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

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	1	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	2	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	3	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	4	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	5	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	6	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	7	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	8	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	9	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	10	Passion and Integrated Marketing	LO2	2.1	Ch.2 (p.25)
21	11	Progress Test I (MCQs Based Assessment) (Invigilation by the trainer)
22	11	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	12	Integrated Marketing Strategies	LO2	2.2	Ch.14 (p.317)
25	13	Case Study: 9P Marketing Mix	LO2	2.2	Ch.11–14
26	13	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	14	Guest Drives and Motives	LO3	3.1	Ch.4 (p.73)
29	15	Guest Search Process	LO3	3.1	Ch.4 (p.78)
30	15	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	16	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	17	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	18	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	19	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	20	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	21	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	22	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	23	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	24	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)

Guided Learning Hours Calculation:

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

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

Assignment Assessment Structure

Lesson Planner

Guided Learning Hours Calculation:

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