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Front Page > Archived Education > Hotel and Restaurant Business (R-HB) > 2006 > Year 3 > Strategic Marketing Management (RBS9102)

Strategic Marketing Management

Structure Type: Study unit
Code: RBS9102
Type: Optional obligatory / Basic Studies
Curriculum: R-HB 2006
Level: Bachelor of Hospitality Management
Year of Study: 3 (2008-2009)
Credits: 3 cr
Responsible Teacher: Martin, Elina
Language of Instruction: English

Learning Outcomes

The student will learn marketing management in the changing environment. He/she develops essential skills necessary in a Marketing Manager’s position. The student evaluates the performance of an organization in a competitive marketing environment, and formulates and implements marketing mix strategies in consumer and service markets.

Contents

Distinctive Aspects of Services Marketing.
Customer Involvement in Service Processes.
Customer Behavior in Service Setting.
Customer Satisfaction and Service Quality.
Relationship Marketing and Management.
Target Market Definition and Position.
The Place and Manner of Service Delivery.
Understanding Costs and Developing Pricing Strategy.
Managing Capacity and Demand.
Communication and Promoting Services.
Managing the Customer Service Function.
Handing Customer Complaints and Managing Service Recovery.
International Services Marketing.
The Strategic Impact of Information Technology.

Recommended or Required Reading and Other Learning Resources/Tools

Material supplied by the lecturer.

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures and assignments.

Assessment Methods

Assignments and examination.


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