HOSPITALITY SERVICES MARKETING - 2021/2

Module Overview

This module is designed to introduce students to the key principles of services marketing after which selected topics are discussed at a more advanced level. The module is divided into two distinct elements, firstly the principles of marketing are covered, and secondly the industry specific application of marketing is analysed. The module also creates an opportunity to facilitate 'real life' decision-making and enhances a wide range of study skills, such as independent research, analytical skills as well as critical thinking.

Module provider

Hospitality, Tourism & Events Management

Module Leader

ASHTON Mark (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Challenges due to service characteristics


• Consumer decision making process


• Segmentation, targeting, positioning


• Brand management


• Marketing communication


• Relationship marketing


• Marketing ethics


• Service quality


• Pricing strategies


• E-Marketing

Assessment pattern

Alternative Assessment

Group assignment will be replaced by requiring an individual report.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

The assessment strategy is aimed at giving students the opportunity to gradually build up their knowledge and understanding of services marketing in a hospitality context and is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises an individual report and a group presentation.

As part of the first assessment component (i.e., the individual report), students are examined based on critically reviewing the literature, theories and techniques related to one specific topic from the services marketing discipline and applying this subject knowledge to an organization from the hospitality industry.

For the second assessment (i.e., the group presentation) students will be working with a consultant mind-set; students will be asked to evaluate the marketing strategy of one organization in the hospitality industry. Due to the rapid changes of society and consumers' minds, hospitality marketing managers are required to revise marketing strategies to attract visitors. Accordingly, students need to give a presentation which critically assesses the current marketing strategy of one organization. Ultimately managerial implications need to be provided with regards to how the organization can improve its marketing strategy.

Formative assessment and feedback

Formative Feedback:

• During the first seminar, the assignments and the feedback process is explained


• Feedback is also provided during and after in-class discussions


• As the seminars are built around topic-specific group exercises, students do not only benefit from lecturer’s feedback but also receive peer evaluations


• A pre-assignment feedback session is an integral part of this module. During this session, students work in groups on a task which reflects the report requirements and receive feedback on their work


• Further, as part of the formative feedback, students are provided with good and bad practice examples and in group discussion will discuss the key components of good reports and less good reports


• In the first lecture after submission, students are provided with initial feedback on what went well and not so well, hence outlining key learning issues deriving from the assignment


• Once marking is completed, students will be provided a report which contains detailed generic feedback as well as a breakdown of marks. This enables students to assess their own performance compared to their peer students


• Short presentations assist students in preparing for the group presentation as the task for the presentations relates to the analysis and application of marketing theory to practice

Module aims

• This module is designed to provide students with knowledge of the meaning and application of marketing in the hospitality context. The key objective is that students should develop an understanding of the role of marketing as a business philosophy. Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics, taken within the context of hospitality services. Recent trends in marketing are incorporated in this module.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy:

The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry. The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature.

The learning and teaching methods:

The teaching and learning methods are based on a series of lectures and, where appropriate case studies and guest lectures. The module is delivered as generic services marketing lectures followed by stream specific applications in seminars.

Lectures (1hour  x 10 weeks)

Seminars and/or class discussion (2 hours x 11 weeks)

Guest lecture (1 hour x 1 week)

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: MANM107

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.