Hospitality Marketing

Hospitality Marketing introduces students to the objectives, strategies, and tools that are important to marketing in the hospitality industry. This course exposes students to the wide range of marketing options that all marketing managers and business owners consider as they create marketing plans. Students explore many new concepts while expanding their understanding of several marketing topics that were introduced in Principles of Hospitality and Tourism.

Students become familiar with each phase of marketing and with strategies to build business and brand equity, for both large-scale operations (such as hotel chains) and smaller businesses (such as restaurants). They learn how to assess marketing niches, understand customer and consumer needs, and conduct basic market research. As students study the benefits and potential drawbacks of various marketing channels, they develop an integrated marketing campaign that uses a range of appropriate marketing channels. Finally, this course explores career opportunities in the field of hospitality marketing.

For their culminating projects, students develop a marketing plan for a new tourist attraction to be developed in their local community. Throughout the course, students create products that can inform their final plan, including a mission statement, market research, a brand mark, a jingle, and mock-ups for social media marketing. Students work together in their group to develop an overall plan based on these components, and then they create a digital presentation that shares the highlights of their plan with an invited audience.

This course is expected to take a total of 69 50-minute class periods to complete.

Course Scope & Sequence

The Scope & Sequence lists the learning objectives for each lesson, providing you with an overview of what your students will learn during the course. You can use these learning objectives as a guide to determine how the course enables your students to reach the requisite goals set for them.

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Lesson Descriptions

The Lesson Descriptions document includes a brief overview of every lesson in the course. This is the narrative companion to the course Scope & Sequence document.

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Course Support

If you have questions about this course, need a hand with a particular lesson, or just have a great idea to share, please contact the NAF Instructional Managers directly at curriculum@naf.org. We are available to support you in teaching the course while also gathering feedback to improve the NAF curriculum.

Culminating Project Overview

In every NAF course, students complete a culminating project and present it in the final lesson. Download the Project Overview to learn the details about the culminating project for this course and to find out what advance preparation the project entails.

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NAFTrack Certification Course Guide

NAFTrack Certification is a nationally recognized, standards-based set of tools developed by NAF to evaluate students’ readiness for college and career. By completing all NAFTrack Certification requirements, students demonstrate mastery of academic skills and career-related knowledge. The requirements are as follows: for each of four NAF courses, students complete all coursework, pass the end-of-course exam, and fulfill culminating project responsibilities, as evidenced by uploading key pieces of work.

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Correlations to the Common Core State Standards

This document identifies which of the ELA and Math Common Core State Standards are met by each lesson in the course. You can use these correlations as an aid to preparing your students for college and careers.

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We welcome questions and feedback about these course materials. For a prompt response, please email Kevin English directly at kenglish@naf.org.

The ZIP file below contains the current version of every file for this course. Be sure to download it before the start of each school year. If you just need a specific file or two, it's quicker to use the individual links listed on this page.

All Course Files (ZIP file)

Unit 1: Marketing Basics

Lesson 1: What Is Hospitality Marketing?

Lesson Plan (last updated )
Teacher Resources (last updated )
Student Resources (last updated )
Presentation (PowerPoint file) (last updated )

Lesson 2: The Customer

Lesson Plan (last updated )
Teacher Resources (last updated )
Student Resources (last updated )
Presentation (PowerPoint file) (last updated )

Lesson 3: The Product

Lesson Plan (last updated )
Teacher Resources (last updated )
Student Resources (last updated )
Reflection Prompts (PowerPoint file) (last updated )

Lesson 4: Mission Statements and Goals

Lesson Plan (last updated )
Teacher Resources (last updated )
Student Resources (last updated )

Lesson 5: Market Research

Lesson Plan (last updated )
Teacher Resources (last updated )
Student Resources (last updated )

Unit 2: Branding and Strategy

Lesson 6: The Significance of Brands

Lesson 7: Developing a Brand

Lesson 8: Marketing Strategy

Unit 3: Marketing Channels

Lesson 9: Public Relations

Lesson 10: Print Marketing

Lesson 11: Broadcast Media Campaigns

Unit 4: Internet Marketing

Lesson 12: Internet Marketing Basics

Lesson 13: Digital Marketing and Interactivity

Unit 5: Putting It All Together

Lesson 14: The Culminating Project

Lesson 15: Working in the Industry and Course Closure

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