EG307-5-AT-CO:
The Customer Experience 2 (Assessed in Future Year)
2023/24
Edge Hotel School
Colchester Campus
Autumn Special
Undergraduate: Level 5
Current
Wednesday 01 June 2022
Wednesday 05 October 2022
0
27 September 2023
Requisites for this module
(none)
(none)
(none)
(none)
(none)
BA N863JD Hotel Management,
BA N863OS Hotel Management,
FDA N86GSS Hotel Management
This module will build on your understanding of the importance of the centrality of the customer experience as fundamental to all activity within a hotel business. You will develop a greater understanding of the tangible and intangible components of the customer experience and how the components of delivering the customer service encounter and the service need to be in place to exceed customer expectations.
This module aims to enable to you:
1. Demonstrate a critical understanding of the CDMP in relation to the hospitality
product.
- An introduction to the concept of the customer decision making process and its influences;
- Culture and hospitality consumption: the role of values, attitudes, norms and beliefs on global consumption.
2. Critically analyse the effectiveness of different marketing approaches.
- 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.
3. Critically review the current marketing issues in contemporary hotel businesses.
- Critically evaluating the changing nature of the ‘experience’ economy;
- Developing and implementing the concept of the hospitality performance and the theatre of hospitality;
- Implementing innovation in concepts of service delivery and evaluating the results.
4. Critically evaluate the importance of branding and merchandising to hospitality
businesses.
- Understanding the importance of merchandising and its impact on organisations profitability;
- An introduction to the concept of the brand and the key players in the hospitality industry.
At the conclusion of this module you should be able to:
1. Demonstrate a critical understanding of the CDMP in relation to the hospitality product.
2. Critically analyse the effectiveness of different marketing approaches.
3. Critically review the current marketing issues in contemporary hotel businesses.
4. Critically evaluate the importance of branding and merchandising to hospitality businesses.
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
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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.
Edge Hotel School, ehs@essex.ac.uk
No
No
No
Available via Moodle
Of 24 hours, 24 (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).
Edge Hotel School
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