This document outlines the syllabus for the Hospitality Service Marketing and Sales course at BCIHMCT for the semester. It discusses important points about online class etiquette and expectations for students. The syllabus covers key topics like marketing plans, sales management, different types of sales including personnel sales, telephone sales, internal marketing and sales for restaurants, banquets and meeting rooms. It provides learning objectives and questions students should aim to answer for each topic. The goal is for students to understand fundamental marketing concepts and how to apply them in hospitality sales.

1. HOSPITALITY SERVICE
MARKETING AND SALES
Syllabus Semester VII
BCIHMCT
(Aug, 20 – Dec, 20)
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BCIHMCT

2. IMPORTANT POINTS TO
REMEMBER DURING HSMS
CLASSES
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3. RULES OF THE ONLINE CLASS AND
NETIQUTTES
 Please note that Netiquette is a social code that
underlines EXCELLENT and OUTSTANDING
online behavior to attend your online classes.
 Since, the only way to interact with your batch
mates and faculties is through online medium, it
is especially important to do this effectively and
efficiently.
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4. All of you should follow the guidelines
mentioned below to leave your mark as a
knowledgeable, respectful and polite
student who is also positioned to
succeed professionally as the best
hotelier in the times to come. You have the
responsibility to keep your institution’s
standard high at all times.
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5.  1. Be Respectful – While attending online classes, it is important to
respect privacy of others, diversity of thought and opinion of all
students. With your respected faculties, it is imperative for you to
communicate respectfully and in correct professional language
 2. Be Professional – Students, represent yourself in proper well
groomed manner at all times. Do not use slang and emoticons and
any other casual way of expressing while in your online classes.
 3. Be Punctual – Attend your classes as per schedule and avoid
being late. Submit your assignment in time and as per the
designated schedule.
 4. Be Considerate - Always be considerate of others’ opinions even
when they differ from your own. When you disagree with someone,
you should express your differing opinion in a respectful, non-critical
way.
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6.  5. Ask Questions - If you have questions, please ask them towards
the end of the class. Please listen to the instruction of your faculty
very carefully in this regard. If you are nervous to ask your question
in the class, then you can always contact your professor one-on-
one.
 6. Follow chat box etiquette – Keep your chat appropriate and
relevant at all times. Please do not make any negative comments on
chats and on whatsapp messaging service. Do not type whatever
random thought comes to your mind, which can get awkward at
times.
 7. Regarding Camera and Microphone - Enter the online session
by leaving your camera open and keeping your microphone off.
During classes, use these two functionalities as per the instructions
of your teacher.
 Remember, nothing is more important than the subject being
taught in your class.
 Make NOTES of the important points being discussed in the class.
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8. BEFORE WE BEGIN OUR JOURNEY TO
UNDERSTAND MARKETING….
LET US UNDERSTAND CERTAIN
LERANER TRAITS THAT WILL HELP
YOU IN FUTURE….
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9.  PUNCTUAL (REACH BEFORE TIME)
 OBEDIENT
 DISCIPLINED
 AGREEABLE
 THEORETICAL VS PRACTICAL (BALANCED APPROACH)
 CREATIVE
 CALM AND QUITE (HAPPY AND RELAXED)
 FRIENDLY AND SOCIAL
 SINCERE AND HARDWORKING
 EAGER TO LEARN
 PASSION FOR PERFECTION
POSITIVE LEARNER TRAITS to
LEARN AND MASTER

10.  LATE COMERS
 DISOBEDIENT
 INDISCIPLINE
 SLOW LEARNERS
 DEPENDENT
 ARGUEMENTATIVE
 SHORT TEMPERED
 INTROVERT
 IRRESPONSIBLE AND CARELESS
 UNINTERESTED
NEGATIVE LEARNER TRAITS to
AVOID AND UNLEARN

