UNIT 1 : Introduction to Marketing

• Marketing
• Marketing Vs. Sales
• Evolution of Marketing Concept
• Role of Marketing In An Organization
• Core Concepts of Marketing Skills- Need, Want, Demand, Customer, Value
• Value Exchange Process
• Goods

Unit 2: Scanning the Market Environment

• Features of Marketing Environment:
• Types of Marketing Environment in the Hotel Industry
• Need for Environmental Analysis in Hotels
• Market Segmentation in Hotels
• Extended Marketing Mix (7Ps) in Hotel Services
• Market Research
• Qualitative vs Quantitative Research

Unit 3: Marketing Environment

• 5 Cs: Customer, Company, Competitor, Collaborator, Context
• Pestel Analysis
• SWOT Analysis
• BCG Matrix
• Porter’s 5 Forces Analysis

Unit 4: Consumer Product Acquisition Process

• Introduction to Customers
• Buying Roles
• Differences Between Individual Purchases and Organizational Purchases

Unit 5: Digital Marketing

• Digital Marketing
• Search Engine Optimization (SEO)
• Content Marketing
• Social Media Marketing
• Pay-Per-Click (PPC) Advertising
• Email Marketing
• Affiliate Marketing
• Influencer Marketing
• Conversion Rate Optimization (CRO)
• Web Analytics & Website Development

Case Studies

Glossary

References