GISDepartment of Global and Interdisciplinary Studies

The purpose of this course is to provide students with an in-depth understanding of the theoretical and practical processes of marketing services, with a particular focus on tourism. Driven particularly by globalization and advances in technology, organizations and customers are experiencing closer and more interactive relationships than before, with important consequences for marketing. It is essential for companies and destinations to understand the impact of these changes in order to maintain and develop competitive advantage.
This course will consider strategic issues in services marketing; we will also consider micro-marketing issues relating to service design, the service experience, tourist behavior and the challenges and opportunities for managers presented by technological developments.
Students will engage in additional learning opportunities such as group discussions and presentations. We will analyze a number of tourism-related case studies in addition to other service sectors.

This course aims to give students insights into the particular characteristics of marketing services such as tourism. After exploring current marketing theory on destination marketing, consumer value creation and the consumer experience, the course will apply these to the management and marketing of services.
From the consumer perspective, students will learn about consumer behavior, the impact of the service environment and forming relationships with service providers. From an organizational perspective, we will consider managing the service environment, innovation and developing service brands in order to facilitate consumer value creation and provide more memorable and rewarding experiences.

Will be able to gain “DP 1”, “DP 2”, “DP 3”, and “DP 4”.

英語 / English

Lectures will take place in an interactive environment, with students contributing through group discussions and a presentation. In group projects, students will gain an in-depth understanding of a particular organization/destination and must then present the results of their analysis.
Assignments will be submitted via Hoppii; insightful answers will be shared in class to facilitate discussion.

あり / Yes

なし / No

授業形態/methods of teaching：対面/face to face

※各回の授業形態は予定です。教員の指示に従ってください。

1[オンライン/online]：Introduction to the Course Content and Class Format

Setting the context: introducing the characteristics of services and the challenges of service marketing

2[対面/face to face]：Consumer Value Creation

Considering the concept of value, and analyzing theories relating to the new marketing paradigm of value co-creation

3[対面/face to face]：The Experience Economy

Analyzing the implications for service providers as economies evolve beyond goods and services

4[対面/face to face]：Managing the Consumer Experience

Exploring different influences on the service experience, and the various stages of service delivery

5[対面/face to face]：Service Systems and the Servicescape

Exploring the design of the service environment and the impact on service consumption

6[対面/face to face]：Buyer Decision Making

Examining the influences on decision-making and how organizations can manage these

7[対面/face to face]：Innovation and New Service Development

Considering the challenges and opportunities for organizations in developing new services

8[対面/face to face]：Developing Service Brands

Investigating branding and differentiation

9[対面/face to face]：Service Quality

Examining consumer perceptions of quality and organizational strategy

10[対面/face to face]：Service Delivery

Examining the role of employees in facilitating consumer value creation, including intercultural sensitivity

11[対面/face to face]：Case Study

Exploring the impact of the coronavirus pandemic on tourism and possible recovery paths

12[対面/face to face]：Group Presentations

Student group presentations

13[対面/face to face]：Marketing, Sustainability & Corporate Social Responsibility (CSR)

Analyze organizational approaches towards sustainability and more responsible business approaches

14[対面/face to face]：Examination & Wrap-up

End of semester examination & course review

Students will be assigned both individual and group reading as preparation for classes. Students are expected to download and preview the lecture slides before each class. Preparatory study and review time for this class are 2 hours each.

There is no set textbook. Weekly handouts and reading materials will be distributed in class and/or available via the online class management page.

McCabe, S. (2014) The Routledge Handbook of Tourism Marketing. London: Routledge

Palmer, A. (2014) (7th Edition) Services Marketing. London: McGraw Hill

Pine, J. and Gilmore, J. (2011) (Updated Edition). The Experience Economy. Harvard: Harvard University Press

Evaluation will be based on
1. Class participation & homework assignments (30%)
2. Group presentation and report (30% - individually assessed)
3. Exam (40%)

Students are expected to complete all the assigned reading and homework to enable them to get the most benefit from the lectures.
To improve students' group-working skills and encourage and reward cooperation and hard work, the group project is assessed on an individual basis.

The Week 10 lecture on service delivery now includes staff intercultural sensitivity. The Week 11 case study on post-coronavirus tourism has been updated.

N/A

Although not essential, students are strongly encouraged to have taken at least one other tourism-related courses, such as the 100-level 'Introduction to Tourism Studies', the 200-level 'Event Management' and 'Tourism Development in Japan' courses or the 300-level 'Cultural Tourism' course.
I can draw from my experience in organizing events and as marketing director of a tourism business in the UK to help provide students with examples and to illustrate issues.

None.