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)