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HOSP7018 - Hospitality Services Marketing

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Title:Hospitality Services Marketing
Long Title:Hospitality Services Marketing
Module Code:HOSP7018
 
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Hospitality
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Noel Murray
Module Author: GRAINNE DALY
Module Description: This module introduces the learner to the concepts, theory and practice of Services Marketing
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Evaluate the importance of service markets, products and customers in the hospitality services environment.
LO2 Analyse customer perceptions and customer expectations and their role in service delivery
LO3 Discuss the dimensions of service quality, the gaps model and how managers can 'close' or minimise these gaps.
LO4 Describe the process of service blueprinting , fail points and its application to the concept of service redesign.
LO5 Explain the importance of building customer loyalty, customer relationship management and examine the role of service recovery as part of this process
LO6 Determine the importance of managing the employee as part of the service encounter
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

It is recommended that students would have successfully completed previous modules in marketing
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
 

Module Content & Assessment

Indicative Content
Introduction to Services Concepts
Challenges of Services marketing, distinct characteristics and new perspectives
Service Markets, Products and Customers
High and low contact services, four categories of services, moments of truth, zone of tolerance, customer expectations, customer perceptions, customer gap.
Designing and Managing Service Processes
Role and script, Blueprinting,identifying and reusing service failpoints(poka yokes), service redesign
Improving Service Quality and Productivity
Definitions of quality, dimensions of service quality,Gaps Model (Servqual). Closing the gaps, Measuring and Improving service quality, Productivity in services.
Employees and the Service Encounter
Internal and interactive marketing, Critical role of service employees, Cycle of failure, mediocrity, success, Integrating the HR function, Empowerment and application of these models in the Hospitality sector
Implementation of Profitable Service Strategies
Customer Relationship Marketing -Managing relationships and building loyalty- customer value, creation of loyalty, customer relationship management. Service Recovery - complaint soliciting and handling, customer feedback, zero defections
Service Leadership
Identification of Service leaders and implementation of services marketing in a hospitality environment.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions Service concepts, customer expectations, customer perceptions and service quality 1,2,3 20.0 Week 6
Project Application of services theory in an Tourism and Hospitality context. 4,5,6 20.0 Week 11
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6 60.0 End-of-Semester
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture In class Lectures 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent study 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture In class Lectures 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Independent Study and Reading 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Lovelock C & J Wirtz 2016, Services Marketing People, Technology, Strategy, 8th Ed., Pearson International [ISBN: 9781944659004]
Recommended Article/Paper Resources
  • Journal Journal, International Journal of Contemporary Hospitality Management [ISSN: 0959 6119]
  • Journal, Cornell Hospitality Quarterly [ISSN: 1938 9663]
  • Journal, International Journal of Hospitality Management [ISSN: 0278 4319]
  • Journal, Harvard Business Review [ISSN: 0017 8012]
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_OHCMA_7 Bachelor of Business in Hospitality Management 5 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie