Describe the role of services marketing in the tourism and hospitality industry. SERVICES MARKETING IN TOURISM AND HOSPITALITY (Credit Value: 20) Course Aims: The aim of this unit is to introduce learners to the role of services marketing techniques
Describe the role of services marketing in the tourism and hospitality industry. SERVICES MARKETING IN TOURISM AND HOSPITALITY (Credit Value: 20)
Course Aims: The aim of this unit is to introduce learners to the role of services marketing techniques in the context of customer service within the tourism and hospitality industry. Learners will also be introduced to the principles of consumer behaviour and the marketing mix.
Course Learning Outcomes: Code
Learning Outcome (The Learner will:)
LO1
Understand the principles of services marketing in the tourism and hospitality industry.
LO2
Know about the components of the marketing mix.
LO3
Know about the principles of consumer behaviour in the tourism and hospitality industry.
LO4
Understand the nature and importance of customer service in the tourism and hospitality industry.
Learning Outcomes Mapping: Learning Outcome
Assessment Criteria
LO1
1.1 Describe the role of services marketing in the tourism and hospitality industry.
1.2 Discuss the services marketing approach in the tourism and hospitality industry.
1.3 Describe the services marketing activities of tourism and hospitality businesses.
1.4 Explain the impact of social media and digital communications on services marketing.
LO2
2.1 Explain the 9P model of the extended marketing mix.
2.2 Analyse the marketing mix of a selected tourism and hospitality business.
LO3
3.1 Explain the main theories of consumer behaviour in the tourism and hospitality industry.
3.2 Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.
3.3 Explain how tourism and hospitality businesses have adapted to changes in consumer behaviour.
LO4
4.1 Define the characteristics of excellent customer service in the tourism and hospitality industry.
4.2 Assess the relationship between customer service and business performance in the tourism and hospitality industry.
4.3 Explain the importance of effective customer complaint management.
Teaching Guideline: Sr. #
Teaching Guideline
Details
1
Class Duration
Each lecture will be conducted for 1.5 Hours (90 Minutes).
2
Topic Delivery Time
60 Minutes will be utilized for delivery of the lecture topic as per the approved lesson planner.
3
Research Project Time
30 Minutes of every lecture will be allocated for research project guidance, supervision, discussion, monitoring and progress review.
4
Teaching Methodology
Interactive lectures, demonstrations, discussions, presentations, workshops, guided reading, reflective activities, research supervision and case studies.
5
Audio Visual Aids
Instructor shall use Multimedia Projector, PowerPoint Presentations, Videos, Online Academic Databases, White Board, Flip Charts, Research Journals and Digital Learning Resources wherever applicable.
6
Student Participation
Active participation shall be ensured through presentations, discussions, peer reviews, critical analysis exercises and classroom activities.
7
Research Supervision
Instructor shall continuously monitor and supervise students` research progress throughout the course.
8
Independent Learning
Students shall conduct independent reading, literature review, information gathering and assignment work outside classroom hours.
9
Attendance Requirement
Students must comply with institutional attendance i.e. 80%, requirements before appearing in assessments.
10
Academic Integrity
Instructor shall ensure adherence to academic integrity, referencing and plagiarism policies throughout the course.
Research Project Guidelines: Requirement
Details
Project Type
Individual Assignments
Group Work
Not Allowed (Can study in Group/Groups)
Number of Assignments
Two Assignments
Assignment 1
Word Limit 2000 Words excluding references
Assignment 2
Word Limit 1000 Words excluding references
Student Responsibility
Each student shall prepare his/her own project independently
Research Monitoring
Instructor shall ensure students are conducting research independently
Academic Integrity
Strictly enforced
Submission Type
Soft Copy word document (docx. File), Alignment Justified, Headings Font Size: 12 pts, Text Font Size: 11 pts, Font: Times New Roman
Assignment 1 Soft Copy Submission
During Progress Test II (Week 20)
Assignment 2 Soft Copy Submission
Week 23
Final Defense & Viva
Conducted during Final Examination
Instructor Responsibility
Verify originality and authenticity of student work
Research Record
Instructor shall maintain progress records of each student including Plagiarism Report and submit it to academics department.
