Hospitality Service Marketing: Course Notes

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Hospitality Service Marketing
This is a basic course in service marketing and vital for any hospitality industry programme.

Synopsis: The subject discusses on service marketing, market planning, market segmentation, service marketing and relationship marketing, developing in effective service mission, positioning and differentiation of services, marketing plans, customer – focused service and market research.

Objectives: At the end of the course, the student will be able to: 1. Understand the concepts of marketing for service. 2. Comprehend the role of marketing as a strategic technique. 3. Explore the nature of services and key concepts in services marketing and relationship marketing. 4. Review the assembling service marketing mix. 5. Analyze the challenges that face service marketer – creation of integrated marketing plans and the development of customer focused service culture.

Learning Outcomes: At the end of the course, the student will be able to: 1. Identify the nature and role of service marketing. 2. Apply the service mission statement and market segmentation. 3. Examine the evolution of positioning, service marketing mix elements and marketing plan process. 4. Formulate the market research procedure, based on customer service, quality and marketing.

Transferable Skills: This course provides the customer service skills that can be used not only within the managerial situation but also for personal enrichment.

Faculty of Hospitality & Tourism Management ------------------------------------------------------------------------------------------------------------------------------------------------------------------

TABLE OF CONTENTS

CHAPTER 1: NATURE OF SERVICE MARKETING 1.1 1.2 1.3 1.4 1.5 1.6 LEARNING OBJECTIVES ABSTRACT INTRODUCTION OVERVIEW OF THE SERVICE ECONOMY NATURE OF SERVICES SERVICES IN MANUFACTURING CHAPTER 2: SERVICE MARKETING & RELATIONSHIP MARKETING 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 LEARNING OBJECTIVES ABSTRACT ROLE OF MARKETING SERVICES & THE MARKETING MIX THE EVOLUTION OF SERVICE MARKETING RELATIONSHIP MARKETING DETERMINATION MARKET EMPHASIS IN RELATIONSHIP MARKETING ESSENCE OF SERVICE MARKETING CHAPTER 3: DEVELOPING IN EFFECTIVE SERVICE MISSION 3.1 3.2 3.3 3.4 3.5 3.6 LEARNING OBJECTIVES ABSTRACT MISSION FOR SERVICE CORPORATE MISSION SERVICE MISSION STATEMENT DEVELOPING A SERVICE MISSION CHAPTER 4: MARKET SEGMENTATION 4.1 4.2 4.3 4.4 4.5 LEARNING OBJECTIVES ABSTRACT PROCESS DEFINITION OF THE RELEVANT MARKET IDENTIFYING ALTERNATIVE BASES Universiti Tun Abdul Razak

6 6 6 7 8 9

10 10 10 11 13 14 15 16

17 17 17 17 18 19

21 21 21 22 23
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Faculty of Hospitality & Tourism Management ------------------------------------------------------------------------------------------------------------------------------------------------------------------

4.6 4.7 4.8

SELECTION OF BEST BASED FOR SEGMENTATION IDENTIFY & SELECT TARGET MARKET SEGMENTS SEGMENTATION, POSITIONING & MARKETING MIX STRATEGY CHAPTER 5: POSITIONING & DIFFERENTIATION OF SERVICES

23 24 25

5.1 5.2 5.3 5.4 5.5 5.6 5.7

LEARNING OBJECTIVES ABSTRACT EVOLUTION OF POSITIONING COMPETITIVE DIFFERENTIATION OF SERVICES POSITIONING & SERVICES THE LEVEL OF POSITIONING THE IMPORTANCE OF POSITIONING CHAPTER 6: MARKETING MIX

28 28 28 29 32 33 35

6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11

LEARNING OBJECTIVES ABSTRACT MARKETING MIX ELEMENTS SERVICE PRODUCT PRICING THE SERVICE PLACE: SERVICE LOCATION & CHANNELS PROMOTION & COMMUNICATION PEOPLE IN SERVICES PROCESSES CUSTOMER SERVICE DEVELOPING A MARKETING MIX STRATEGY CHAPTER 7: MARKETING PLANS

36 36 36 37 40 42 43 45 46 46 47

7.1 7.2 7.3 7.4 7.5 7.6

LEARNING OBJECTIVES ABSTRACT MARKETING PLAN PROCESS STRATEGIC CONTEXT SITUATIONAL REVIEW MARKETING STRATEGY FORMULATION

49 49 49 51 54 55

Universiti Tun Abdul Razak

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Faculty of Hospitality & Tourism Management...
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