2nd year IIHM

Applied Marketing
Outline of Learning and teaching Programme

Week Teaching Methodology

1.
Aim: The student would be able to understand how to formulate the system in order
1hr to market products and services to the consumers to maximize sales, develop brand
equity, capture market share and finally optimize profitability for the organisation.
Lecture: ppt presentation on marketing mix.
Learning outcome:
o The students should be able to define the term marketing mix. with respect to
place, promotion, price and product..
o The students should be able to differentiate between food service products and
other products.
Essential reading:
o Hotel and Food Service Marketing .Marketing for Hospitality and Tourism
(Philip Kotler, John Bowen, James Makens)
Assignment:
In relation to the 4 Ps of marketing, follow the classroom activity. .

2. Aim: The student would be able to understand how and why new products need to
be developed by organisations.
3hr
Lecture: ppt presentation on new product development.

Learning outcome:
o Students should be able to illustrate why new products are developed.
o Students should be able to enlist the main sources of new product ideas.
o As a student they should be able to draw up an appropriate marketing strategy for
the launch of the new product.
Essential reading:
o Marketing in hospitality and Tourism.
o Food Service Marketing.

ASSIGNMENT: ( please refer to print pages in ppt presentations)

A case study on new product development is to be given in class. A group of 5 students
each should be formed where they would discuss the aspects of the case study and
critically analyse it. It would be followed by a group presentation in the 4th week.
3. Aim: The student would be able to understand how to differentiate products and
services by attaching different value to its image - brand.
2hr
Lecture: ppt presentation on Branding.

Learning outcome:
o The students should be able to differentiate among the various brands.
o They should be able to distinguish one brand from the other.
o They should be able to conceptualise the importance of branding.

ASSIGNMENT: (please refer to ppt presentations)

Activities embedded in classroom lectures and tutorial session. – Please see ppt slides
for details.
4.
Aim: The student would be able to conceptualise how products and services could
3hrs be priced to be able to market itself in the market place.
Lecture : ppt presentation on pricing strategies.

Learning outcome:
o The students should be able to argue the different ways a product could be priced
to meet different marketing objectives – pricing methodologies, factor pricing,
psychological pricing etc.
o The students should be able to list the differences between the different types of
pricing strategies.
o The students should be able to suggest the applicable pricing strategies for a
variety of products and services.
Essential reading:
o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandler’s, Inn)
o Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James
Makens, Marketing by Jobbers)
Assignment: please view case study attached in the ppts.
A case study on pricing strategies is to be given in class. Groups would be formed
wherein the students would discuss the perspectives followed by group presentations in
the 3rd week.
5.
Aim: The student would be able to conceptualise how place / location as an element
3hrs plays a vital role in reaching the product or the service to the prospective customer.

Lecture: ppt presentation on place – channel distribution etc.

Learning outcome:
o Students should be able to analyse the right way to reach the product to the
customer through the use of different type of distribution concepts – channel,
retailers, referral systems etc.
Essential reading:
o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandlerl’s, Inn)
Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James Makens,
Marketing by Jobbers)

ASSIGNMENT:
Activities embedded in classroom lectures and tutorial session. – Please see ppt slides for
details.

6. Aim: The student would be able to conceptualise how products and services are
communicated, advertised, merchandised to the prospective customers / buyers.
4hrs
Lecture: ppt presentation on strategic and holistic concepts of product and services
promotions.

Learning outcome:
o Students should be able list the advantages, limitations and strategic concepts
applied in the promotion of different products and services.
o Students should be able understand the different process of communications
o The use and elements of advertising as the most powerful method of
communication , brand building and image creation used by organisations.

Essential reading:
o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandler’s, Inn)
Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James Makens,
Marketing by Jobbers)

ASSIGNMENT:
Activities embedded in classroom lectures and tutorial session. – Please see ppt slides
for details.
7.
Aim: The student would be able to appreciate the use of the other powerful
3hrs promotional methods applied in the hospitality industry to increase awareness,
sales.

Lecture: ppt presentation on tactical promotional methods.

Learning outcome:
o Students should be able list the advantages, limitations and tactics applied in the
 promotion of different products and services.
o Public relation
o Personal selling
o Sales promotion

Essential reading:
o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandler’s, Inn)
Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James Makens,
Marketing by Jobbers)

ASSIGNMENT:
Activities embedded in classroom lectures and tutorial session. – Please see ppt slides
for details.
8.
Aim: The student would be able to understand how the market is segmented
3hrs according to – the characteristics preferences of the community, buying power, life
style, background etc. and apply the concepts to market hospitality products and
services to different groups of people.

Lecture: ppt presentation on market segments.

Learning outcome:
o Students should be able to differentiate the buying behaviors of different groups
of people.
o Students should be able to list the preferences of different groups of people.
o Should be able to identify the applicable way to reach or communicate to those
groups.

Essential reading:
o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandler’s, Inn)
Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James Makens,
Marketing by Jobbers)

ASSIGNMENT:
Activities embedded in classroom lectures and tutorial session. – Please see ppt slides
for details.
10.
Aim: The student would be able to conceptualise how buyers of products and
4hrs services for perception about products /services and match their demands in
accordance with their perception.
Lecture: ppt presentation on consumer behavior.

Learning outcome:
o Students should be able to understand what influences the buyers choice of
products, services, price conceptions leading to the classical 5 stage decision
making processes while buying a product or a service.

Essential reading:
 o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandler’s, Inn)
Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James Makens,
Marketing by Jobbers)

ASSIGNMENT:
Activities embedded in classroom lectures and tutorial session. – Please see ppt slides
for details.
9
Aim: The student would be able to understand how to conduct market research to
4hr. be able to identify demands, preferences and buying power of hospitality products
and services.
Lecture: ppt presentation on market research.

Learning outcome:
o Students should be able to understand how basic data collection is done,
identification of samples are selected, questionnaires are formulated, and
tabulation and interpretation of data is done.

Essential reading:
o Hotel and Food Service Marketing. (Olsen & Teare, Peter, Sandler’s, Inn)
Marketing for Hospitality and Tourism (Philip Kotler, John Bowen, James Makens,
Marketing by Jobbers)

ASSIGNMENT:
Activities embedded in classroom lectures and tutorial session. – Please see ppt slides for
details.

Total hours – 30 hrs

Final Assessment - case study with question and answers – 3 hrs written paper.