Services Marketing for Tourism

Course Description:

IHMN 410: Provides an overview of services marketing as it relates to the hotel sector and tourism industry. It covers an introduction to the concepts of services marketing including the marketing environment, planning, market research, consumer buyer behaviour, and market segmentation. The role of marketing communications and the 7 P’s of services marketing will also be examined in detail and applied through the development of a full marketing plan. Additionally, the sales cycle and the critical elements of effective sales management including relationship selling, the sales call process, and the development of an effective sales plan are examined. (3 credits)