Assessment and Examination Guidelines: Activity
Week
Responsibility
Remarks
Progress Test I
Week 10
Instructor
Mandatory Invigilation
Progress Test II
Week 20
Instructor
Mandatory Invigilation
Final Examination
Week 24
Instructor
Mandatory Invigilation
Viva / Final Defense
Week 24
Instructor
Mandatory
Assignment Monitoring
Throughout Course
Instructor
Mandatory
Research Progress Monitoring
Weekly
Instructor
Mandatory
Plagiarism Verification
Week 23
Instructor
Mandatory
Plagiarism Policy: Requirement
Standard
Overall Similarity Index
Not more than 18%
Similarity from Single Source
Not more than 5%
Plagiarism Report Submission
Mandatory in Week 23
Report Responsibility
Instructor
Software
Turnitin or Institution Approved Similarity Checker
Non-Compliance
Assignment may be rejected or penalized according to institutional policy
Final Approval
Subject to plagiarism compliance
Assignment Assessment Structure Component (Assignment 1)
Details
Learning Outcomes Covered
LO1, LO2 and LO4
Assessment Criteria Covered
1.1 – 1.4, 2.1 – 2.2 and 4.1 – 4.3
Assessment Type
Coursework
Assignment Brief and Guidance
Students will first need to identify a tourism or hospitality business which is familiar to them. Write a report that details the role played by services marketing within the organisation.
Students report must:
Describe the role of services marketing in the tourism and hospitality industry. Discuss the services marketing approach in the tourism and hospitality industry. Describe the services marketing activities of tourism and hospitality businesses. Explain the impact of social media and digital communications on services marketing. Explain the 9p model of the extended marketing mix. Analyse the marketing mix of a selected tourism and hospitality business. Define the characteristics of excellent customer service in the tourism and hospitality industry. Assess the relationship between customer service and business performance in the tourism and hospitality industry. Explain the importance of effective customer complaint management. Word Count
Maximum 2000 Words excluding references
References
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
Total Marks
100 Marks
Submission
The submission is in the form of a report. Soft Copy (Week 20)
Component (Assignment 2)
Details
Learning Outcomes Covered
LO3
Assessment Criteria Covered
3.1 – 3.3
Assessment Type
Coursework
Assignment Brief and Guidance
Students must produce an essay discussing the main theories on consumer behaviour in tourism and hospitality. Students should also summarise how those behaviours have changed over recent decades and how organisations have had to adapt to changes in consumer behaviour. Word Count
Maximum 1000 Words excluding references
References
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
Total Marks
100 Marks
Submission
The submission is in the form of an essay. Soft Copy (Week 23)
Lesson Planner Lec #
Week #
Subject Content
LO Ref
AC Ref
Book Reference (Chapter & Starting Page)
Time In
Time Out
Activity Date
Teacher Signature
1
1
Introduction to Services Marketing in Tourism & Hospitality
LO1
1.1
Ch.1 Marketing in Hospitality & Tourism (p.3)
2
Marketing in the Tourism and Hospitality Industries
LO1
1.1
Ch.1 (p.3)
3
2
Defining Hospitality and Tourism Marketing
LO1
1.1
Ch.1 (p.4)
4
Nature of Service Products
LO1
1.2
Ch.1 (p.8)
5
3
Development of Hospitality & Tourism Marketing
LO1
1.2
Ch.1 (p.10)
6
Marketing Orientation and Marketing Philosophy
LO1
1.2
Ch.1 (p.13)
7
4
Introduction to Services Marketing
LO1
1.2
Ch.2 Implementing the Marketing Approach (p.21)
8
Marketing Philosophy in Operation
LO1
1.2
Ch.2 (p.21)
9
5
Services Marketing Mix
LO1
1.3
Ch.2 Marketing Mix (p.25)
10
Functional Perspective of Marketing
LO1
1.3
Ch.2 (p.26)
11
6
Marketing Organisations in Tourism & Hospitality
LO1
1.3
Ch.2 (p.31)
12
Social Media and Digital Communications in Tourism Marketing
LO1
1.4
Ch.14 Communications Mix & Advertising (p.317)
