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 touris

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)

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)

37

19

Relationship Marketing and Future Marketing

LO3

3.3

Ch.18 (p.423)

38

Introduction to Service Quality and Customer Service

LO4

4.1

Ch.3 Hospitality & Tourism Service Systems (p.41)

39

20

Service Quality and Product Service Spectrum

LO4

4.1

Ch.3 (p.47–50)

40

Service Encounters and Six S`s of Service

LO4

4.1

Ch.3 (p.60)

41

21

Progress Test II

(MCQs Based Assessment)

(Invigilation by the trainer)

42

Principles of Excellent Customer Service

LO4

4.1

Ch.3 (p.62–64)

43

22

Customer Service and Business Performance

LO4

4.2

Ch.3 (p.63–64)

44

Measuring Service Quality Performance

LO4

4.2

Ch.3 (p.64)

45

23

Introduction to Performance Management

LO4

4.2

Ch.7 Marketing Planning (p.147)

46

Submission of Assignment II

47

24

Customer Satisfaction and Performance Indicators, Customer Complaint Management

LO4

4.2 & 4.3

Ch.7 (p.150), Ch.16 Public Relations & Publicity (p.369)

48

Complaint Resolution Strategies, Customer Relationship Management, Best Practices in Customer Service and Complaint Management

LO4

4.3

Ch.16 (p.373 & p. 379) & Ch.18 Future of Hospitality & Tourism Marketing (p.423)

Final Exam and

Final Defense + Viva

(Mandatory Invigilation by the trainer)

Description

Calculation

Guided Learning Hours

Total Weeks

24 Weeks

–

Duration Per Lecture

1.5 Hours

–

Lectures Per Week

2 Lectures per Week

Total Lectures = 24 x 2 = 48 Lectures

48 * 1.5 Hours = 72 Hours

Dining Skills Training (DST)

4 Hours per day x 6 Days

24 Hours

Industrial Visit

Any relevant property visit

4 Hours