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Marketing class
PHO
(PEMASARAN
HOSPITALITI)
Diah Sastri (SAS)
081 7474 2585
www.diahsastri.com
LESSON PLAN
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Marketing class
1. KONSEP PEMASARAN DAN ORIENTASI PASAR
• Konsep pemasaran
• Orientasi pasar (market orientation)
• Elemen kunci kesuksesan pemasaran
2. PERENCANAAN PEMASARAN HOTEL
• Proses perencanaan pemasaran
• Mengembangkan rencana riset pasar
3. ANALISIS PASAR DAN PENGUKURAN PASAR
• Red ocean vs blue ocean strategy
• Tipologi konsumen dan Proses keputusan konsumen
• Teknik2 forecasting demand
• Competitor analysis
4. PRODUCT STRATEGY
• Product life cycle
• Competitor analysis (product)
• Developing USP
• Potensi pengembangan produk baru
5. PRICING STRATEGY
• Product life cycle
• Competitor analysis (price)
6. DISTRIBUTION STRATEGY
• Channel analysis (segementasi dan target
market)
• OTA dan Non OTA
7. ANALISIS KINERJA PEMASARAN
• Marketing budget (3 thn terakhir)
• RevPar and occupancy (3thn terakhir)
• Marketing Matrix
8. BRANDING STRATEGY AND CORPORATE
SOCIAL RESPONSIBILITY
• Ekuisitas merek
• Elemen merek
• Penilaian merek
• Perencanaan strategi penerapan merek
9. E-MARKETING
• Pemasaran internasional
• Pengaruh e-marketing (why?)
• Aplikasi e-marketing dalam pemasaran hotel
(What ? dan How?)
BONUS:
•
•
•
•
Marketing Through Social Media
Rebranding: image..image..image..
CSR as Brand Social Responsibility
Price War: maximizing revenue through
pricing strategy
• Packaging: Defining USP
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Marketing class
Assessment
Weekly assignments
Group presentation ( 23 presentation per
week )
Mid exam -> interview
(oral test)
Final exam -> mini
marketing plan
Assessment Criteria
Quiz, attendance rate, 15%
Weekly assignments (paper) 15%
Group presentation ( 3 person) 20%
Mid exam -> interview (oral test) 25%
Final exam -> mini marketing plan 25%
Assessment Criteria
The marketing plan will be assessed using the
following criteria, such as:
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Marketing class
1.Group assignment (max 3 person)
2. Weekly base report – 5 to 10 pages only
(all groups)
3.Weekly based presentation (2-3 groups)
4.Soft copy ([email protected] )
and hard copy (only presenting group)
5.Contents:
-Subjects related to lesson plan
-Case study
DATA:
1. Data hotel (min 3 star: Kuta, Legian Seminyak,Petitenget (ADH A),
Nusa Dua, Tanjung Benoa, Ungasan, Uluwatu (ADH B), Kerobokan
Canggu, Mengwi, Petang (ADH C), room occupancy, (min 3 thn),
segmentasi serta target market (optional revenue), persentase
returnee vs new customer
2. Kegiatan CSR yang dilakukan 3 thn terakhir (if possible budget for
CSR) -> website
3. List of awards, samples of TripAdvisor comments (3-5thn terakhir)
-> website & internet research
4. Kegiatan e-marketing yang dilakukan 1 thn terakhir -> internet
research
5. Product Packages (honeymoon, wedding, mice, etc) -> website
6. Pricing for the package ((honeymoon, wedding, mice, etc) vs
competitor -> website
7. Harga kamar (high, peak, low season) -> brosur
8. Competitor price and product -> internet research
9. List OTA dan non OTA -> internet research
Kuta Utara & Kuta Selatan
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Marketing class
Front Cover
Page
Format
1. General Overview about the
topic
- Pricing Strategy di Hotel XYZ
2. Data
3. Analysis
4. Conclusion and suggestion /
Kesimpulan dan Saran
5. Bibliography / Daftar Pustaka
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