13
7
Digital Marketing and Communication Channels
LO1
1.4
Ch.14 (p.323)
14
Hospitality & Tourism Advertising
LO1
1.4
Ch.14 (p.326)
15
8
Introduction to the 9P Marketing Mix
LO2
2.1
Ch.2 Marketing Mix (p.25)
16
Product and Place
LO2
2.1
Ch.11 Hospitality & Tourism Product Offer (p.237)
17
9
Price and Promotion
LO2
2.1
Ch.12 Pricing Strategies (p.263) & Ch.14 (p.317)
18
People and Planning
LO2
2.1
Ch.3 Hospitality & Tourism Service Systems (p.41)
19
10
Partners and Presentation
LO2
2.1
Ch.13 Distribution Systems (p.291)
20
Passion and Integrated Marketing
LO2
2.1
Ch.2 (p.25)
21
11
Progress Test I
(MCQs Based Assessment)
(Invigilation by the trainer)
22
Marketing as a Cross Functional Activity
LO2
2.2
Ch.2 (p.26)
23
12
Analysing Marketing Mix of Tourism Businesses
LO2
2.2
Ch.11 (p.237)
24
Integrated Marketing Strategies
LO2
2.2
Ch.14 (p.317)
25
13
Case Study: 9P Marketing Mix
LO2
2.2
Ch.11–14
26
Introduction to Consumer Behaviour
LO3
3.1
Ch.4 Individual Guest Behaviour (p.71)
27
14
Models of Guest Behaviour
LO3
3.1
Ch.4 (p.72)
28
Guest Drives and Motives
LO3
3.1
Ch.4 (p.73)
29
15
Guest Search Process
LO3
3.1
Ch.4 (p.78)
30
Purchase Decisions and Guest Perceptions
LO3
3.2
Ch.4 (p.79)
31
16
Purchase Outputs and Consumer Learning
LO3
3.2
Ch.4 (p.84)
32
External Forces Influencing Consumer Behaviour
LO3
3.2
Ch.4 (p.85)
33
17
Applying Guest Behaviour Models
LO3
3.2
Ch.4 (p.89)
34
Contemporary Consumer Behaviour Trends
LO3
3.2
Ch.18 Hospitality & Tourism Marketing: A Look Ahead (p.411)
35
18
Future Guests and Market Trends
LO3
3.2
Ch.18 (p.414)
36
Business Responses to Consumer Behaviour
LO3
3.3
Ch.18 (p.421)Describe the role of services marketing in the tourism and hospitality industry. SERVICES MARKETING IN TOURISM AND HOSPITALITY (Credit Value: 20)
Course Aims: The aim of this unit is to introduce learners to the role of services marketing techniques in the context of customer service within the tourism and hospitality industry. Learners will also be introduced to the principles of consumer behaviour and the marketing mix.
Course Learning Outcomes: Code
Learning Outcome (The Learner will:)
LO1
Understand the principles of services marketing in the tourism and hospitality industry.
LO2
Know about the components of the marketing mix.
LO3
Know about the principles of consumer behaviour in the tourism and hospitality industry.
LO4
Understand the nature and importance of customer service in the tourism and hospitality industry.
Learning Outcomes Mapping: Learning Outcome
Assessment Criteria
LO1
1.1 Describe the role of services marketing in the tourism and hospitality industry.
1.2 Discuss the services marketing approach in the tourism and hospitality industry.
1.3 Describe the services marketing activities of tourism and hospitality businesses.
1.4 Explain the impact of social media and digital communications on services marketing.
LO2
2.1 Explain the 9P model of the extended marketing mix.
2.2 Analyse the marketing mix of a selected tourism and hospitality business.
LO3
3.1 Explain the main theories of consumer behaviour in the tourism and hospitality industry.
3.2 Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.
3.3 Explain how tourism and hospitality businesses have adapted to changes in consumer behaviour.
LO4
4.1 Define the characteristics of excellent customer service in the tourism and hospitality industry.
4.2 Assess the relationship between customer service and business performance in the tourism and hospitality industry.
4.3 Explain the importance of effective customer complaint management.
Teaching Guideline: Sr. #
Teaching Guideline
Details
1
Class Duration
Each lecture will be conducted for 1.5 Hours (90 Minutes).
2
Topic Delivery Time
60 Minutes will be utilized for delivery of the lecture topic as per the approved lesson planner.
3
Research Project Time
30 Minutes of every lecture will be allocated for research project guidance, supervision, discussion, monitoring and progress review.
