Hospitality Sales and Marketing – ICM UK

Discover how to build a top-flight sales team with creative, successful sales and marketing programs that really work.


3 to 6 Months

Study Mode

Blended Learning

What is Included?

  • Study plans with flexibility of time and space.
  • Globally recognized and verifiable Certificates and qualifications.
  • Premium subscription to GPDP Learning Resources worth US$250.
  • Premium subscription of Typsy–Australia worth US$96. (Video Training Courses)
  • Premium subscription to Internships & Placements Program to build your resume, and prepare for job interviews, with our AI-based video interviewing platform to land the job you want.
  • Lifetime membership of COTHM Community of Hospitality Students & Professionals.
  • Lifetime access to Online Events Portal to attend webinars and talks by industry experts
  • Career Pathway & Education pathway counseling


Am I eligible for this progamme?

This course is most suited to individuals who are at least 16 years old, have a high school education.

English Proficiency

Candidates who do not have English as a first language will have to demonstrate competence in reading, writing, and listening skills in English.

About this Course​

Discover how to build a top-flight sales team with creative, successful sales and marketing programs that really work. This course shows how to sell rooms and food and beverage services to business and leisure travelers, travel agents, and meeting planners. Industry professionals provide tips on marketing strategies that work, and sidebars show how concepts presented in the course are applied in today’s industry.

Education Path

After successful completion of this professional qualification any of below certification path:

  • Continues to gain more Hospitality Certifications
  • Continue with Hospitality Specializations
  • Continue with  Hospitality Fundamentals Program
  • Continue with Hospitality Management Diploma

Career Path

Getting certified gives you the skills needed to prepare you for the wide-open world of hospitality. Once you have graduated, you can take several paths to apply your degree.

  • Food and Beverage Management
  • Rooms Division Management
  • Marketing Management
  • Destination Management
  • Human Resources
  • Resort Management
  • Club Management
  • Travel and Tourism Management

This certification can help you grow faster in your existing career as well can open new career opportunity  in the following industry  sectors:

  • Hotels
  • Motels
  • Restaurants
  • Fast Food Chains
  • Café
  • Catering Companies
  • Event Management Companies
  • Travel & Tour Operators
  • Airlines
  • Clubs
  • Cruise Ships


Proctor Required: No
Number of Examinations:
Number of Questions per Course: 200
Time Allowed per Course: 240 minutes
Passing Score: 70%

  • A moc exam is provided before the candidate appears in the final examination
  • A one week notice is required to schedule the final examination
  • All examination are held invigilated by COTHM administration

Awarding Body

Upon successful completion, the candidate will be awarded with:

  • Certification by ICM UK (An Ofqual Regulated Awarding Body.


Chapter 1: Introduction to Hospitality Marketing and Sales

1. Marketing and Sales
a. The Marketing Mix
2. Management’s Role in Marketing and Sales
a. The General Manager
b. The Director of Marketing
c. The Director of Sales
3. The Importance of Marketing and Sales
a. Marketing and Sales as a Career
b. The Challenge of Hospitality Marketing and Sales
4. Trends Shaping the Future of Hospitality Marketing and Sales
a. Globalization
b. Technology
c. Distribution
d. Revenue Management
e. Customer Relationship Management
f. Guest Preferences
g. Niche Marketing and Branding
h. Partnership Marketing
i. Environmental Awareness and Sustainability

Chapter 2: The Marketing Plan: The Cornerstone of Sales

1. The Marketing Plan
a. The Marketing Team
2. Steps of a Marketing Plan
a. Step 1: Conducting a Marketing Audit
b. Step 2: Selecting Profitable Target Markets
c. Step 3: Positioning the Property
d. Step 4: Establishing Objectives and Action Plans
e. Step 5: Monitoring and Evaluating the Marketing Plan

Chapter 3: Managing the Marketing and Sales Office

1. The Marketing and Sales Division
2. Organizing the Marketing and Sales Office
a. The Sales Area
b. Recruiting and Hiring Effective Salespeople
c. Training Salespeople
d. Managing Salespeople
e. Evaluating Salespeople
f. Compensating Salespeople
g. Supplemental Sales Staff
3. Developing the Marketing and Sales Office Communication System
a. Sales and Marketing Meetings
b. Sales Records and Forms
c. Filing Systems
4. The Automated Marketing and Sales Office
a. Benefits of Automation
b. Additional Applications of Automation
5. Evaluating the Marketing and Sales Office

Chapter 4: Personal Sales

1. Prospecting
a. Qualifying Prospects
2. Preparing for the Presentation Sales Call
a. Pre-Presentation Planning
b. The Sales Kit
c. Projecting a Professional Image
3. The Presentation Sales Call
a. Step 1: Opening the Sales Call
b. Step 2: Getting Client Involvement
c. Step 3: Presenting Your Property
d. Step 4: Overcoming Objections
e. Step 5: Closing and Following Up
4. Improving Sales Productivity
a. Time Management
b. Key Account Management

