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Level 4 Diploma in Tourism and Hospitality Management

Fundamentals of Services Marketing

THM403 · Services Marketing in Tourism and Hospitality — Week 1 of 16

CourseTHM403
Week1 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Fundamentals of Services Marketing

  1. Characteristics of services (IHIP)
  2. Service-dominant logic
  3. Transactional vs relationship marketing
  4. Role of services marketing in tourism competitiveness
  5. What is Service Marketing? | From A Business Professor
  6. Marketing Services: How Marketing Services is Different Than Marketing Products
  7. Leading Service Paper Series: Vargo & Lusch "Evolving to a New Dominant Logic for Marketing"

What you will be able to do

  • 1.1 Describe the role of services marketing in the tourism and hospitality industry.
  • 1.2 Discuss the services marketing approach in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: describe the role of services marketing in the tourism and hospitality industry.

Study materials

Videos

  • What is Service Marketing? | From A Business Professor · YouTube · Business School 101 · 9 min · for registered students
  • Marketing Services: How Marketing Services is Different Than Marketing Products · YouTube · Professor Wolters · 9 min · for registered students
  • Leading Service Paper Series: Vargo & Lusch "Evolving to a New Dominant Logic for Marketing" · YouTube · Glenn Parry · 18 min · for registered students

Further resources

  • Principles of Marketing, ch. 11.1: Classification of services · PDF · OpenStax, textbook chapter; pp. 371–378 · for registered students
  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 2
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Fundamentals of Services Marketing
  • Week 2: Services Marketing Approaches and Operational Activities
  • Week 3: Digital Communications and Social Media Strategy
  • Week 4: The Extended Marketing Mix Framework
  • Week 5: The 9P Model and Practical Business Analysis
  • Week 6: Theories of Consumer Behaviour
  • Week 7: Contemporary Trends in Consumer Behaviour
  • Midterm: Midterm evaluation
  • Week 9: Organisational Adaptation to Market Changes
  • Week 10: Principles of Excellent Customer Service
  • Week 11: Complaint Management and Service Recovery
  • Week 12: Applying Services Marketing in Tourism and Hospitality in p…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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