TOUR06071 2022 Introduction to Relationship Marketing
Full Title
Introduction to Relationship Marketing
Transcript Title
Intro Relationship Marketing
Code
TOUR06071
Attendance
N/A %
Subject Area
TOUR - Tourism
Department
MKTS - Marketing, Tourism & Sport
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Mary O'Keeffe
Programme Membership
SG_BINTE_B07 202200 Bachelor of Business in International Tourism with Event Management
SG_BTEVM_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management
SG_BTOTR_B07 202200 Bachelor of Business in Tourism with Event Management
SG_BTOUR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management
SG_BTOTR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management
SG_BINTM_B07 202300 Bachelor of Business in International Tourism with Event Management
Description
For small and medium sized (SME) businesses, that dominate the tourism sector, a small increase in customer retention rates can result in reduced marketing costs, increased sales and higher profits. The practice of relationship marketing and customer relationship management (CRM) has a positive effect on customer retention and market share. This module considers the fundamentals of services marketing theory, focusing on the development of long term mutually beneficial customer relationships.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Comprehend why and how a tourism organisation should develop an integrated approach to developing and maintaining a service culture.
2.
Appreciate the importance of building customer loyalty, retention marketing, customer relationship management and customer retention strategies.
3.
Identify the expanded role of the tourist / customer as a partial employee, co-creator and influencer of other customer experiences and purchasing decisions.
4.
Describe the service recovery process and how it successfully addresses service failure and builds customer loyalty.
Teaching and Learning Strategies
Module delivered via face to face Lectures with tutorial support
Use of Guest Lectures
Module Assessment Strategies
Continuous Assessment and Final Exam
C/A - Example
Identify and Evaluate Tourism Loyalty Programme.
Repeat Assessments
As appropriate to assess failed element - repeat exam
Indicative Syllabus
Introduction to Marketing
Marketing Definition, Marketing Orientation, Distinguishing Characteristics of Services, Traditional Marketing Mix and Expanded Mix for Services.
Developing & Maintaining a Service Culture
Services Marketing Triangle, Internal Marketing, Empowerment, Establishing a Marketing Approach to People Mgmt, Reward & Recognition Systems, Integrated Communications.
People Element of Expanded Marketing Mix
Marketing Management of People, Interactions, Customer / Employee and Customer to Customer/ Managing Customer Co-Creation and Enhancing Customer Participation.
Building & Maintaining Customer Relationships
Rationale and Benefits of Relationship Marketing, Customer Retention & Loyalty Reward Programmes, Principles of Effective Customer Relationship Management, Repeat Destination Visitation, Encouraging Customer to Customer Conversations and WOM Referrals.
Significance of Service Recovery
Service Recovery Paradox, Process of Service Recovery, Consequences of Effective Service Recovery, Soliciting, Tracking, and Handling Complaints, Service Guarantees.
Performance Evaluation
Monitoring Service Culture Implementation / Visitor Satisfaction, Performance Indicators, Residual Value, Benchmarking.
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Assignment 1 | Coursework Assessment | Assignment | 30 % | Week 5 | 1,2 |
End of Semester / Year Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | Terminal Semester Exam | Final Exam | Closed Book Exam | 70 % | End of Semester | 1,2,3,4 |
Full Time Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Lecture | Lecture Theatre | Class Based | 3 | Weekly | 3.00 |
| Tutorial | Flat Classroom | Group Based Work | 1 | Weekly | 1.00 |
| Independent Learning | Not Specified | Additional Reading | 3 | Weekly | 3.00 |
Total Full Time Average Weekly Learner Contact Time 4.00 Hours
Required & Recommended Book List
Required Reading
Tourism Marketing for Small Businesses Goodfellow Publishers
Tourism Marketing for Small Businesses Goodfellow Publishers
Required Reading
2017-03-07 Tourism Marketing
ISBN 0415726360 ISBN-13 9780415726368
2017-03-07 Tourism Marketing
ISBN 0415726360 ISBN-13 9780415726368
The book reflects current practices by integrating, social media and e-marketing throughout, emphasising the sustainability of tourism including concepts such as ethical tourism and green marketing, highlighting experience as a major driver for purchasing and raises events to the level of a major tourism marketing topic and integrates this with the concept of experiential marketing.