4
Teaching Methodology
Interactive lectures, demonstrations, discussions, presentations, workshops, guided reading, reflective activities, research supervision and case studies.
5
Audio Visual Aids
Instructor shall use Multimedia Projector, PowerPoint Presentations, Videos, Online Academic Databases, White Board, Flip Charts, Research Journals and Digital Learning Resources wherever applicable.
6
Student Participation
Active participation shall be ensured through presentations, discussions, peer reviews, critical analysis exercises and classroom activities.
7
Research Supervision
Instructor shall continuously monitor and supervise students` research progress throughout the course.
8
Independent Learning
Students shall conduct independent reading, literature review, information gathering and assignment work outside classroom hours.
9
Attendance Requirement
Students must comply with institutional attendance i.e. 80%, requirements before appearing in assessments.
10
Academic Integrity
Instructor shall ensure adherence to academic integrity, referencing and plagiarism policies throughout the course.
Research Project Guidelines: Requirement
Details
Project Type
Individual Assignments
Group Work
Not Allowed (Can study in Group/Groups)
Number of Assignments
Two Assignments
Assignment 1
Word Limit 2000 Words excluding references
Assignment 2
Word Limit 1000 Words excluding references
Student Responsibility
Each student shall prepare his/her own project independently
Research Monitoring
Instructor shall ensure students are conducting research independently
Academic Integrity
Strictly enforced
Submission Type
Soft Copy word document (docx. File), Alignment Justified, Headings Font Size: 12 pts, Text Font Size: 11 pts, Font: Times New Roman
Assignment 1 Soft Copy Submission
During Progress Test II (Week 20)
Assignment 2 Soft Copy Submission
Week 23
Final Defense & Viva
Conducted during Final Examination
Instructor Responsibility
Verify originality and authenticity of student work
Research Record
Instructor shall maintain progress records of each student including Plagiarism Report and submit it to academics department.
Assessment and Examination Guidelines: Activity
Week
Responsibility
Remarks
Progress Test I
Week 10
Instructor
Mandatory Invigilation
Progress Test II
Week 20
Instructor
Mandatory Invigilation
Final Examination
Week 24
Instructor
Mandatory Invigilation
Viva / Final Defense
Week 24
Instructor
Mandatory
Assignment Monitoring
Throughout Course
Instructor
Mandatory
Research Progress Monitoring
Weekly
Instructor
Mandatory
Plagiarism Verification
Week 23
Instructor
Mandatory
Plagiarism Policy: Requirement
Standard
Overall Similarity Index
Not more than 18%
Similarity from Single Source
Not more than 5%
Plagiarism Report Submission
Mandatory in Week 23
Report Responsibility
Instructor
Software
Turnitin or Institution Approved Similarity Checker
Non-Compliance
Assignment may be rejected or penalized according to institutional policy
Final Approval
Subject to plagiarism compliance
Assignment Assessment Structure Component (Assignment 1)
Details
Learning Outcomes Covered
LO1, LO2 and LO4
Assessment Criteria Covered
1.1 – 1.4, 2.1 – 2.2 and 4.1 – 4.3
Assessment Type
Coursework
Assignment Brief and Guidance
Students will first need to identify a tourism or hospitality business which is familiar to them. Write a report that details the role played by services marketing within the organisation.
