Module Details
| Module Code: |
HOSP6035 |
| Title: |
Principles of Hospitality Mtkg
|
|
Long Title:
|
Principles of Hospitality Mtkg
|
| NFQ Level: |
Fundamental |
| Valid From: |
Semester 1 - 2023/24 ( September 2023 ) |
| Field of Study: |
8110 - Hospitality
|
| Module Description: |
This module develops the principles of marketing with application to the hospitality sector focusing on the elements of marketing required to operate in a hospitality business environment.
|
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Define segmentation, targeting and positioning within the hospitality industry. |
| LO2 |
Develop and conceptualise marketing research. |
| LO3 |
Explain the factors that affect consumer behaviour in the hospitality market. |
| LO4 |
Discuss the role and importance of internal and relationship marketing in service delivery. |
| LO5 |
Describe the factors that impact the servicescape and its implications on hospitality service delivery. |
| Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
|
| All students should have successfully completed Hospitality Marketing 1 |
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
|
| No incompatible modules listed |
Co-requisite Modules
|
| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
|
| No requirements listed |
| Indicative Content |
|
Marketing research
Sources of data, Marketing research process - developing the research plan, questionnaire design, sampling,data collection, presentation and interpretation of findings.
|
|
Consumer Behaviour
Factors that influence consumer behaviour, Consumer behaviour models, Understanding Hospitality Consumers, demographic trends and patterns,Consumer Decision making process, Consumer Behaviour in service encounters, Customer satisfaction, service failures and recovery strategies.
|
|
Segmenting, Targeting and Positioning services in a competitive market
Market segmentation, variables for segmentation, role of positioning in marketing strategy. Target marketing,
Positioning the product service mix, positioning for competitive advantage.
|
|
Physical Evidence
The role of the servicescape - shaping customer experiences and behaviour, Dimensions of the service environment, ambient conditions, aesthetics and their impact on the service encounter.
|
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People and Process
The role of the Customer and Employees in the delivery of service provision, Customer interaction in service provision, The role of Internal marketing and relationship marketing.
|
|
Module Content & Assessment
|
| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
Assessments
| No End of Module Formal Examination |
| Reassessment Requirement |
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
|
The University reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Theory and application of marketing principles in a hospitality industry context. |
Every Week |
3.00 |
3 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Independent study |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
| Workload: Part Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Theory and application of marketing principles in a hospitality industry context. |
Every Week |
3.00 |
3 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Independent Study |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
|
Module Resources
|
| Recommended Book Resources |
|---|
-
Kotler. P, J. Bowen & J Makens.. (2021), Marketing for Tourism and Hospitality - Global Edition,, 8th. Pearson, UK, [ISBN: 9781292363516].
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Kotler P, J Bowen & J Makens. (2013), Marketing for Hospitality and Tourism, 6th. Pearson Education, New Jersey, [ISBN: 9780132784023].
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Kolb, Bonita. (2018), Marketing Research for the Tourism, Hospitality and Events Industries, 1st. Routeledge, New York, [ISBN: 1138042148].
| | Recommended Article/Paper Resources |
|---|
-
Cornell Hospitality Quarterly, [ISSN: 1938 9663].
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International Journal of Hospitality
Management, [ISSN: 0278 4319].
| | Other Resources |
|---|
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Website, Failte Ireland,
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Website, Expedia,
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Website, Marketing and Media Programme,
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Website, Tourism Ireland,
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