Required Reading
2017 The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism
ISBN 1138961671 ISBN-13 9781138961678
2017 The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism
ISBN 1138961671 ISBN-13 9781138961678
Consumer behaviour is one of the most explored topics in tourism and hospitality marketing, interchangeably denoted by the terms 'traveller behaviour', 'tourist behaviour' or 'guest behaviour'. Consumer behaviour acts as an origin for every tourism and hospitality marketing activity. It offers an understanding of why people tend to choose certain products or services and what sort of factors influence them in making their decision. The decision process of buying tourism products or services takes time, because they are mostly intangible in nature due to which there are many risks involved in their buying process. The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism aims to explore and critically examine current debates, critical reflections of contemporary ideas, controversies and pertinent queries relating to the rapidly expanding discipline of consumer behaviour in hospitality and tourism. The Handbook offers a platform for dialogue across disciplinary and national boundaries and areas of study through its diverse coverage. It is divided into six parts: Part I offers an overview of consumer behaviour; Part II focuses on the service quality perspectives of consumer behaviour; Part III deliberates on customer satisfaction and consumer behaviour linkages; Part IV explores the re-patronage behaviour of consumers; Part V addresses the vital issues concerning online consumer behaviour; and Part VI elaborates upon other emerging paradigms of consumer behaviour. Although there is no dearth of empirical studies on different viewpoints of consumer behaviour, there is a scarcity of literature providing conceptual information. The present Handbook is organised to offer a comprehensive theoretical body of knowledge narrating consumer behaviour, especially for hospitality and tourism businesses and operations. It attempts to fill this research gap by offering a 'globalised' volume comprising chapters organised using both practical and academic approaches. This Handbook is essential reading for students, researchers and academics of Hospitality as well as those of Tourism, Marketing, International Business and Consumer Behaviour.
Required Reading
2017-09-30 Customer Service for Hospitality and Tourism
ISBN 1911396463 ISBN-13 9781911396468
2017-09-30 Customer Service for Hospitality and Tourism
ISBN 1911396463 ISBN-13 9781911396468
A fully revised and updated new edition of this bestselling and a unique text that explains not only the theory behind the importance of customer service but also acts as a guidebook for those wishing to put this theory into practice. In essence it is the 'whys' and 'hows'of customer service. Fully updated with current statistics, trends, and examples, it is full of references to all the latest research from both academic and practitioner literature. Chapters cover important topics such as the financial and behavioural consequences of customer service, consumer trends influencing service, developing and maintaining a service culture, managing service encounters, the importance of market research, building and maintaining customer relationships, providing customer service through the servicescape, the impact of technology on customer service, the importance of service recovery, and promoting customer service internally and externally.New material covers issues such as:* the impact of the sharing economy and how hotels are getting 'social' to compete;* the latest in technology and its impact on customer service including Virtual Reality and use of robots to enhance the traveller experience;* new demographic and cultural shifts; * New market trends - including how resorts are catering to the demands of the international traveller from emerging markets and the luxury family market;* Using big data to personalize experiences and encourage loyalty.The text has a full suite of pedagogic features to aid learning and understanding, including:* An 'At Your Service' Spotlight at the beginning of each chapter focuses on the achievements of successful individuals related to the art of customer service.* Each chapter contains a 'Service Snapshot' - short, real-life cases to illustrate a particular concept or theoretical principle presented in the chapter.* Detailed international 'Case Studies', which cover a variety of sectors, organizations and regions designed to foster critical thinking, the cases illustrate actual business scenarios that stress several concepts found in the chapter. They analyze customer service in the U.S., South America, South Africa, Europe, Russia, Australia, China, Canada, Korea and Dubai.
Module Resources
Non ISBN Literary Resources
Customer Loyalty and Customer Engagement Guides
Journal Resources
Journal of Consumer Behaviour
Journal of Marketing Research
Tourism Management
International Journal of Contemporary Hospitality Management
Journal of Hospitality & Tourism Research
URL Resources
www.tandonline.com
www.researchgate.net
www.elsevier.es
Other Resources
Tourism Examples Customer Loyalty Programmes
Fáilte Ireland / Tourism Ireland Publications & Resources
Association of Visitor Experiences & Attractions
Additional Information
THRIC Conference Proceedings