11. Now, lets discuss the syllabus of sales and marketing for
this semester.
The syllabus lays down focus on the basics of sales and
marketing
Marketing and its relationship with the hospitality industry
Fundamentals of Marketing,
Developing a Marketing plan,
Core Concepts in Marketing, AND
Marketing endeavors to enhance sales in Restaurant and
Banqueting areas is what we will emphasize more in this
semester.
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12. Units
 I - INTRODUCTION TO HOSPITALITY SALES
AND MARKETING
 II - THE MARKETING PLAN
 III - THE SALES OFFICER
 IV - PERSONNEL SALES
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13. Units
 V - TELEPHONE SALES
 VI - INTERNAL MARKETING AND SALES
 VII - RESTAURANT AND LOUNGE SALES
 VIII - BANQUET AND MEETING ROOM SALES
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15. INTRODUCTION TO HOSPITALITY SALES
AND MARKETING
 Today’s Hospitality Trends including:
 Globalization, Consolidation, Product Segmentation,
Distribution Methods, Computers, Media Planning, Guest
Preferences, Relationship Marketing
 Marketing and Sales – Marketing vs. Sales; The
Marketing mix
 Management’ Role in Marketing and Sales – The
General Manager, The Director of Marketing, The
Director of Sales
 Importance of Sales – Sales as a Career; The Challenge
of Hospitality Sales
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17. THE MARKETING PLAN
 The Marketing Team
 Steps of Marketing Plan:
 Conducting a Marketing Performance, Audit
 Select Target Market
 Positioning the Property
 Determining Marketing Objectives
 Developing and Implementing Action Plans
 Monitoring and Evaluating the Marketing Plan
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19. THE SALES OFFICE
 Marketing and Sales Division Organizing a Sales
Officer, Sales Area, Hiring Effective Sales People,
Training, Managing, Evaluating Sales Team,
Compensating Sales Team, Supplementary Sales staff
 Developing The Sales Office Communication System
Sales Meeting, Sales Records, Filling System,
Performance Audit of Head of Sales Department.
 Automated Sales Office Computerized Client
Information, List Reports and Analysis, Yield
Management.
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20. THE PERSONNEL SALES
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21. PERSONNEL SALES
 Qualifying Prospects and Personality Traits
 Preparing for the Presentation Sales Call
Pre-Presentation, Planning of the Call, Sales Kit and
Projecting a Professional Image
 Improving Sales Productivity
Time Management in Sales
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22. TELEPHONE SALES
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23. TELEPHONE SALES
Basics of Telephone Communication Telephone
Etiquettes, Telephone Communication Skills, Listening
Skills
Outgoing Calls Prospects and Qualifying Calls,
Appointment Calls, Sales, Promotional Calls, Service
Calls, Public Relation Calls
Incoming Calls Reservations, Response to Advertising
& Inquiries
Telephone Sales Operation Telephone Sales Blitzes
and Tele Marketing Operations
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24. INTERNAL MARKETING AND SALES
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25. INTERNAL MARKETING AND SALES
 What is Internal Marketing & Employee Empowerment
 What are Internal Sales? The role of the General
Manager in Internal Sales and The role of the employees
in Internal Sales
 Internal Merchandising Guest Contact Areas, Back of
the House Areas
 Special Services and In house Promotion Special
Services, In house Promotion
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26. RESTAURANT AND LOUNGE SALES
 Position Restaurants and Lounges Positioning
Research
 Merchandising Food & Beverages Creating Menus that
sell and Other F & B Merchandising Methods

 Promoting Restaurants and Lounge Types of
Promotions, Planning Effective Promotions

 Building Repeat Business Importance of Employees and
Guest Follow up
 Other Food Service , Limited Service Operation Room
Service and Limited Service Operation
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27. BANQUET AND MEETING ROOM SALES
 The Catering Department & Catering Department
Personnel
 The Marketing Plan
 Catering Sales Developing Leads, Selling to Clients,
Planning the Function, Management Function, Following
up the Accounts
 Other Food & Beverage Sales
 Creative Refreshment Breaks, Hospitality Suites,
Receptions, Special Function and Off Premises Catering
 Meeting Room Sales
 Type of Meeting Rooms, Meeting Room Set up, Meeting
Room, Booking Meeting Rooms, Managing Meetings
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28. Thank you Students
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30. SOME OF THE QUESTIONS THAT YOU
WILL NEED ANSWERS FOR IN UNIT I:
Mention 7 fundamentals of marketing with examples.
Define Sales.
Define Marketing.
Differentiate between Sales and Marketing.
Explain the five marketing management philosophies
with examples.
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31. What is marketing mix? Explain the 7 P’s of service marketing mix.
What are the challenges to Hospitality Marketing and sales?
Explain with reference to four characteristics of a service
product.
What are the roles and responsibilities of Director Sales and
Director Marketing?
What is service? Explain the 3P’s of service marketing mix.
What is market segmentation? Explain the 4 different ways in
which we segment the market.
What are the roles and responsibilities of Director of Sales and
Director of Marketing? Mention at least ten roles.
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