Certified Hospitality Sales and Marketing Professional

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Course Content

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Hotel Organization 8 Topics

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Divisions of a Hotel

Housekeeping Department

Maintenance or Engineering Department

Food and Beverage Department

Accounting Department

Sales and Marketing

Supporting Departments

Hotel Rooms 1 Topic

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Types of Hotel Rooms

Front Office 4 Topics

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Front Office Basics

Front Office Operations

Room Reservation 12 Topics

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Reservation Basics

Reservation Activities

Factors Affecting Reservation

Modes of Payment

Types of Hotel Reservation Systems

Sources of Reservations

Managing Reservations

Guest Registration

Guest Check Out

Payment with Different Payment Modes

Revenue Management

Yield Management

Theories Of Selling 3 Topics

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“Right Set of Circumstances” Theory of Selling

“Buying Formula” Theory of Selling

“Behavioral Equation” Theory

Prospecting, Objection Handling and Closing 5 Topics

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Formulating Prospect Definitions

Searching out Potential Accounts

Sales Resistance

Sales Forecasting 10 Topics

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Analyzing Market Potential

Sales Potential

Sales Forecasting Methods

Qualitative Forecasting Methods

Projection of Past Sales

Time-Series Analysis

Exponential Smoothing

Regression Analysis

Econometric Model Building and Simulation

Telesales Process 6 Topics

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Vaulting the Hurdle

Catching the Prospect’s Interest

Making the Sales Presentation

Overcoming Objections

Call Preparation 3 Topics

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Product or Service Knowledge

Knowing the Purpose of Each Call

Marketing Strategies 11 Topics

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Strategic Intent

Ansoff’s Product/Market Matrix

The Boston Matrix

Bowman’s Strategy Clock

Generic Strategies – Michael Porter (1980)

The danger of Being ‘Stuck in the Middle’

Marketing Control

Internal Marketing

The Balanced Scorecard

Sales Promotions 3 Topics

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The Role of Sales Promotion

Sales Promotion Objectives

Consumer Sales Promotion Techniques

Implementation of Marketing Plans 15 Topics

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Marketing Implementation

Marketing Action Plan

The Marketing Plan Outline

Market Segmentation

Market Overview

Competitive Overview:

Goals and Objectives

Marketing Mix Strategy

Assignment and Implementation

Tracking Procedures

Digital Marketing 7 Topics

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Search Engine Optimization

Behavioral Targeting

Email Marketing

Customer Relationship Management