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Transcript
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
industry
3. Examine the changing consumer needs and appreciate the implications for the hospitality
marketers
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
services.
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

Targeting

Positioning
Consumer Behaviour in Service Encounters:

Trends in consumer behaviour

Customer needs and expectations

Post-Purchase Behaviour in Services
The Service Marketing Mix:
Product/Service

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