Essence of the subject and its role in the higher professional education

Total for V semester
32
8	Quality of services in hotels	The concept of quality of hotel services. Determining and satisfying the needs of hotel customers. Service quality model. Advantages of quality service. Service quality management in hotels. The quality of hotel services and the quality of hotel services. The system of indicators of the quality of service in hotels, the content. Develop a program for quality improvement and control in hotels. Service Management Strategy. International standards of service quality. The main directions of improving the quality of service in hotels.	6
9	Pricing policy in hotels	Hotel pricing policy. The main factors that shape the cost of hotels: cost, costs, revenue, the level of competitive prices, the level of supply and demand. Price and financial market. Cost and quality of services. Fair Prices Price increase. Choice of price increase period. Price increase. Price reduction. Price reduction limits. Cost change problem. Reduction of prices from group tourism. Extra-seasonal Additional services, which may or may not be included in the price of hotel services. Pricing approach. Income transfer. Tariff plan. Habbertus method of pricing. Differential cost. Features of the application of discrimination against hotels.	4
10	Sales policy in hotels	Formation of sales policy in hotels. Establish cooperation in the sale of hotel services. The main channels of promotion of hotel services: advertising, direct marketing, public relations (PR), sales promotion. PR tools. Internal PR. Chairs of hotels: direct sales, intermediary sales, features of national and international booking systems.	6
11	Creation of marketing communication complex in hotels management	Communication process. Customer communication. Response. Development of effective communications in hotels. Determining the target audience. Defining communication goals. Appeal. Selection of communication channels. Coordinating the implementation and management of a complex of marketing communications. Selection of communication channels. Personal channels of communication. Personal channels of communication. Create an overall budget for the product. Management of integrated marketing communications	6
12	Analysis and forecasting of marketing activities in hotels	The essence and object of analysis and forecasting of marketing activities. Expert assessment method. Method of prognostic extension in the analysis and forecasting of marketing activities in hotels. Econometric models. Use of simulation models in marketing activities. Use of balance in the analysis of marketing activities. Information systems needed to analyze and forecast the economic activity of hotels. The role and characteristics of information systems in marketing. Features of analysis and forecasting methods of grouping information in the analysis of marketing activities	6
13	Marketing efficiency in hotels	The essence of the concept of marketing effectiveness. Marketing Performance Indicators. Negotiations to evaluate the effectiveness of marketing. Pricing efficiency. Sales efficiency. Sales promotion effectiveness. Effectiveness of public relations. Marketing service efficiency. Approaches to evaluating the effectiveness of marketing services are the main directions of improving the effectiveness of marketing in hotels.	4