advertising media.

0437.11.5 Evaluate the effectiveness of the advertising media.

0437.11.6 Explain the difference between consumer and trade advertising.

0437.11.7 Explain how the hospitality and travel industry tends to use advertising.

0437.11.8 Describe the role of advertising agencies.

Standard12: Sales Promotion (0437.S.12)

Identify the importance of sales promotion in the industry.

Sales Promotion Objectives

The student will:

0437.12.1 Identify the characteristics and benefits of sales promotion.

0437.12.2 Differentiate between the various types of sales promotion.

0437.12.3 Analyze the advantages and disadvantages of the various types of sales promotion.

0437.12.4 Select appropriate sales promotion.

0437.12.5 Explain the difference between special communication and special offer promotions.

0437.12.6 Develop a sales promotion.

0437.12.7 Evaluate the effectiveness of a sales promotion.

Standard13: Personal Selling (0437.S.13)

Identify the importance of personal selling in the industry.

Personal Selling Objectives

The student will:

0437.13.1 Identify the characteristics and benefits of selling.

0437.13.2 Differentiate between consumer and industrial sales.

0437.13.3 Describe the characteristics of the successful salesperson.

0437.13.4 Identify the steps in the sales process.

0437.13.5 Recognize cultural differences that are encountered in sales.

0437.13.6 Conduct a sales presentation.

Standard14: Public Relations (0437.S.14)

Identify the importance of public relations in the industry.

Public Relations Objectives

The student will:

0437.14.1 Identify the characteristics and benefits of public relations and publicity.

0437.14.2 Identify the audiences for public relations.

0437.14.3 Describe the steps in developing a public relations plan.

0437.14.4 Identify the vehicles used for public relations and publicity.

0437.14.5 Explain the role and advantages of public relations consultants.

0437.14.6 Write a media release.

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download