RED BANK REGIONAL HIGH SCHOOL CURRICULUM MAP Course Title: Hospitality & Entertainment Marketing Grade Levels: 11, 12

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1 What is Hospitality Marketing Marketing Basics Hotel Marketing: A competitive Industry The Importance of Hospitality Marketing Types of Hospitality Markets Key Players in Hospitality Operations Selling Hospitality Hotels and Motels Bed and Breakfasts Conference Centers and Resorts Restaurants Tourism Human Resources Department Front-of-the-House Operations Back-of-the-House Operations Diversity Issues in the Hospitality Industry Marketing the Hotel or Restaurant Hotel Reservations Sales and Event Planning Describe basic concepts of marketing. hotel amenities and explain why they are important to guests. Define the seven key marketing functions, service marketing and how it relates to the hospitality industry Explain why travel and tourism is critical to the US economy. Distinguish between front and back-of-the-house operations in a hotel or restaurant. Define differences among hotel and motel types, the concept of a bed and breakfast, & a conference center. List advantages that each type of hotel or motel has in its particular business. Explain how bed and breakfasts differ from other types of lodging, & the main principle of resort lodging. Differentiate among different types of restaurants. Identify reasons for the growth of restaurant sales & factors that encourage international tourism. Explain the ripple effect of tourist dollars. Describe basic responsibilities of the human resources department; basic activities of front-of-the-house operations; & positions in the housekeeping department, engineering department, and kitchen of a typical hotel. Identify types of employee compensation and recognition, employee positions in food and beverage outlets, & back-of-the-house operations in a typical hotel. Explain how diverse cultures affect the hospitality industry. Discuss ways hotels are making opportunities available for minorities. Identify several roles that contribute to the hospitality marketing effort, different ways to make hotel reservations and explain different types of reservations, & markets for potential group sales. Describe the impact of the Internet on hospitality marketing, & the impact of technology on the reservation business. Explain strategies for increasing sales in hospitality businesses. Define hospitality event marketing. List sales strategies for event marketing., 6, 8, D 4, 5 5 days

2 Hospitality Promotion Developing Promotional Strategies Advertising and Public Relations Special Promotional Strategies for Hotels Define the promotional mix, advertising, and describe different advertising methods, sales promotion. List the steps involved in personal selling. Discuss the differences between public relations and publicity. Describe different sales promotions used in the lodging Promoting to Target Markets Pricing and Financing Hospitality Marketing Information Management Customer Demographics The Business Traveler The Leisure Traveler The International Traveler Hotel Pricing Strategies Restaurant and Tourism Pricing Strategies Purchasing Strategies Financing Various Forms of Ownership Maintaining a Customer Database Maintaining a Favorable Occupancy Rate Customer Satisfaction: Repeat Business Maintaining Industry Standards industry. Define target market, and list the five elements of market segmentation; business traveler; & leisure travel. Explain the role of demographics in hospitality marketing & special considerations for international travelers. Describe the latest trends and technology affecting business travelers & the latest trends for leisure travel, the importance of international travel. Define types of room rates in a hotel. Describe procedures for determining room rates and prices, basic concepts of restaurant pricing, basic procedures used in purchasing & basic types of hotel and restaurant ownership. Discuss factors that affect airline ticket prices & the processes of receiving, storing, issuing, and reordering supplies. List different sources of financing available when buying a business. Describe how technology allows the hospitality industry to keep up-to-date customer records, ways in which restaurants can increase customer satisfaction. Explain how hospitality employees collect information for the customer database, how sales efforts are tied to personal service. Define occupancy rate and yield management. Discuss two strategies for increasing occupancy rates. Identify successful strategies used by hotels and restaurants to generate repeat businesses. List basic hospitality standards., 6, 8, 5

3 Product and Service Management Hotel Product and Service Planning Special Hotel Services Your Hotel Image is Showing Risk Management Restaurant Product and Service Planning Define the produce and service mix & types of insurance coverage available for hotels. Explain typical rating systems used in the lodging business, & the importance of uniforms to the image of a hospitality business. Describe the services offered by hotel personnel, the importance of hotel atmosphere and furnishings, common security measures used in the lodging industry & basic concepts of product and service planning for restaurants. List types of technology available to hotel guests and major factors considered when planning products and 9.2-F 1, 3, 5 5 days Distribution for Hospitality Planning for the Future Traditional Travel Intermediaries Internet Travel Intermediaries Selling Hospitality Using Web Sites Keeping ahead of the Competition The Role of Technology Remodeling to Meet Future Demands services for restaurants. Describe challenges facing travel agencies & basic principles of effective web site design. List several sales strategies employed by travel agencies. Identify other travel-planning outlets & four uses of the Internet for hospitality marketing. Define an Internet travel intermediary. Explain the basic operation of two prominent Internet travel intermediaries. List information hotels need to stay competitive, other areas where technology systems are used in hotel management, & the reasons for renovations in hotels. Describe customer relationship management systems, factors to consider when selecting a property management system, & the effect of technology on renovations. Explain the use of common standards for technology in the hospitality industry., 5, 5 Career Opportunities in the Hospitality Industry Preparing for a Hospitality Career Education Requirements Mobility Required for Advancement Describe opportunities available in the hospitality industry, the characteristics of a successful hospitality employee, the benefits of hospitality education for both employee and employer, & how the Internet has affected hospitality career searches. Identify the four parts of a career-planning strategy. List types of opportunities for education in the hospitality field. Explain the need for mobility in the hospitality industry., 5, 5, 6, 7, 8, 9, C D 1, 4

