Units and learning outcomes

Module 1: Hospitality & Service Marketing

Upon completing this subject, you should be able to:

Distinguish between the types of hospitality organisations, their location in relation to Leiper's tourism model and their objectives
Recognise organisations as open systems and explain the importance of relationships between the organisation's and internal and external customers
Appreciate the critical importance of planning extending marketing mix elements and their role in differentiation in the hospitality industry
Appreciate the importance of key service marketing concepts including the 'Moments of Truth' and 'Pareto's Law'
Undertake a gap analysis for the organisation and be aware of the relationship between costs and service elements
Recognise and assess the importance of training and people management in ensuring organisational success and customer satisfaction

Upon completing this subject, you should be able to:

Recognise the importance of collecting relevant tourism data, and the variety of information sources, both primary and secondary
Formulate coherent recommendations and plans based on statistically accurate information
Recognise the importance and application of key tourism typologies
Apply segmentation concepts in order to develop appropriate marketing mix strategies and tactics
Understand a range of motivational theories and the key drivers both 'push and pull' that influence tourist decision-making
Knowledge and application of information technology tools and techniques to better meet customer needs

After successfully completing this course you will:

Explain the role of the marketing plan within the context of the organisation's strategy and culture and the broader marketing environment (ethics, social responsibility, legal frameworks, sustainability)
Conduct a marketing audit considering appropriate internal and external factors and develop operational marketing plans
Develop the role of branding and positioning within the marketing plan
Set and justify budgets for marketing plans and mix decisions
Define and use appropriate measurements to evaluate the effectiveness of marketing plans and activities
Make recommendations for changes and innovations to marketing processes based on an understanding of the organisational context and an evaluation of past marketing activities

By the end of this module you should be able to:

Explain the roles and structure of the marketing function and the nature of relationships with other functions within various types of organisation
Interpret qualitative and quantitative data and present appropriate and coherent recommendations that lead to effective marketing and business decisions
Develop marketing objectives and plans at an operational level appropriate to the organisation's internal and external environments
Use appropriate management techniques to plan and control marketing activities and projects
Use appropriate techniques to develop, manage and motivate a team so that it performs effectively and delivers required results
Define measures for, and evaluate the performance of, marketing plans, activities and projects and make recommendations for improvements