HOTEL SALES & BUSINESS DEVELOPMENT - 2020/1

Module code: MAN2160

Module Overview

This module aims to introduce hotel sales and business development to the students. It will introduce key concepts such business development, market segmentation, Strategy, and customer relationship management.

Module provider

Hospitality, Tourism & Events Management

Module Leader

GANBERT Sylvia (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

JACs code: N862

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

n/a

Module content

Indicative content includes:
• Difference between reactive & proactive sales
• Generating Business leads
• Account management including Distribution account management
• Analysis of industry reports to help build account management strategies
• Strategies for Varied market segmentations & Business mix
• Corporate and Wholesale Relationship strategies
• MICE Sales
• Business Development Theory & Practice
• RFP Process
• The role of relationship management
• Agencies / Consortias
• Commissions
• Managing a Sales Force

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Group Presentation (summative) 50
Coursework Group Assessment (summative) 2500 words 50

Alternative Assessment

For both assignments: An individual based report that is a Sales & marketing plan for a new opening hotel

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate the following: Group Breakdown – Each group must either be a pair or a maximum of 3 students. Smaller groups ie 2 or 3 students per group has purposely been set to give individuals a more realistic and challenging environment. The group will be allocated a hotel to analyse and create a Sales & marketing plan for. The plan must incorporate Market strategies, SWOT analysis with strategies, Account targets, Market place analysis with change management, target demand, market positioning, objectives and aims.

Formative assessment Group Pitch of maximum of 10 mins with feedback given afterwards Summarive Assessment Group presentation – 15 minutes. Followed by Q&A and feedback to assist with the final report Group Report – 2500 word report Feedback Consistent feedback throughout the module on the progress of their sales & marketing plans

Formative feedback

Students receive feedback throughout the semester via face to face teaching which will support them to complete the assessments.

Module aims

  • The aim of the module is to equip students with the approaches, tools and techniques that are required by hotels to have a successful Business Development department
  • Understand the theory of Sales & business development & apply it to a real life case study hotel
  • • Enable students to appreciate the importance and contribution of business strategy to hotel revenue & overall business success through active research of a LIVE case study hotel and applicable guest speakers
  • • Enable students to understand market segmentation, market positioning and the various strategies that can be developed for them
  • • Help students evaluate market trends, pace, demand generators & drainers and to make subsequent account management decisions

Learning outcomes

Attributes Developed Ref
001 To identify different business practices of business development (The sales cycle) CKP
002 Analyse the strategy of any given corporation/travel partner drawing on sources of publicly available information CKT
003 To understand market Demand, demand generators and drainers and their effect on case study hotel CKP
004 Exercise judgement over a range of business development challenges and to strategize solutions in order to overcome such problems CKP

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Methods of Teaching / Learning

The learning and teaching strategy is designed to:
The learning and teaching strategy is designed to: Each week students will have a lecture which will be supported by readings from the recommended text and additional SurreyLearn materials (handouts, weblinks, Powerpoints, and etc.

The learning and teaching methods include: 2 hours lecture x 11 weeks (contact hours)

The weekly tutorials will encompass 3 hotel visits, 2 guest speakers, and group feedback time with the lecturers to support teaching, learning and assessment process


The learning and teaching methods include:

Lectures on theoretical underpinning
Outside speakers on practical application
Hotel visits

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for HOTEL SALES & BUSINESS DEVELOPMENT : http://aspire.surrey.ac.uk/modules/man2160

Other information

n/a

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.