Marketing Courses Offered at SHA

Learn more about the Boston University School of Hospitality Administration curriculum here.

SHA HF 260 HOSPITALITY MARKETING PRINCIPLES

Prereq: SHA HF 100.

This course provides an understanding of the role and function of marketing in the hospitality industry. It offers an overview of generic principles of marketing for any industry (including consumer products and manufacturing) and introduces specialized principles for the hospitality industry. For all topics, it uses examples taken primarily from the hospitality industry. Subjects covered include marketing strategy, marketing research, consumer behavior, segmentation, positioning, product and concept development, pricing, distribution, and marketing communications (including advertising and public relations). Class discussion, lectures, and case studies. 4 credits, offered Fall & Spring.   [ 4 cr. ]

SHA HF 360 HOSPITALITY SALES MANAGEMENT

Prereq: SHA HF 100 and SHA HF 260

A dynamic, interactive and intensive hospitality sales management course which prepares you with fundamental skills on how to create, build and execute an effective sales strategy. This course combines theory with practical application and includes working with source markets and partners, identifying and qualifying prospects, building rapport, overcoming objections for creative proposals and successful closing techniques. 2 credits.   [ 2 cr. ]

SHA HF 361 ADVANCED CONSUMER BEHAVIOR IN HOSPITALITY

Prereq: SHA HF 260.

In order to create and deliver value for customers, marketers must develop a deep understanding of how their consumers make decisions when purchasing and using their services. In this course those consumer behavior theories will be explored that are most applicable to different types of hospitality purchase experiences. 4 credits   [ 2 cr. ]

SHA HF 367 HOSPITALITY DISTRIBUTION CHANNEL MANAGEMENT

Prereq: SHA HF 260.

This course provides an overview for managing marketing distribution strategies. In the hotel business today there is a complex network of legacy, online and mobile channels. Distribution is the intersection of revenue management and marketing strategy. A focus is placed on presenting and analyzing the current distribution channels within the travel/hospitality industry. Various approaches to marketing distribution management are evaluated and tested. Topics include the scope of hospitality marketing distribution; economics of the major hospitality distribution segments/channels; managing hospitality distribution strategies; In the end, this course will provide the framework for how and where a hotel should be distributed to maximize revenue and profit.   [ 2 cr. ]

SHA HF 368 DIGITAL MARKETING STRATEGIES FOR THE HOSPITALITY INDUSTRY

Prereq: SHA HF 260.

In this course students will learn how to use advanced digital marketing tools currently available to hotels and restaurants. The class will be structured as a lecture and computer lab in order to implement a resort simulation website.   [ 4 cr. ]

SHA HF 460 HOSPITALITY STRATEGIC MARKETING

Prereq: (SHA HF 100 or SHA HF 200) and (SHA HF 260 or SMG MK 323)

In this course, students work with local hotel or restaurant sales and marketing groups to develop their strategies, plans and programs for targeted market segments. Class studies and exercises are used to help develop the skills needed by the students to accomplish this. Industry speakers bring the current market reality into the classroom. Seniors only. 4 credits, offered Fall & Spring.   [ 4 cr. ]