Students report must:
Describe the role of services marketing in the tourism and hospitality industry. Discuss the services marketing approach in the tourism and hospitality industry. Describe the services marketing activities of tourism and hospitality businesses. Explain the impact of social media and digital communications on services marketing. Explain the 9p model of the extended marketing mix. Analyse the marketing mix of a selected tourism and hospitality business. Define the characteristics of excellent customer service in the tourism and hospitality industry. Assess the relationship between customer service and business performance in the tourism and hospitality industry. Explain the importance of effective customer complaint management. Word Count
Maximum 2000 Words excluding references
References
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
Total Marks
100 Marks
Submission
The submission is in the form of a report. Soft Copy (Week 20)
Component (Assignment 2)
Details
Learning Outcomes Covered
LO3
Assessment Criteria Covered
3.1 – 3.3
Assessment Type
Coursework
Assignment Brief and Guidance
Students must produce an essay discussing the main theories on consumer behaviour in tourism and hospitality. Students should also summarise how those behaviours have changed over recent decades and how organisations have had to adapt to changes in consumer behaviour. Word Count
Maximum 1000 Words excluding references
References
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
Total Marks
100 Marks
Submission
The submission is in the form of an essay. Soft Copy (Week 23)
Lesson Planner Lec #
Week #
Subject Content
LO Ref
AC Ref
Book Reference (Chapter & Starting Page)
Time In
Time Out
Activity Date
Teacher Signature
1
1
Introduction to Services Marketing in Tourism & Hospitality
LO1
1.1
Ch.1 Marketing in Hospitality & Tourism (p.3)
2
Marketing in the Tourism and Hospitality Industries
LO1
1.1
Ch.1 (p.3)
3
2
Defining Hospitality and Tourism Marketing
LO1
1.1
Ch.1 (p.4)
4
Nature of Service Products
LO1
1.2
Ch.1 (p.8)
5
3
Development of Hospitality & Tourism Marketing
LO1
1.2
Ch.1 (p.10)
6
Marketing Orientation and Marketing Philosophy
LO1
1.2
Ch.1 (p.13)
7
4
Introduction to Services Marketing
LO1
1.2
Ch.2 Implementing the Marketing Approach (p.21)
8
Marketing Philosophy in Operation
LO1
1.2
Ch.2 (p.21)
9
5
Services Marketing Mix
LO1
1.3
Ch.2 Marketing Mix (p.25)
10
Functional Perspective of Marketing
LO1
1.3
Ch.2 (p.26)
11
6
Marketing Organisations in Tourism & Hospitality
LO1
1.3
Ch.2 (p.31)
12
Social Media and Digital Communications in Tourism Marketing
LO1
1.4
Ch.14 Communications Mix & Advertising (p.317)
13
7
Digital Marketing and Communication Channels
LO1
1.4
Ch.14 (p.323)
14
Hospitality & Tourism Advertising
LO1
1.4
Ch.14 (p.326)
15
8
Introduction to the 9P Marketing Mix
LO2
2.1
Ch.2 Marketing Mix (p.25)
16
Product and Place
LO2
2.1
Ch.11 Hospitality & Tourism Product Offer (p.237)
17
9
Price and Promotion
LO2
2.1
Ch.12 Pricing Strategies (p.263) & Ch.14 (p.317)
18
People and Planning
LO2
2.1
Ch.3 Hospitality & Tourism Service Systems (p.41)
19
10
Partners and Presentation
LO2
2.1
Ch.13 Distribution Systems (p.291)
20
Passion and Integrated Marketing
LO2
2.1
Ch.2 (p.25)
21
11
Progress Test I
(MCQs Based Assessment)
(Invigilation by the trainer)
22
Marketing as a Cross Functional Activity
LO2
2.2
Ch.2 (p.26)
23
12
Analysing Marketing Mix of Tourism Businesses
LO2
2.2
Ch.11 (p.237)
24
Integrated Marketing Strategies
LO2
2.2
Ch.14 (p.317)
25
13
Case Study: 9P Marketing Mix
LO2
2.2
Ch.11–14
26
Introduction to Consumer Behaviour
LO3
3.1
Ch.4 Individual Guest Behaviour (p.71)
27
14
Models of Guest Behaviour
LO3
3.1
Ch.4 (p.72)
28
Guest Drives and Motives
LO3
3.1
Ch.4 (p.73)
29
15
Guest Search Process
LO3
3.1
Ch.4 (p.78)
30
Purchase Decisions and Guest Perceptions
LO3
3.2
Ch.4 (p.79)
31
16
Purchase Outputs and Consumer Learning
LO3
3.2
Ch.4 (p.84)
32
External Forces Influencing Consumer Behaviour
LO3
3.2
Ch.4 (p.85)
33
17
Applying Guest Behaviour Models
LO3
3.2
Ch.4 (p.89)
34
Contemporary Consumer Behaviour Trends
LO3
3.2
Ch.18 Hospitality & Tourism Marketing: A Look Ahead (p.411)
35
18
Future Guests and Market Trends
LO3
3.2
Ch.18 (p.414)
36
Business Responses to Consumer Behaviour
LO3
3.3
Ch.18 (p.421)
