Hospitality Service Marketing: Course Notes
Hospitality Service Marketing
This is a basic course in service marketing and vital for any hospitality industry programme.
Synopsis: The subject discusses on service marketing, market planning, market segmentation, service marketing and relationship marketing, developing in effective service mission, positioning and differentiation of services, marketing plans, customer – focused service and market research.
Objectives: At the end of the course, the student will be able to: 1. Understand the concepts of marketing for service. 2. Comprehend the role of marketing as a strategic technique. 3. Explore the nature of services and key concepts in services marketing and relationship marketing. 4. Review the assembling service marketing mix. 5. Analyze the challenges that face service marketer – creation of integrated marketing plans and the development of customer focused service culture.
Learning Outcomes: At the end of the course, the student will be able to: 1. Identify the nature and role of service marketing. 2. Apply the service mission statement and market segmentation. 3. Examine the evolution of positioning, service marketing mix elements and marketing plan process. 4. Formulate the market research procedure, based on customer service, quality and marketing.
Transferable Skills: This course provides the customer service skills that can be used not only within the managerial situation but also for personal enrichment.
Faculty of Hospitality & Tourism Management ------------------------------------------------------------------------------------------------------------------------------------------------------------------
TABLE OF CONTENTS
CHAPTER 1: NATURE OF SERVICE MARKETING 1.1 1.2 1.3 1.4 1.5 1.6 LEARNING OBJECTIVES ABSTRACT INTRODUCTION OVERVIEW OF THE SERVICE ECONOMY NATURE OF SERVICES SERVICES IN MANUFACTURING CHAPTER 2: SERVICE MARKETING & RELATIONSHIP MARKETING 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 LEARNING OBJECTIVES ABSTRACT ROLE OF
This is a basic course in service marketing and vital for any hospitality industry programme.
Synopsis: The subject discusses on service marketing, market planning, market segmentation, service marketing and relationship marketing, developing in effective service mission, positioning and differentiation of services, marketing plans, customer – focused service and market research.
Objectives: At the end of the course, the student will be able to: 1. Understand the concepts of marketing for service. 2. Comprehend the role of marketing as a strategic technique. 3. Explore the nature of services and key concepts in services marketing and relationship marketing. 4. Review the assembling service marketing mix. 5. Analyze the challenges that face service marketer – creation of integrated marketing plans and the development of customer focused service culture.
Learning Outcomes: At the end of the course, the student will be able to: 1. Identify the nature and role of service marketing. 2. Apply the service mission statement and market segmentation. 3. Examine the evolution of positioning, service marketing mix elements and marketing plan process. 4. Formulate the market research procedure, based on customer service, quality and marketing.
Transferable Skills: This course provides the customer service skills that can be used not only within the managerial situation but also for personal enrichment.
Faculty of Hospitality & Tourism Management ------------------------------------------------------------------------------------------------------------------------------------------------------------------
TABLE OF CONTENTS
CHAPTER 1: NATURE OF SERVICE MARKETING 1.1 1.2 1.3 1.4 1.5 1.6 LEARNING OBJECTIVES ABSTRACT INTRODUCTION OVERVIEW OF THE SERVICE ECONOMY NATURE OF SERVICES SERVICES IN MANUFACTURING CHAPTER 2: SERVICE MARKETING & RELATIONSHIP MARKETING 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 LEARNING OBJECTIVES ABSTRACT ROLE OF