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旅游市场营销Marketing for Hospitality and Tourism (双语)
主讲教师 齐新征/黄山学院
学习人数 505
开课周期 2022年02月19日 ~ 2022年05月31日
教学进度
预报名
进行中
已结课
课程期次 共 15 周
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Hello everybody, welcome to my online classroom “Marketing for hospitality and tourism”. This course introduces the principles of tourism marketing, discusses the various approaches and strategies that seem appropriate to marketing and promoting tourism and hospitality services. As you watch, you have chance to explore the competitive nature of this industry, to think how to economically and effectively advertise and promote their businesses, and how to measure, evaluate and stimulate customer satisfaction.


课程概述
课程大纲
  • Part1 Understanding the Hospitality and Tourism Marketing Process
    • Lecture1 What is Marketing for Hospitality and Tourism
    • Lecture2 Marketing Management Orientations
    • Lecture3 The marketing process
    • Lecture4 Four characteristics of service marketing
    • Lecture5 Management Strategies for Service Businesses
    • Lecture6 Marketing’s role in Strategic Planning
    • Lecture7 Developing Growth Strategies and BCG
    • Lecture8 Managing the Marketing Effort
  • Part2 Developing Hospitality and Tourism Marketing Opportunities and Strategies
    • Lecture1 The Company's Microenvironment
    • Lecture2 The Company's Macroenvironment
    • Lecture3 Factors Influencing Consumer Behavior
    • Lecture4 The buying decision process
    • Lecture5 Major steps in designing a customer-driven marketing strategy
    • Lecture6 Make Effective Segmentation
    • Lectur 7 Market Targeting Strategy
    • Lecture 8 How to Make Market Positioning
  • Part3 Developing the Hospitality and Tourism Marketing Mix
    • Lecture1 Product levels
    • Lectur2 Brand Decisions
    • Lecture3 Product life-cycle strategies(PLC)
    • Lecture4 Importance of internal marketing
    • Lecture5 The Internal Marketing Process
    • Lecture6 Understanding of general pricing approaches
    • Lecture7 Considerations in setting price
    • Lecture 8 Principles of market and demand
    • Lecture9 Pricing strategies
    • Lecture10 Revenue management
    • Lecture11 Responding to price changes
    • Lecture12 Nature and Importance of Distribution Channels
    • Lecture13 Hospitality Distribution Channels in China
    • Lecture14 Channel behavior and the organization
    • Lecture15 Five Major Promotion Tools
    • Lecture16 Integrated Marketing Communication
    • Lecture17 Steps of Effective Communication
    • Lecture18 Building customer relationships by Direct Marketing
    • Lecture19 Building customer relationships by Online Marketing
  • 考试
授课目标
预备知识
配套教材
  • 旅游市场营销
    6
    菲利普.科特勒,约...
    清华大学出版社
参考教材
  • 旅游市场营销
    菲利普.科特勒
    东北财经大学出版社
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授课教师
黄山学院
黄山学院
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