Download Principles of Services Marketing Intended Module Learning

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts

Pricing strategies wikipedia, lookup

Pricing wikipedia, lookup

Pricing science wikipedia, lookup

Marketing channel wikipedia, lookup

Product planning wikipedia, lookup

Global marketing wikipedia, lookup

Marketing strategy wikipedia, lookup

Retail wikipedia, lookup

Sensory branding wikipedia, lookup

Green marketing wikipedia, lookup

Marketing mix modeling wikipedia, lookup

Advertising campaign wikipedia, lookup

Neuromarketing wikipedia, lookup

Services marketing wikipedia, lookup

Street marketing wikipedia, lookup

Direct marketing wikipedia, lookup

Multicultural marketing wikipedia, lookup

Marketing plan wikipedia, lookup

Integrated marketing communications wikipedia, lookup

Target market wikipedia, lookup

Digital marketing wikipedia, lookup

Guerrilla marketing wikipedia, lookup

Marketing wikipedia, lookup

Multi-level marketing wikipedia, lookup

Viral marketing wikipedia, lookup

Youth marketing wikipedia, lookup

Sports marketing wikipedia, lookup

Marketing communications wikipedia, lookup

Marketing research wikipedia, lookup

Ambush marketing wikipedia, lookup

Target audience wikipedia, lookup

Social media marketing wikipedia, lookup

Affiliate marketing wikipedia, lookup

Food marketing wikipedia, lookup

Market segmentation wikipedia, lookup

Segmenting-targeting-positioning wikipedia, lookup

Bayesian inference in marketing wikipedia, lookup

Consumer behaviour wikipedia, lookup

Payment for ecosystem services wikipedia, lookup

E-governance wikipedia, lookup

Principles of Services Marketing
Intended Module Learning Outcomes
On successful completion of this module learners will be able to:
1. Identify and interpret the nature and role of services marketing in the international
hospitality industry
2. Discuss the major trends affecting the marketing of the international hospitality service
3. Examine the changing consumer needs and appreciate the implications for the hospitality
4. Develop an appropriate marketing mix for the hospitality service sector
5. Identify and assess the various components of the service promotion mix
6. Participate in class discussion on topics related to the marketing of international hospitality
Module Objectives
This module is designed to give learners a broad understanding of the key concepts and
business practices in marketing. The module provides an overview of the nature and scope of
marketing and its role in achieving business objectives.
The module aims to:
Provide learners with a clear understanding of the concepts and business functions of
services marketing in the hospitality industry
Give learners an overview of the environmental factors which influence services
marketing decisions
Introduce learners to the need to develop an appropriate marketing mix
Familiarise learners with the role of marketing to service providers.
Module Curriculum
Introduction to Principles of Services Marketing
Distinguishing features of Service
Service success in competitive markets
Positioning Services
Market segmentation and customer focus
Consumer Behaviour in Service Encounters:
Trends in consumer behaviour
Customer needs and expectations
Post-Purchase Behaviour in Services
The Service Marketing Mix:
Product/service life cycle
Branding /packaging of services
Pricing of Services
Pricing methods/tactics
Putting service pricing into practice
Distribution of Services
Decisions about time and place
Distribution and customers