Services Marketing and Customer Service

Unit 02: Services Marketing and Customer Service
Unit Title Services Marketing and Customer Service Unit Reference Number J/507/7360 Unit Level Level 4 Assessor Date issued Hand in Date Unit Grading Structure Pass Assessment Guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by all assessment criteria for the unit.
LO LO Description AC AC Description 1 Understand the principles of services marketing in the 1.1 Describe the role of marketing in the tourism and hospitality industry. tourism and hospitality industry. 1.2 Summarise the service marketing approach in the tourism and hospitality industry. 1.3 Classify the services marketing activities of tourism and hospitality businesses. 1.4 Identify the impact of social media and digital communications on services marketing. 2 Understand the components of 2.1 Explain the 9P model of the extended marketing mix. the marketing mix. 2.2 Use the 9P model to analyse the marketing activity of tourism businesses. 3 Understand the principles of consumer behaviour in the 3.1 Explain the main theories of consumer behaviour in the tourism and hospitality industry. tourism and hospitality industry. 3.2 Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry. 3.3 Explain how tourism and hospitality businesses have adapted to changes in consumer behaviour. 4 Understand the nature and importance of customer service 4.1 Define the characteristics of excellent customer service in the tourism and hospitality industry. in the tourism and hospitality industry. 4.2 Assess the relationship between customer service and business performance in the tourism and hospitality industry.