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Level 4 Diploma in Tourism and Hospitality Management

Organisational Adaptation to Market Changes

THM403 · Services Marketing in Tourism and Hospitality — Week 9 of 16

CourseTHM403
Week9 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Organisational Adaptation to Market Changes

  1. Green initiatives and sustainability accreditation
  2. Technological self-service integration
  3. Dynamic pricing models
  4. Flexible booking policies
  5. What is Dynamic Pricing Strategy? | From A Business Professor
  6. What is Dynamic Pricing? How does Uber set its prices?
  7. INSEAD Explains Sustainability: Corporate Social Responsibility

What you will be able to do

  • 3.3 Explain how tourism and hospitality businesses have adapted to changes in consumer behaviour.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain how tourism and hospitality businesses have adapted to changes in consumer behaviour.

Study materials

Videos

  • What is Dynamic Pricing Strategy? | From A Business Professor · YouTube · Business School 101 · 9 min · for registered students
  • What is Dynamic Pricing? How does Uber set its prices? · YouTube · HubSpot Marketing · 9 min · for registered students
  • INSEAD Explains Sustainability: Corporate Social Responsibility · YouTube · INSEAD · 8 min · for registered students

Further resources

  • Transition Pathway for Tourism (European Commission, 2022) · Reading · Eu, report · for registered students
  • OECD Tourism Trends and Policies 2024, ch. 1: Tourism Trends and Policies · PDF · Oecd, report; pp. 16–46 · for registered students
  • Green Claims Code: making environmental claims on goods and services (CMA, 2021) · PDF · GOV.UK, guidance; 56 pages · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
MidtermWeek 10
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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