Subjects
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
FINAL PROJECT (4 WEEKS OPTION)
MARKETING OF SERVICES: FROM STRATEGY TO COMMERCIALIZATION
MARKETING OF SERVICES: FROM STRATEGY TO COMMERCIALIZATION
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.
Contents:
- 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
Objectives:
- Acquire different communication techniques in the tourism sector.
- Practice communication techniques in the course by designing a communication plan.
Contents:
- Branding.
- The communication value.
- Corporate communication.
- Communication channels.
- Reputation online: the role of communication channels influencing customer loyalty.
REVENUE MANAGEMENT: STRIVING FOR OPTIMAL REVENUES
Objectives:
- 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).
Contents:
- Introduction & Revenue Management basis.
- Revenue Management indicators.
- Forecasting and its importance in Revenue Management.
- Capacity management.
- Pricing.