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Level 4 Diploma in Tourism and Hospitality Management

The Extended Marketing Mix Framework

THM403 · Services Marketing in Tourism and Hospitality — Week 4 of 16

CourseTHM403
Week4 of 16
SemesterI
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This week’s topics

The Extended Marketing Mix Framework

  1. Core 4Ps in a service context
  2. People and frontline staff empowerment
  3. Physical evidence and servicescape design
  4. Service delivery processes
  5. 7p's of Marketing: People Processes and Physical Evidence
  6. 7Ps Marketing Mix
  7. Service Marketing Lecture - Topic 12 of The Basics of Marketing

What you will be able to do

  • 2.1 Explain the 9P model of the extended marketing mix.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain the 9P model of the extended marketing mix.

Study materials

Videos

  • 7p's of Marketing: People Processes and Physical Evidence · YouTube · Galton College · 25 min · for registered students
  • 7Ps Marketing Mix · YouTube · Galton College · 15 min · for registered students
  • Service Marketing Lecture - Topic 12 of The Basics of Marketing · YouTube · Professor Wolters · 75 min · for registered students

Further resources

  • Principles of Marketing, ch. 1.2: The marketing mix and the 4Ps · PDF · OpenStax, textbook chapter; pp. 18–21 · for registered students
  • Quality of airline service attributes: satisfiers and dissatisfiers · Reading · Reading, article · for registered students
  • Emotional Service Expectation, Perceived Quality and Satisfaction: Deep and Surface Acting · Reading · Reading, article · 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 3Week 5
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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