B.A. (Culinary Arts) Hospitality Service Marketing Syllabus - Mumbai University
This is the TY BA Culinary Arts syllabus under NEP 2020, in force from the academic year 2026-27. The University is still examining the older Choice Based scheme for the third-year students teaching out on it - her Winter 2026 timetables for Semesters V and VI are headed "T.Y.B.A. Culinary Arts (Choice Based)" - so check which scheme your exam form names before you use this.
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Syllabus for Hospitality Service Marketing
Module 1
- 1 Introduction to Marketing.
- 1.1.1 Definitions – Marketing, Sales, Hospitality Products, Services.
- 1.1.2 Introduction to Service Marketing
- 1.1.3 Distinguish between Sales & Marketing.
- 1.1.4 Distinguish between Goods & Services.
- 1.1.5 Characteristics of Services Marketing
- 1.1.6 Service gaps
- 1.1.7 Service encounter & service chain, Moment of Truth
- 1.1.8 Service encounter Analysis – The “7 S’s”
- 1.2 Services Marketing Concept
- 1.2.1 Segmentation (Target Market, Types of segmentation:-
- 1.2.2 Demographic, geographic and psychographic).
- 1.2.3 Positioning.
- 1.2.4 Components of Marketing Plan.
Module 2: P’s of Service Marketing
- 2.1.1 Product / Service mix
- Levels of a product and new product development.
- Product life cycle
- Marketing strategies during the Product Life Cycle
- Branding
- 2.1.2 Price Mix.
- Pricing objectives (Survival, Profit, Sales Competition, Image – differentiation)
- Factors affecting pricing decision.
- Skimming and penetration
- Creative pricing of hotels and restaurants
- 2.1.3 Distribution Mix / Place.
- Different Distribution network
- Types of distribution channels.
- Push and pull strategies
- Need & role of distribution channel.
- 2.1.4 Promotion / Communication mix
- Communication process
- Types of media & importance.
- Public Relations and publicity
- Stages and technique of Personal Selling
- In house Merchandising
- Sales Promotion types and techniques.
- 2.1.5 People
- Employees
- Customers
- 2.1.6 Physical Evidence
- Ambience
- Facility Design
- Equipment
- Employee Dress
- Other Tangibles
- 2.1.7 Process / System – Service Delivery
- Service Blueprint/ Hotels)
- 2.2.1 Consumer behavior :
- Introduction & definition of consumer behavior
- Factors influencing consumer behavior (Social, Cultural, Personal)
- Stages in purchase behavior (5 stage)
- Guests of tomorrow & Guest lifestyles
- 2.2.2 E- Marketing for Services :
- Introduction E- Marketing & Objectives
- Ways to conduct on-line Marketing Activities.
- Benefits of E-Marketing[customers stay updated, customers
- can compare online, clear product information, transparent pricing, e-commerce, online virtual tours)
Reference Books
- 1 Marketing for Hospitality and Tourism — Philip Kotler, John T. Bowen, James C. Makens & Seyhmus Baloglu (Pearson)
- 2 Marketing for Hospitality and Tourism Services — Prasanna Kumar (Tata McGraw Hill)
- 3 Hospitality Marketing: Principles and Practices — Dogan Gursoy (Routledge)
- 4 Sales and Marketing: A Textbook for the Hospitality Industry — Sudhir Andrews
- 5 Marketing for Tourism, Hospitality & Events — Simon Hudson & Louise Hudson (SAGE India)
- 6 Hospitality Marketing and Management — J.Mathews (Pointer Publishers)
- 7 Strategic Hotel and Motel Marketing – Hart & Troy
- 8 Hospitality Sales and Marketing – J.R.Abbey(American Hotel & Lodging Assoc.)
- 9 Hotel Marketing – S.M. Jha (Himalaya Publishing House)
Reproduced from the University of Mumbai syllabus for B.A. (Culinary Arts) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.