Marketing of Services: Successful Sales Management

Tourism is regarded as one of the key industries for a vast majority of countries. Its role in the economy forces governments, and especially businesses, operating in tourism-related fields to continuously rethink their strategies in order to enhance their profitability. In this context, and in order for businesses to maintain their competitiveness, marketing and sales programs are increasingly gaining in importance. Therefore, subject areas such as Revenue Management, Communication, Marketing and Sales Management have been further advanced and now represent crucial operation units for enterprises in the tourism business.

The program intends to successfully lead the participants through the different commercialization paths that are required by the current market situation. The instruments and methods used to analyze and develop strategies stand are the focus of the lectures, providing the necessary tools to adequately respond to the need of every market.

SUBJECTS:

RETAIL SALES MANAGEMENT
Objectives:
? Acquire knowledge of
distribution channels as
part of marketing mix, with
a focus on retail trade
? Understand general
picture of distribution in
Europe and Spain
? Become acquainted with
distribution channels, their
characteristics and current
trends
? Address implantation
techniques of retail
trade and merchandising
techniques
Contents:
? Distribution of marketing
mix variables: definitions
and concepts. Strategic
decisions regarding the
choice of appropriate
distribution channels
? Differences between
trade and retail
management
? Different types of
distribution channels.
? Marketing management
at the POS: merchandising
as a sales technique,
window dressing, shop
floor profitability
? Franchising as an
alternative to retail trade.

COMMUNICATION AT THE SALES LEVEL
Objectives:
? Contextualize the
strategic plan of a company
/destination
? Enable the participants
to develop a complete
communication plan
? Learn how to use
different communication
techniques in the tourism
sector
Contents:
? Introduction to the
tourism sector and to its
communication systems
and processes, to the
marketing plan and to
communication strategies
? Communication plan:
The context & identity
versus image of a brand,
presentation of the case
and communication
techniques
? How communication
channels influence
customer loyalty

STRIVING FOR OPTIMAL REVENUES: REVENUE MANAGEMENT
Objectives:
? Introduce the participants
to the basics of the RM
techniques
? Train the participants
in the development of
reasoning on key functions
(managing demand,
price determination, and
decision making related to
marketing and sales)
? Learn how to structure RM
Contents:
? Definition, background
and conditions of the
system
? Components and
objectives of the
management according to
the revenue management
system
? Tools and indicators
which are used in the field
of revenue management
to manage capacities, to
allocate discounts, and
to control the length of
stays as key factors which
allow us management of
perishable services while
achieving maximum results
? Demand control
? Uncertainty of arrivals
? Price setting
? Revenues for groups

E-COMMERCE: HOW TO TRACE YOUR CLIENTS ON-LINE
Objectives:
? Identify the internet as a
distinctive marketing tool
to commercialize hotel
establishments so as to
maximize performance and
profits of the hotels
? Acquire knowledge of
key functions to optimize
results
Contents:
? The internet as a tool for
work
? Occupation, channels and
segments
? Budgets (forecast, pick up
and revpar)
? Short & long-term
sales strategy concerning
objectives, competitors,
history and events
? Key for success:
availability + adequate price
+ product
? Empowerment of booking
processes to online booking
centers and operators
? Parity rates, mark up, and
best available rate
? Emerging trends in the
markets
? Dynamic packages, offers
and differentiation of the
products online