St.

Joseph’s Institute of Management (JIM)

A Jesuit Business School
St. Joseph’s College (Autonomous), Tiruchirappalli 620 002

Course of Independent Learning (CIL)

International Hospitality & Healthcare Services Marketing

Sessions: 20 Credits: 2

1. Course Description
As the fastest-growing sectors of the current global economy, both hospitality and
healthcare services sector offer tremendous growth opportunities for incumbents and
entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must
first understand each industry's unique characteristics. This course is designed to help those
who are interested in career advancement opportunities in these industries or who want to
be inspired by these industries to better equip themselves with enlightened and creative
management capabilities.

2. Assurance of Learning (AoL)

WEEK 1
What is unique about managing a service business?
WEEK 2
How to successfully market a hospitality business?
WEEK 3
How to successfully market a healthcare business?
WEEK 4
Identify the unique characteristics of the healthcare industry, explain how this industry is evolving
into the experience business

WEEK 5
Gain insights from the innovative approaches in the service industry overall, in hospitality and health
industry in particular, and better develop innovative strategies in your industry.
3. Course Materials

Mandatory:

a. Hospitality marketing principles and practice – Buttle Bowei