The course objective is to introduce students to the principles, concepts and systems utilized in the marketing and sales areas within the hospitality industry. The course will build upon the basic principles of marketing and aim to develop students' ability to analyze the distinctive marketing needs and services. It will rely upon practical, real world examples on a variety of diverse areas of marketing to give students a broader knowledge of key issues and the business environment to which decision making skills can be applied. Topics will include the role of marketing as a part of brand management, relationship marketing and sales, focusing on customer expectations as a marketing driver and the management of the marketing mix.