TOU4153
SEM III 2023/2024
COURSE SYNOPSIS
This course is designed to introduce the concept and application of service marketing services in the tourism industry. The course highlights various business services and challenging contemporary issues and needs to be addressed differently from traditional marketing issues. Contemporary issues focus on local issues and also international issues in service marketing. The course also focuses on the development of strong relationships between customers through the delivery of quality services based on sound knowledge to ensure the implementation of strategies to achieve competitive services in competitive advantage.
· PLO3 : Cognitive Skills
· PLO5 : Interpersonal Skills
· PLO4 : Communication Skills
COURSE LEARNING OUTCOME (CLO)
· CLO1: Explain the concept and application of service marketing for tourism industry (C5, PLO3)
· CLO2: Propose the planning and strategies of marketing services applicable for tourism industry (A5, PLO5)
· CLO3: Perform the impact of service marketing through effective presentation (A5, PLO4)
COURSE ASSESSMENT
· Case study: 10%
· Test: 15%
· Presentation: 20% (oral communication & writing communication)
· Assignment: 15% (peer evaluation & group evaluation)
· Final exam: 40%
COURSES TEACHING PLAN
· Class Schedule K1: Monday (10AM-1PM) and Thursday (8AM-11AM).
· Class Schedule K2: Tuesday (10AM-1PM) and Thursday (8AM-11AM).
COURSE LECTURER
· Dr. Munira Mhd Rashid (K1)- 014 3498909 (munira.rashid@umt.edu.my)
· Dr. Kalsitinoor Set (K2)-016 9214023 (kalsitinoor@umt.edu.my)
· This session is a mix of physical and online session. Each student requires to be alert with your WhatsApp group for the WebEx access class session and any announcement from your course instructors.
· Minimum 80% of attendance for the class session to all students to sit for the final exam and attendance will be recorded through QR Code scan during the class session.
|
WEEK |
DATE |
CHAPTER |
ASSESSMENT TYPE |
NOTES |
|
1 |
28/7- 1/8 |
Chapter 1: Introduction To The Service - The Basics Of Wow! The Guest Knows Best |
Test/Final Exam |
|
|
2 |
4/8- 8/8 |
Chapter 2: Consumer Expectations In The Service - Meeting Guest Expectations Through Planning |
Test/Final Exam |
|
|
3 |
11/8- 15/8 |
Chapter 3: Physical Evidence And Servicescape - Setting The Scene For The Guest Experience |
Test/Final Exam |
ONLINE |
|
4 |
18/8- 22/8 |
Chapter 4: Developing The Hospitality Culture: Everyone Serves!
|
Test/Final Exam |
ONLINE
TEST ONLINE IN CLASSROOM 22/8/2024 THURSDAY (CHAPTER 1,2,3,4) (40 MCQ) 1 hour
|
|
5 |
25/8/- 28/8 |
Chapter 5: Serving With A Smile: Motivating Exceptional Service
(text book chapter 7) |
Final Exam
|
CASE STUDY IN CLASSROOM 28/8/2024 THURSDAY |
|
6 |
1/9- 5/9 |
Chapter 6: Involving The Guest: The Co-Creation Of Value (Customer Relationship Management)
(Text Book Chapter 8)
Chapter 7: Service Recover-Fixing Service Failures
(Text Book Chapter 13)
|
Final Exam
Final Exam |
ONLINE
Submission of assignment report 5/9/2024 |
|
7 |
8/9- 12/9 |
PRESENTATION
|
|
|
|
8 |
15/9- 21/9 |
Study Week |
|
|
|
9 |
22/9- 28/9 |
FINAL EXAM WEEK |
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