Module Code - Title:
MK5121
-
TOURISM SERVICES MARKETING
Year Last Offered:
2023/4
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
Rationale and Purpose of the Module:
Syllabus:
The Services Marketing Concept,
8 PÆs of Tourism Services Marketing, Service Characteristics of Tourism Marketing,
Tourist Customer Behaviour and Segmentation,
Customer Involvement and Service Process
Analysis of a Service Operation,
Internal Marketing,
Service Quality Issues
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
Recognise the importance of services marketing theories and concepts to tourism marketing.
Discuss key marketing theories such as the marketing concept and the marketing mix relevant to tourism services organisations.
Examine the opportunities and challenges associated with the marketing of tourism services in an international context.
Apply core services marketing theories to contemporary tourism cases and examples.
Critically evaluate the role and importance of marketing theories and practices to the success of tourism focused enterprises with different international contexts.
Prepare a marketing analysis report based upon the application of key marketing concepts to a chosen tourism organisation with an international focus.
Affective (Attitudes and Values)
Not applicable
Psychomotor (Physical Skills)
Not applicable
How the Module will be Taught and what will be the Learning Experiences of the Students:
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Recognise the importance of services marketing theories and concepts to tourism marketing. (2006)
Services Marketing, People, Technology and Strategy
, Pearson
Zeithaml and Bitner (2005)
Services Marketing, Integrating Customer Focus Across the Firm
, McGraw Hill
Knowles, Diamantis and El Mourhabi (2004)
The Globalisation of Tourism and Hospitality
, Thompson
Other Relevant Texts:
Horner and Swarbrooke (2004)
International Cases in Tourism Management
, Elsevier
Programme(s) in which this Module is Offered:
Semester - Year to be First Offered:
Autumn
-
08/09
Module Leader:
Deirdre.OLoughlin@ul.ie