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Qualification - OTHM Level 4 Diploma In Tourism And Hospitality Management
Unit Name - Services Marketing and Customer Service
Unit code - J/507/7360
Unit Level - Level 4
Assignment Title - Services Marketing and Customer Service
Unit Number - Unit 02
Learning Outcome 1: Understand the principles of services marketing in the tourism and hospitality industry.
Learning Outcome 2: Understand the components of the marketing mix.
Learning Outcome 3: Understand the principles of consumer behaviour in the tourism and hospitality industry.
Learning Outcome 4: Understand the nature and importance of customer service in the tourism and hospitality industry.
Evaluate the benefits and costs of a marketing orientation for a chosen organization and comprehend individual aspects of the marketing process.
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Scenario
After graduating, you started a job for a Tour Operator and after 2 years, you became part of the Marketing team. You stayed in touch with your Lecturer who invited you back for a presentation for the students.
Your lecturer also asked you to bring a bng the essay you wrote when you were a student, so it could be used as an inspiration.
Get support for Unit 12: Hospitality Provision in the Travel and Tourism Sector, as part of your HND in Travel and Tourism studies.
Task 1 - Service Marketing
Instructions
You decided to bring a colleague to make the presentation livelier and to help you with some background research on your organisation. The presentation should be structured as follow:
• Welcoming the students and explaining who you are and what you will be discussion
• An introduction explaining low "service marketing" is related to Customer Service and what Service marketing is.
• An explanation of the role of marketing in your organisation and categorise its service marketing activities
• Identify the impact of social media and digital communications on services marketing on the orga nisation
• A brief explanation of the '9P model'
• Explain how the 9P applies to your organisation
• Conclude with the importance of customer service and the consequences of not providing good customer service.
Delivery
• lx group presentation-500 words
Delivery and Submission
• 1x copy of your slides-500 words
• 1x evaluation form
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Task 2 - Essay on consumer behaviour
Instructions
You must produce an essay discussing the main theories on consumer behaviour in tourism and hospitality. You should also summarise how those behaviours have changed over the last few decades and how business had to adapt to changes in consumer behaviour
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LO
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LO Description
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AC
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AC Description
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1
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Understand the principles of services marketing in the
tourism and hospitality industry.
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1.1
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Describe the role of marketing in the tourism and hospitality industry.
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1.2
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Summarise the service marketing approach in the tourism and hospitality industry.
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1.3
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Classify the services marketing activities of tourism and hospitality businesses.
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1.4
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Identify the impact of social media and digital communications on services marketing.
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2
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Understand the components of the marketing mix.
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2.1
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Explain the 9P model of the extended marketing mix.
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2.2
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Use the 9P model to analyse the marketing activity of tourism businesses.
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3
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Understand the principles of consumer behaviour in the tourism and hospitality industry.
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3.1
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Explain the main theories of consumer behaviour in the tourism and hospitality industry.
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3.2
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Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.
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3.3
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Explain how tourism and hospitality businesses have adapted to changes in consumer behaviour.
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4
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Understand the nature and importance of customer service in the tourism and hospitality industry.
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4.1
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Define the characteristics of excellent customer service in the tourism and hospitality industry.
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4.2
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Assess the relationship between customer service and business performance in the tourism and hospitality industry.
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