Services are becoming the dominant economic driver in the U.S. economy; they are critical for gaining a competitive advantage in companies around the world and in all industrial sectors. The purpose of this course is to introduce you to services marketing as a separate and distinct area of marketing thought and practice and to help you understand its powerful influence in competitive markets. During this course, we focus our attention on marketing services based upon an in depth understanding of the service customer, realizing that there can be various types of customers in a service environment. Furthermore, we will discuss an overarching philosophy that stresses the importance of the integration of marketing, human resources, and operations within the service system. All course activities are intended to help you think about the effective delivery of service from a global perspective. Throughout the course, an emphasis is placed on marketing’s role within the total organization.
Field WorkCountry: Mauritius
Date: October 19, 2018
This field class will begin with a discussion of destination marketing and the strategies and tactics involved in marketing Mauritius as an international tourist destination. From there the class will visit a large multinational hotel company operating in Mauritius. A discussion with hotel executives will allow the class to learn about the policies, procedures, and practices that are in place to market a hotel brand globally while capturing the unique aspects of each country and the local community. The class will receive a behind the scenes tour of the property to better understand how marketing and operations must work together to ensure a superior customer experience. The field class will conclude with a visit to a small (but still high end) boutique style hotel where the students will be able to learn about their approach to marketing while comparing and contrasting the marketing approaches utilized by both companies.
1. Become acquainted with destination marketing.
2. Understand the complexity involved in marketing a service experience in various outlets and in multiple countries.
3. Examine the policies and procedures that are necessary to ensure the consistent delivery of a superior customer experience.
4. Compare and contrast vastly different service concepts competing for a similar target consumer.