EG300-4-FY-CO:
The Customer Experience 1

The details
2021/22
Edge Hotel School
Colchester Campus
Full Year
Undergraduate: Level 4
Current
Thursday 07 October 2021
Friday 01 July 2022
15
31 March 2021

 

Requisites for this module
(none)
(none)
(none)
(none)

 

(none)

Key module for

BA N8N6 Events Management with Hospitality

Module description

This module will introduce you to the concept and importance of the centrality of the customer experience as fundamental to all activity within events and hospitality businesses. You will understand the different types of Customer and factors that will influence their behavior and expectations. The module will identify the components of effective customer relationships enabling you to develop the knowledge required to effectively deliver customer excellence.

Module aims

This module aims to enable you to:
1. Identify and recognise different types of customers and the markets they
represent.
- Influences on Customer expectations including;
- Advertising, brochures, web-sites, previous experiences;
- Understand the recognition, management and delivery of customer expectations and its impact on customer the market;
- A quality value relationship based on external image created.

2. Analyse the significance of customer feedback and interpret the data collected.
- Expectations created through word-of-mouth, website intermediaries, direct
advertising and customer relationships already established;
- How to determine Customer expectations – listening skills, non-verbal
communication. What is important to the Customer and why?
- Apply the MARCOMMS (marketing communications) to successfully promote a
hospitality business;
- Using targeting and positioning as a tool to pin point a Customer perception of
a hotel and how the expectations are created for them.

3. Understand the recognition, management and delivery of customer expectations and its impact on customer loyalty.
- Delivering the Customer experience - factors in determining the quality of the
Customer experience;
- Distinguish the expectation of service quality using models such as zone of
tolerance;
- Examine new trends which impact on the Customer experience in particular the
environmental impact on hospitality and apply environmental procedure to the
industry;
- Demonstrate how and why the value of loyalty can affect many elements of an
organisation.

4. Demonstrate knowledge of sales techniques appropriate to the events and
hospitality industry.
- The sales cycle and techniques to create incremental revenue.

Module learning outcomes

At the conclusion of this module you should be able to:
1. Identify and recognise different types of customers and the markets they represent.
2. Analyse the significance of customer feedback and interpret the data collected.
3. Understand the recognition, management and delivery of customer expectations and its impact on customer loyalty.
4. Demonstrate knowledge of sales techniques appropriate to the events and hospitality industry.

Module information

No additional information available.

Learning and teaching methods

Learning and teaching will take the shape of either classroom based or online lectures and seminars where Wivenhoe House will be used to contextualize theory and illustrate practice. Self-managed learning will supplement seminars where you will be provided with guidance on required reading and on-line learning resources.

Bibliography*

This module does not appear to have a published bibliography.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework   Conference Poster     
Coursework   Individual Report     

Overall assessment

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Quynh Nguyen, email: q.nguyen@essex.ac.uk.
Adrian Martin
Edge Hotel School, ehs@essex.ac.uk

 

Availability
No
No
No

External examiner

Dr David Graham
Sheffield Hallam University
Principal Lecturer - Hospitality Management ext. 6090
Resources
Available via Moodle
Of 34 hours, 34 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).

 

Further information
Edge Hotel School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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