Hotel and Resort Services Marketing
May 23 – May 24, 2017
The objective of this course is to introduce trainees to the marketing concepts, strategies, theories and practices of today in assessing and solving marketing problems, specifically in hospitality context. Trainees will learn how to stay ahead of the competition by understanding and applying sound marketing principles such as marketing mix (8Ps), market research, consumer and organizational behavior, managing customer loyalty, positioning and, market segmentation.
This course also provides new insights into the understanding of different types of services, service quality dimensions, and how service quality can managed and improved. With this in mind, the course also focuses on how hoteliers can handle complaints and improve their service recovery system.
In addition trainees will learn and demonstrate ability to effectively communicate their thinking, and develop a comprehensive marketing plan and apply course concepts to real or imaginary products.

Course Topics:
– Marketing for hospitality and tourism
– Market research and writing a marketing plan
– Buyer’s behaviour
– Selecting the perfect customer
– Designing and managing the perfect marketing program
– Keeping the perfect customer
– Improving service quality
– Complaint handling and service recovery
Learning outcomes: ( By finishing this course, trainees should be able to: )
– Understand the role of marketing in Hotel businesses.
– Demonstrate and understanding of the environment of Hotel businesses.
– Collect, process, and analyse consumer data to make informed marketing decisions.
– Understand consumer and organizational buying market and their buying decision process.
– Create an integrated marketing program, which includes product, price, place and promotion and,measures of effectiveness.
– Develop marketing strategies based on product, price, place and promotion objectives.
– Construct sales plans and a professional interactive oral sales presentation.
– Apply the main strategies of developing customer loyalty through building long-term relationships.
– Improve each trainee’s critical thinking skills.
Methodology:
The curricula of this course will focus on creative thinking, dialogue, and practical examples through employing international and local best practices.

Target Group:
This interactive training program is designed for managers and professionals in hospitality who want to further develop their understanding of marketing strategy, processes, and best practices. Participants might include:
– Professionals who are new to a marketing role or who lack formal marketing education.
– Marketers who want to evaluate emerging trends in a strategic context in hospitality services.
– Decision makers in other functions—such as sales, finance, product management, product development, or general management—who want to work more effectively with their company’s marketing team.
The Trainer :
Dr Ahmad Shamout
Our trainer for this course is a professional in hospitality and tourism marketing, an academic and a researcher, has a PhD in Hospitality and Tourism Marketing from Victoria University in Australia. He is currently assistant professor in the Department of Business Administration at Al-Balqa’ Applied University in Jordan, where he has been a faculty member since 2008. His academic career has started in 1998 after his working in the banking industry since 1995. He taught and trained in a number of universities such as Victoria University in Australia and University of Jordan and, currently associated with Dar Al-Diafa for Hospitality and Tourism Education Consultancy. In the period between 2013 and 2015, he was chosen to work as a dean of Royal Academy of Culinary Arts in Jordan.
For more information please visit the facebook’s event page: https://web.facebook.com/events/1321909291179464/