4 Marketing Basics -- Sports Marketing, Entertainment Marketing, Recreation Marketing What is Sports and Entertainment Marketing College and Amateur Sports Professional Sports Marketing Products and Services Through Sports Marketing College Athletics Economic Impact of College Athletics Amateur Sports Big League Sports Attracting a Professional Team Agents, Managers, and Ethics Using Sports to Market Products Sponsorship Promotion Endorsements Review the basic concepts of marketing and the seven key marketing functions. Define sports marketing, and understand the importance of target markets. Identify sports marketing strategies. Understand why marketing must relate to the specific audience. Relate advances in entertainment technology to changes in distribution. Recognize the power of television as a marketing tool. Apply the marketing mix to recreation marketing. Describe marketing for the travel and tourism consumer. Explain the importance of the NCAA and team rankings to college sports & the reasons for realignment of college conferences. Define market segmentation. Discuss the growing market surrounding women s college athletics & marketing and sponsoring of amateur sports. Understand the benefits of college sports to the home community & the economic benefits of amateur sports. Identify benefits of sponsorship and licensing to a team. Discuss the financial impact of professional sports. Identify the perks associated with big league sports. Describe the distribution process for a professional sports team. Explain the process for financing a professional sports team & ways professional sports organizations and their sponsors develop an athlete s character. Understand the role of sports agents. Assess the importance of ethical behavior on an athlete s promotional value. Understand the enormous market for sports & the tools used in promotion. Explain emotional ties to sports and earning power of women in sports & sponsors and their investments. Discuss the marketing cycle, prohibited sponsorship & promotion and its objectives. Define endorsements and their restrictions. Describe qualifications for endorsers. 9.2-D 4, 5

5 Public Images Public Relations Fans Publishing and Speaking Engagements Advancing the Cause Sports Marketing Community Service Sports Camps Workshops Marketing Firms The Global Market Careers in Sports Marketing Discuss the importance of positive public relations for sports & the importance of marketing research before undertaking a licensing agreement. Explain how public relations firms assist in creating favorable images, & how a sports figure can be successful in the lecture circuit. Evaluate how athletes can affect public perceptions. List the advantages of fan clubs to both fans and athletes. Describe successful sports licensees and sponsors & the steps in the creation of popular sports books. Describe the importance of charities and tournaments to the successful images of athletes and teams. Explain why athletes become involved with or create their own foundations & why sports celebrity camps have become increasingly popular. Define the importance of corporate and business contacts in the area where a sports camp will be held, & the relationship between sponsorship and interest in one-day seminars. Evaluate three methods of advertising workshops, and discuss the benefits of each. Explain the role of a sports marketing firm & some challenges in marketing the Olympics and women s sports. Understand the importance of maintaining a positive image for sports owners and marketing firms. Describe sports that have become popular internationally, ways in which sports marketing has increased international awareness of sports & skills and personal characteristics necessary for a career in sports marketing. Identify numerous sports marketing careers.

6 Entertainment Industry Entertainment Profits Distribution of Entertainment Marketing Music and Theater Awards and Annual Events Entertainment Marketing Careers 5 days Marketing Entertainment Recreation Marketing Customized Entertainment Entertainment Technology and Marketing World Entertainment Marketing Recreational Sports Travel and Tourism Resorts and Theme Parks Recreation Marketing Careers Explain profit and cost-cutting strategies in the motion picture industry, two kinds of theater promotion & the promotional value of entertainment awards. Calculate film revenue, and discuss the importance of foreign markets for movies. Describe financing in auto racing. Understand the different kinds of entertainment distribution & the promotion of rap music. Discuss promotional strategies for motion pictures, the legalities of music distribution, ways in which entertainment is distributed & the preparation needed for a career in the entertainment marketing field. Comprehend the skills needed for specific jobs in entertainment marketing. Explain customizing entertainment products for a market segment & the impact of technology on entertainment. Describe customized entertainment marketing for Baby Boomers & the need for balance between privacy and marketing information. Examine the global marketing of entertainment. Understand global distribution of entertainment. Examine marketing strategies based on changing demographics. Apply market information to recreational events. Understand how technology has changed travel marketing & the importance of partnerships between airlines and recreation destinations. Comprehend the magnitude of modern travel. Discuss the popularity of halls of fame as destinations. Explain the difference between theme parks and resorts and their marketing strategies. Describe careers in recreation marketing. Develop a recreation marketing career plan. 9.2-D, 5

7 Marketing Plans Promotion Market Research Develop a Marketing Plan The Bottom Line Legal Issues for Sports and Entertainment Laws and Contracts Unions Licensing Explain the purpose of advertising. Understand the elements of promotion, the human element in marketing research, the components of a strategic marketing plan & types of financing related to sports and entertainment marketing. Define the purposes of marketing research. Comprehend the purpose of a marketing plan & the profit motive behind sports and entertainment marketing. Understand risk management in sports and entertainment marketing. Recognize the importance of copyright law. Discuss the need for contracts. Analyze the public relations impact of labor laws on sports. Assess the financial harm that strikes may cause to a sport. Explain licensing. Describe the financial value of licensing sports and entertainment merchandise. grade Texts: Hospitality Marketing Sports & Entertainment Marketing South-Western Educational Publishing Hospitality Marketing

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