Marketing of Services: Successful Sales Management

Duration

3 or 4 weeks
Credits

4/10
Start date

July 7th
Modality

On-campus
Languages

English

What does the training consist of?

Tourism is regarded as one of the key business sectors for a vast majority of countries. Its role in the economy forces governments and especially businesses operating in tourism-related fields to continuously rethink their strategies to enhance their profitability. In this context, and in order for businesses to maintain their competitiveness, marketing and sales programs are increasingly gaining in importance.

Therefore subject areas such as Revenue Management, Communication, Marketing and Sales Management have been further advanced and nowadays represent crucial operation units for enterprises in the tourism business. The program has the intention to successfully lead the participants through the different commercialization paths that are required by the current market situation. The instruments and methods to analyze and develop strategies stand in the center of the lectures so as to provide the necessary tools to adequately react to the need of every market.

Area of Study: Hospitality

Objectives

Contextualize the strategic plan of a company/a destination.
Acquire and deepening knowledge of distribution channels as part of the marketing mix with a focus on retail trade.
Understand the overall picture of the distribution, get to know the distribution channels, its characteristics and current trends; address implantation techniques of retail trade and the techniques of merchandising.
Present the Internet as a distinctive marketing tool to commercialize tourism businesses so as to maximize performance and profits of the hotels. Acquire the key functions to optimize results.

Acquire different communication techniques in the tourism sector.
Practice communication techniques in the course by designing a communication plan.
Introduce the participants to the bases and essentials of the RM techniques and train them in the development of reasoning on key functions (managing demand, price determination, and decision making related to marketing and sales).

Modalities and general structure

3 Week Modality	4 Week Modality
	+FINAL PROJECT
75 hours of instruction	90 hours of instruction
July 7th - July 24th 2025	July 7th - July 31th 2025

General Structure

Marketing of Services: From Strategy to Commercialization

Marketing of Services: From Strategy to Commercialization

Strategies to Improve Loyalty and Revenue

Communication Strategies for Attracting and Retaining Customers
Revenue Management: Striving for Optimal Revenues

Subjects

Marketing of Services: From Strategy to Commercialization

Marketing of services.
Strategy, the main step.
International marketing.
Keys in commercialization strategies.
Commercialization channels.
Electronic distribution: strategic decisions regarding the choice of appropriate distribution channels.
Customer cycle.

Strategies to Improve Loyalty and Revenue

Communication Strategies for Attracting and Retaining Customers

Branding.
The communication value.
Corporate communication.
Communication channels.
Reputation online: the role of communication channels influencing customer loyalty.

Revenue Management: Striving for Optimal Revenues

Introduction & Revenue Management basis.
Revenue Management indicators.
Forecasting and its importance in Revenue Management.
Capacity management.
Pricing.

Methodology and evaluation system

Methodology

The learning methodology applied in this course consists of several key elements that allow achieving the above mentioned objectives simultaneously. The methodology is defined as follows:

1.In-class lectures that transfer basic and specific knowledge. Class participation is crucial in order for students to acquire the necessary knowledge and skills targeted in the program.

2.Case Studies reflect the content so as to help the student put into practice the theoretic contents.

3.Complementary activities such as visits that support the students in further understanding and implementing the contents provided by the program.

In case of four week modality program: During an optional extra week students will have to develop a Final Project working in small groups where their skills of self-management, responsibility, leadership and teamwork will be reinforced and practical knowledge gained through in depth, methodical study of the chosen topic. During this process students will be guided by tutors and will have to present and defend the project on the last day of the course.
Evaluation system

The evaluation of the program will be conducted by reviewing the students’ work and participation during the program. The participants are evaluated on a daily basis during the lectures and through the practical cases to be developed and defended. Attendance to all lectures and professional activities is mandatory.

In case of 3 week modality program:

The continued evaluation stands for 60% while the final test evaluation for 40% of the general mark of the program.

3-WEEK MODALITY %

Continued Evaluation 60%

Final Exam 40%

In case of 4 week modality program:

The continued evaluation will stand for 40%, the final test evaluation for 20% and the mark for the Final Project for 40% of the general mark of the program.

4-WEEK MODALITY %

Continued Evaluation 40%

Final Exam 20%

Final Project 40%

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3-week Modality		4-week Modality
TUITION FEE (LODGING NOT INCLUDED)	2.319 €	TUITION FEE (LODGING NOT INCLUDED)	2.953 €
TUITION FEE + LODGING WITH FULL-BOARD	3.596 €	TUITION FEE + LODGING WITH FULL-BOARD	4.595 €

3-week Modality	4-week Modality
July 6th 2025 - July 25th 2025	July 6th 2025 - August 1st 2025
Full board included 7 days a week	Full board included 7 days a week

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Information for future students

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Marketing of Services: Successful Sales Management