Chapter 5: Telephone Sales

1. Basics of Telephone Communication
a. Telephone Etiquette
b. Telephone Communication Skills
c. Listening Skills
2. Outgoing Calls
a. Prospect and Qualifying Calls
b. Appointment Calls
c. Sales Calls
d. Promotional Calls
e. Service Calls
f. Public Relations Calls
3. Incoming Calls
a. Reservations
b. Responses to Advertising
c. Inquiries
4. Telephone Sales Operations
a. Telephone Sales Blitzes
b. Telemarketing Operations

Chapter 6: Internal Marketing and Sales

1. What Is Internal Marketing?
a. Establishing an Internal Marketing Plan
b. Empowering Employees to Deliver Quality Service
2. What Is Internal Sales?
a. The Role of the General Manager in Internal Sales
b. The Role of Employees in Internal Sales
3. Internal Merchandising
a. Guest-Contact Areas
b. Back-of-the-House Areas
4. Special Services and In-House Promotions
a. Special Services
b. In-House Promotions

Chapter 7: Advertising, Public Relations, and Publicity

1. Why Advertise?
2. Types of Advertising
a. Internet Advertising
b. Print Advertising
c. Broadcast Advertising
d. Direct Mail, E-Mail, and Fax Advertising
e. Outdoor Advertising
f. Collateral Materials
g. Alternative-Media Advertising
3. Developing an Advertising Plan
a. Placing Advertisements
b. Budgeting for Advertising
c. Monitoring Advertising
4. Advertising Agencies
5. Public Relations and Publicity
a. Public Relations
b. Publicity
c. Press Relations

Chapter 8: Marketing to Business Travelers

1. Business Travelers
a. Frequent Business Travelers
b. Women Business Travelers
2. Meeting the Needs of Business Travelers
3. Reaching Business Travelers
Chapter 9: Marketing to Leisure Travelers
1. Individual Leisure Travelers
a. Families
b. Seniors
c. Baby Boomers
d. Generation X
e. Millennials
f. Others
2. Group Leisure Travelers
a. Tour Intermediaries
b. Types of Tours
3. Leisure Travelers and Small Properties
4. The Vacation Ownership Option
a. Marketing Vacation Ownership

Chapter 10: Marketing to Travel Agents

1. Travel Agencies
a. Travelers Served
2. Meeting the Needs of Travel Agents
a. Property Information
b. Service
3. Finding Travel Agents
4. Reaching Travel Agents
5. The Future of Travel Agents

Chapter 11: Marketing to Meeting Planners

1. The Group Meetings Market
a. Associations
b. Corporations
2. Finding Association and Corporate Group Business
3. Reaching Association and Corporate Meeting Planners
a. Personal Sales Calls
b. Sales Blitzes
c. Trade Shows
d. Print Advertising
e. Other Sales Tools

Chapter 12: Marketing to Special Segments

1. International Travelers
a. The Decision-Maker
b. Meeting the Needs of International Travelers
c. Finding International Travelers
d. Reaching International Travelers
2. The Destination Wedding and Honeymoon Market
a. The Decision-Maker
b. Meeting the Needs of the Destination Wedding and Honeymoon Market
c. Finding the Destination Wedding and Honeymoon Market
d. Reaching the Destination Wedding and Honeymoon Market
3. The Sports Market
a. Professional Teams
b. Other Teams
4. Government Travelers
5. Travelers with Disabilities
6. Other Special Segments

Chapter 13: Marketing Restaurants and Lounges

1. Positioning Restaurants and Lounges
a. Positioning Hotel Restaurants
b. Positioning Freestanding Restaurants
c. Positioning Research
2. Merchandising Food and Beverages
a. Creating Menus That Sell
b. Other F&B Merchandising Methods
3. Promoting Restaurants and Lounges
a. Types of Sales Promotions
4. Building Repeat Business
a. The Importance of Employees
b. Guest Follow-Up
c. Customer Loyalty Programs and Other Business-Building Strategies
5. Other Food Service Operations
a. Room Service
b. Limited-Service Operations

Chapter 14: Marketing Catered Events and Meeting Rooms

1. The Catering Department
a. Catering Department Personnel
b. The Marketing Plan
2. Catering Sales
a. Catering Promotions
b. Developing Leads
c. Selling to Clients
d. Planning the Function
e. Managing the Function
f. Following Up Accounts
3. Other Food and Beverage Sales
a. Creative Refreshment Breaks
b. Hospitality Suites
c. Receptions
d. Special Functions
e. Off-Premises Catering
4. Meeting Room Sales
a. Types of Meeting Rooms
b. Meeting Room Setups
c. Booking Meeting Rooms
d. Managing Meetings

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