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Level 4 Diploma in Tourism and Hospitality Management

Applying Services Marketing in Tourism and Hospitality in practice: case studies

THM403 · Services Marketing in Tourism and Hospitality — Week 12 of 16

CourseTHM403
Week12 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Applying Services Marketing in Tourism and Hospitality in practice: case studies

  1. Case analysis
  2. Linking theory to practice
  3. Evaluating evidence
  4. The effectiveness of Tourism Australia's award-winning 'Dundee' ad
  5. An Overview of Marketing & Objectives of Marketing (with Case studies of Burger king and McDonalds)

What you will be able to do

  • 1.2 Discuss the services marketing approach in the tourism and hospitality industry.
  • 2.2 Analyse the marketing mix of a selected tourism and hospitality business.
  • 3.2 Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.
  • 4.2 Assess the relationship between customer service and business performance in the tourism and hospitality industry.

Activity

Start with this week’s 2 videos, then: Case-study workshop: apply the unit’s concepts to a real or realistic case and evaluate the outcome.

Study materials

Videos

  • The effectiveness of Tourism Australia's award-winning 'Dundee' ad · YouTube · Marketing Week · 10 min · for registered students
  • An Overview of Marketing & Objectives of Marketing (with Case studies of Burger king and McDonalds) · YouTube · Marketing91 · 5 min · for registered students

Further resources

  • European Capital of Smart Tourism (EU initiative and best-practice compendia) · Reading · Eu, case study · for registered students
  • Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · 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 11Week 13
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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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