SERVICES MARKETING - 2021/2

Module Overview

There is increasing recognition that the marketing approaches, tools and techniques designed for product marketing are less appropriate for the marketing of services. This recognition has led to an established body of knowledge, research and literature outlining the specific difficulties and benefits, tools and approaches that need to be considered for marketing in Hospitality and Tourism. This module relates the core principles of Hospitality and Tourism Marketing in an International context.

Module provider

Hospitality, Tourism & Events Management

Module Leader

LIU Daisy (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

MAN1075 (Marketing Principles) is a pre-requisite for this module

Module content

Indicative content includes:

• An Introduction to Services 


• An Overview of Hospitality and Tourism Marketing


• An Overview of the Hospitality and Tourism Sector


• Consumer Decision Process Issues in Hospitality and Tourism Marketing


• Hospitality and Tourism Service Delivery Process


• The Pricing of Hospitality and Tourism Services


• The Hospitality and Tourism Communication Mix

Assessment pattern

Alternative Assessment

Where students fail the group work, they will be allocated and individual Marketing topic to research and address questions related to that topic.

Assessment Strategy

The assessment strategy is designed to give students the opportunity to gradually build up their knowledge and understanding of services marking; demonstrate the breadth and depth of understanding of both the theory and application of Hospitality and Tourism Marketing; and to allow students to evidence their achievement of the learning outcomes.

Summative assessment

The assessment comprises a 1 1/2 hour class test and a group project.

The assessments are designed to demonstrate;

• an understanding of core services marketing theories


• the ability to apply marketing models, theories and concepts


• the ability to analyse and evaluate marketing strategies


• the capability of developing and presenting a marketing plan

Formative assessment and feedback

Students will receive verbal feedback on their performance during in-class activities and/or tutorials.

Module aims

• Build on the basic understanding of marketing developed through the Marketing Principles module and to consider the specific needs and problems associated with the marketing of Hospitality and Tourism and how these can be overcome.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to to encourage students to think critically about the different aspects of marketing and to engage in evaluating their application in the Hospitality and Tourism industry.

The principal teaching and learning method is a two-hour weekly lecture and an hour weekly seminar including several elements to achieve the module learning outcomes:

1. Lectures delivered by the module leader designed to develop an understanding of theory.


2. Student-led class discussions of real-world case studies to put theory into application and transform the acquired knowledge into practice in Hospitality and Tourism context. 

Students are expected to support the work undertaken during each lecture by undertaking a number of independent learning activities:

1. Preparatory reading of the relevant chapters in the module set text.


2. Application of the learnt theories to written case studies.


3. Guided further reading to enable them to extend their knowledge and understanding.

SurreyLearn will be used to support student learning by providing them with additional resources and links to useful websites. SurreyLearn will also be used for further discussion of the module topics between the students and the lecturer as well as the students and their colleagues. Additionally, lecture notes and other materials will be placed on SurreyLearn before the lecture so that students may print off copies for the lecture.

The learning and teaching methods include lectures and seminars. Each week students will have a lecture which will be supported by readings from the recommended text and additional SurreyLearn materials (handouts, weblinks, Powerpoints, etc.) Students will also be put into groups to participate in the group discussions.  They will receive weekly feedback on this activity.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN2124

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.