Expand+This module aims to provide the learner with an introduction to marketing. It will give the student an understanding of the role of marketing in connecting a business with its customers, while also placing an emphasis on the role of media/social medi...

Hide-This module aims to provide the learner with an introduction to marketing. It will give the student an understanding of the role of marketing in connecting a business with its customers, while also placing an emphasis on the role of media/social media in the delivery of marketing activities within hospitality/culinary operations.

This module gives students greater exposure to digital technologies enabling graduates to work within an organisation to competently create social media campaigns and develop content as part of an overall marketing strategy. Furthermore, the learner will gain an understanding of strategic marketing planning and how environmental factors impact on marketing planning.

What will the time commitment be?
Each 5 credits will normally equate to approximately 100 Total Learning Hours. Total Learning Hours includes the time you spend in class (lectures, tutorials, practical elements) and the time you spend completing work outside of college. The balance between these two varies by discipline, and by level of study. You should bear in mind that the workload will increase at particular times e.g. when assignments are due.

Expand+What modules will I study?
Content:

Introduction to Marketing: An introduction to the philosophy of marketing and how it translates to the hospitality/culinary business environment. This section examines the core concepts of marketing, the market...

Hide-What modules will I study?
Content:

Introduction to Marketing: An introduction to the philosophy of marketing and how it translates to the hospitality/culinary business environment. This section examines the core concepts of marketing, the marketing environment and its relationship to the overall management function.

Analysis of Marketing Opportunities (Understanding the Customer): This section addresses; Market Research, examining quantitative and qualitative research and its relevance in establishing a new hospitality/culinary operation. Market Segmentation, basic theories on concepts of targeting and positioning a product/service and developing a Unique Selling Point.

Product Concept: This section examines the product concept as it pertains to hospitality/culinary operations through New Product Development (NPD), Product Life Cycle (PLC). This section also examines branding, brand positioning, merchandising and packaging.

Distribution Decisions: This section examines the various channels of distribution and investigates the factors that should be taken into account (product/service, market, business strategies, legal issues) in choosing the distribution channel that best suits a hospitality/culinary operation.

Marketing Communications & Contemporary Issues: The use of the various marketing communications tools such as PR, Direct Marketing, Advertising, Sales, Promotion and Sponsorship will be addressed here. This section also examines e-Marketing and Social Network Advertising; e-Mail Advertising, Blogs and Search Engine Result Positioning as part of the e-marketing strategy of an organisation operating within hospitality/culinary industry.

Pricing Decisions: Examination of factors affecting price with reference to pricing policies, the pricing process and pricing strategies.

Menu Performance: This section establishes some theoretical relations between menu planning, pricing and design and overall menu performance.

Customer Service Management: Management of standards of performance and customer satisfaction as a key performance indicator. Identify methods of measuring customer satisfaction and recognising gaps in customer expectations.

Marketing Planning and Management: This section focuses on developing a marketing plan for a hospitality/culinary operation taking into consideration analytical tools such as Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis, Political, Economic, Social, Technical, Environmental and Legal (PESTEL) Analysis and Porter's 5 Forces Analysis.