HTTM 304 Services Marketing in Hospitality and Tourism

Contact Hours 45
Pre-requisite HTTM 205 : Marketing for Hospitality and Tourism
Course Purpose The purpose of this course is to build parameters that should define the
tourism and hospitality services, their nature, marketing challenges and
other strategic marketing considerations.
Expected Learning By the end of the course, the learner should be able to:-
Outcomes 1. Build foundations for service marketing with reference to behaviour
of service customers.
2. Create mechanism for understanding the customer and facilitating
quality customer relationship.
3. Align service designs and standards that reflect customer
expectations.
4. Deliver and perform service requirements effectively and profitably
with well-defined employee and customer roles.
5. Integrate service marketing communication efficiently as an
instrument for managing service promises.
 Introduction to services marketing
Course Content  Consumer behavior in a service context
 Positioning services in competitive markets
 Developing service products: Core and supplementary
elements
 Distributing service through physical and electronic
channels
 Developing and managing service processes
 Balancing demand against productive capacity
 Crafting the service environment
 Managing people for service advantage
 Managing relationship and building loyalty
 Complaint handling and service recovery
 Improving service quality and productivity
  Organizing for change management and service leadership
Mode of Delivery of the  Lectures
Course  Self-directed learning
 Guided learning activities
 Reading assignment
 Group discussions
 Tutorials
 Presentations
Instructional Materials  Textbooks and journals
and/or Equipment  Hand-outs
 Chalk board
 White board
 Lecture notes
 Computers and Internet
 Multimedia technology and equipment
Recommended Core 1. Christopher, H. Lovelock, Jochen Wirtz, and Tat Hean Keh (2009).
Reading Materials for the Services Marketing in Asia: Managing People, Technology, and
Course Strategy, Singapore: Prentice Hall
2. Grönroos, C. (2010). Service Management and Marketing: Customer
Management in Service Competition, 3rd Ed, John Wiley & Sons
Other Recommended 1. John, E.G. Bateson, and K. Douglas Hoffman (2008). Managing
Reference Materials  Services Marketing, 4th Edition.
2. Benjamin Schneider and David, E. Bowen (2007). Winning The
Service Game, Harvard Business School Press
Type Weighting % Weighting %
Examination 60
Assessment Mode
Continuous Assessment 40
Total 100%