HOSP 3670: Service Marketing
Effective date
September 2018
Department
Hospitality Management App Deg
School
Hospitality, Food Studies and Applied Business
Description
In this course students will develop critical analytic skills and knowledge for implementing service strategies to create and manage the customer experience. Students will analyze and gain insight into new consumer trends and patterns.
This course is part of the full-time Bachelor of Hospitality Management program.
Year of study
3rd Year Post-secondary
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Examine distinctive service marketing challenges.
- Describe the components of the extended marketing mix for managing the customer interface (7 P's of Services Marketing) in the hospitality sector.
- Apply customer, competitor and company analysis (3 C's) in the design of a customer-driven service marketing strategy.
- Design an effective service marketing strategy.
- Develop a communication plan that uses a variety of channels taking into consideration ethical and consumer privacy-related issues.
- Develop a blueprint for a service process with all the typical design elements in place.
- Apply segment-specific variations in demand according to sector specific patterns.
- Analyze the factors that cause customers to switch to a competitor, reduce switching and recovering.
- Explain the common objectives of effective customer evaluation and feedback systems.
Prior Learning Assessment & Recognition (PLAR)
To learn more about the PLAR pathways for this course review the Bachelor of Hospitality Management Program Content Guide.
Hours
Lecture, Online, Seminar, Tutorial: 45
Total Hours: 45
Instructional Strategies
Discussion, experiential exercises, case analyses, and industry guest speakers.
Grading System
Letter Grade (A-F)
Evaluation Plan
Type
|
Percentage
|
Assessment activity
|
Project
|
25
|
eProject
|
Participation
|
15
|
|
Final Exam
|
30
|
Classroom
|
Assignments
|
30
|
Case Studies and Assignments
|
Course topics
- Services consumer behavior and decision processes;
- Services research methods;
- Service quality analysis;
- Customer-relationship management and service recovery;
- Service experience design (analysis of "service as theater," service "blueprinting," and the "servicescape"); and
- Integrated marketing communication strategies for services.
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/.
- To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.