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Level 4 Diploma in Tourism and Hospitality Management

Services Marketing Approaches and Operational Activities

THM403 · Services Marketing in Tourism and Hospitality — Week 2 of 16

CourseTHM403
Week2 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Services Marketing Approaches and Operational Activities

  1. Experiential marketing
  2. Loyalty and reward program design
  3. Cross-promotions and co-branding
  4. Brand positioning in hospitality
  5. Service Marketing
  6. Lecture 56: Brand Experience & Brand Loyalty
  7. Lecture 42: Brand Positioning

What you will be able to do

  • 1.2 Discuss the services marketing approach in the tourism and hospitality industry.
  • 1.3 Describe the services marketing activities of tourism and hospitality businesses.

Activity

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

Study materials

Videos

  • Service Marketing · YouTube · Galton College · 20 min · for registered students
  • Is Experiential Tourism The Future? What Is Experiential Travel? · YouTube · Dr Hayley Stainton | Tourism Teacher · 10 min · for registered students
  • The growth and importance of experiential travel in tourism · YouTube · Dr Hayley Stainton | Tourism Teacher · 55 min · for registered students

Further resources

  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
  • Principles of Marketing, ch. 9.1: Products, services and experiences · PDF · OpenStax, textbook chapter; pp. 304–308 · 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 1Week 3
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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