EG122-4-AP-CO:
Marketing and Customer Behaviour
2023/24
Edge Hotel School
Colchester Campus
Autumn & Spring
Undergraduate: Level 4
Current
Thursday 05 October 2023
Friday 22 March 2024
15
16 November 2023
Requisites for this module
(none)
(none)
(none)
(none)
(none)
BA N888 Events Management,
BA NA88 Events Management (Including Year Abroad),
FDA N889 Events Management
This module will introduce you to the importance and centrality of the customer experience as fundamental to all activity within hospitality and event businesses. You will understand the different types of customer and factors that will influence their behaviour and expectations. The module will identify the components of effective customer relationships enabling you to develop the knowledge required to effectively deliver customer excellence.
This module aims to enable you to:
1. Evaluate and apply some of the main principles of marketing and consumer behaviour to the hospitality industry.
- An introduction to the principles of consumer behaviour and marketing and its application to the hospitality industry (7 Ps, market research, segmentation, comms, PESTLE, product life cycle, planning and TQM);
- A review of the concept of the ‘guest experience’ and its implications for the marketing and operation of the hospitality industry;
- An analysis of consumer expectation and expectation management through the use of marketing and consumer behaviour;
- Advertising, brochures, web-sites, previous experiences;
- Understand the recognition, management and delivery of customer expectations and its impact on customer the market.
2. Evaluate the factors influencing consumer demand for the hospitality industry and the methods and technology by which organisations communicate and influence their consumers.
- 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 or events 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. Analyse the effectiveness of different marketing approaches within the hospitality and events industry.
- An introduction to the concept of the marketing of the service encounter;
- Segmenting markets and the contemporary consumers;
- Identifying competition, innovation and competitive advantage in delivering customer services.
At the conclusion of this module you should be able to:
1. Evaluate and apply some of the main principles of marketing and consumer behaviour to the hospitality industry.
2. Evaluate the factors influencing consumer demand for the hospitality industry and the methods and technology by which organisations communicate and influence their consumers.
3. Understand the recognition, management and delivery of customer expectations and its impact on customer loyalty.
4. Analyse the effectiveness of different marketing approaches with the hospitality and events industry.
No additional information available.
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.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Conference Poster |
|
|
| Coursework |
Individual Report |
|
|
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Mr Alexander Horswill, email: a.horswill@essex.ac.uk.
Alexander Horswill
Edge Hotel School, ehs@essex.ac.uk
Yes
No
No
Available via Moodle
Of 28 hours, 28 (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), module, or event type.
Edge Hotel School
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