The module aims to introduce students to the main principles and concepts of services marketing, as well as their application in the modern hospitality and tourism environment. Principles and concepts that will be introduced and discussed during the module include, inter alia, the main attributes of services, the service production process, the importance of employees, as well as communication, branding and pricing of services. Finally, the module will present multiple tourism and hospitality case studies, in order to unveil the uniqueness of tourism and hospitality services.

• To help students obtain the theoretical background of services marketing and understand its main concepts and theories.
• To help students understand the importance of services marketing in the modern corporate environment.
• To help students familiarize themselves with the application of main services marketing concepts and theories in real life case studies.
• To help students understand the importance of services marketing in the modern corporate environment of hospitality and tourism.

Week 1: Introduction to Services Marketing

Week 2: Understanding services customer

Week 3: Segmentation of services

Week 4: Placement of services

Week 5: Service development and branding

Week 6: Distribution of services through physical and electronic channels

Week 7: Guest Speaker Presentation

Week 8: Marketing communication in services

Week 9: Understanding the service delivery environment

Week 10: Pricing services

Week 11: Relationship Management and Building Customer Loyalty

Week 12: Designing contact service processes

Week 13: Course summary

Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific.

Teaching methods include lectures and interactive activities, inside and outside the classroom.

The course includes the use of video and multimedia.

The course is evaluated through a written exam.