An Introduction to Marketing
Quick Programme Summary
| ◊ | Programme Code: | DT457 |
| ◊ | Award: | Short Course Certificate |
| ◊ | Duration: | 2 hours for 12 weeks (approximately 24 hours in total) |
| ◊ | Fees (2010/11): | 410 Euro |
| ◊ | Fees (2011/12): | To be announced late August |
| ◊ | Location: | DIT Cathal Brugha Street |
| ◊ | Post your application form to ... | School of Hospitality Management & Tourism, College of Arts & Tourism, DIT Cathal Brugha Street, Dublin 1 |
| ◊ | Application Closing Date: | Friday, 9th September 2011 |
| ◊ | Any queries? | T: (01) 402 4352 or E: tourism.hospitality@dit.ie |
Programme Description
This subject is introduced to provide students with a foundation in marketing principles and practices as applied to the hospitality and services industry. Individuals who wish to appreciate and apply marketing tools in the course of their work will find it of particular benefit. The marketing function is recognised in the hospitality and services sectors as being of increasing importance in the turbulent business environments of both sectors. Marketing's importance is being reflected in an increased allocation of expenditures both at industry and Government level.Content
- Introduction to hospitality services marketing and the marketing concept.
- Research Methodology - market analysis and research; presentation skills.
- The External Environment in the Hospitality Industry - Marketing planning; the STEEP process; SWOT.
- Segmentation, targeting and positioning - Market selection processes; segmentation variables; Factors that influence the hospitality customers' decision making processes; marketing approaches such as franchising, contract services, themes and brands, umbrella brands.
- The Marketing Mix - the 4 essential P's of marketing.
- The Marketing Mix - the 3 P's of hospitality services marketing.
- Hospitality Service Marketing and Quality - SERVQUAL as a marketing management tool.
- The Menu as a Marketing Tool - The Menu and the Marketing Mix Elements.
- Marketing Plans - The process of market planning and the marketing plan.
- Hotels Advertising
- In House Selling
How to Apply/Enrol
Completed application forms should be returned to the School of Hospitality Management & Tourism (address listed below) by Friday, 9th September 2011. Early application is encouraged. As the number of places is limited, candidates may be short-listed on the basis of information supplied on the application form. Late applications may be considered should vacancies remain. Candidates will be notified of the outcome or of any short-listing procedures.
Examinations
One assessment & One Exam
Award
Short course certificate of Dublin Institute of Technology. Students who successfully complete the examinations will be considered for exemption from the equivalent subject on the Higher Certificate Hospitality Services Management (Programme Code: DT451)
Progression
The examinations will be considered for exemption from the equivalent subject on the Higher Certificate in Hospitality Services Management programme (Programme Code: DT451) and/or on the BA in Hospitality Management programme (Programme Code: DT460).
