module specification

LT4F14 - Marketing and Customer Retention in the Hospitality Industry (2023/24)

Module specification Module approved to run in 2023/24
Module title Marketing and Customer Retention in the Hospitality Industry
Module level Certificate (04)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 290
8 hours Placement / study abroad
192 hours Guided independent study
90 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Individual report (2,000 words)
Coursework 50%   Marketing plan (group report, 3,500 words)
Running in 2023/24

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

This module (Module code LT4F14GN) introduces learners to the key concepts and functions of marketing as they apply to services industries, including hospitality. The unit will give learners knowledge and understanding of the key factors affecting marketing planning, the marketing mix and the promotional mix and will investigate the role of marketing in different sectors of relevant service industries.

The module explores how different types of organisation address the key issue of marketing planning and the way in which this has been influenced by technological advances. The unit also provides students with the opportunity to explore how organisations collaborate to generate marketing campaigns with an additional focus on branding hospitality businesses.

Learners will be able to identify the components of a relationship marketing strategy; evaluate the concept of loyalty in the context of hospitality; analyse the role of frequent guest programs in hotel branded chains.

This is a 30 credit module and will be delivered using lectures, group tutorials, individual tutorials and practical workshops conducted by marketing executives from the different hospitality organisations. The students will be able to gain relevant employability skills through familiarisation tours to different marketing departments of hospitality businesses. 

Student assessment will be based on group and individual coursework.

Module aims

This module aims to:
• Enable students to identify the concepts of marketing, the role of the marketing mix, the marketing cycle and gain skills in using the promotional mix.
• Encourage students to formulate a marketing plan.
• Enable students to develop a customer relationship marketing strategy.


• Introduction to hospitality marketing: service characteristics of hospitality, consumer buying behaviour.
• Marketing mix: extended marketing mix, market segmentation, targeting and positioning.
• Marketing planning: contexts, types and generic processes for marketing planning.
• Relationship marketing: customer satisfaction, loyalty and frequent guest programmes in hotel brand chains.
• Promotional mix:  components and promotional-mix decisions.
• Market and marketing research: stages of a research study, field surveys, focus groups, observation research, experimental research, questionnaire design and analysis of the data.
• Branding: introduction, characteristics, benefits, types and forms.

Learning and teaching

The module will be delivered through weekly teaching sessions in the form of 14 lectures, 14 group tutorials, 2 workshops by industry experts and 2 Hospitality industry familiarisation tours.

The lectures will aim to focus on theoretical knowledge and understanding whereas group tutorials will focus on the application and analysis of case studies, problem solving and debates.

Industry experts with vocational skills and student workshop experience will be invited as guest speakers during direct learning time for 2 workshops (a total duration of 7 hours) with a focus on vocational skills and employability issues.

Students will be expected to organise two Hospitality industry familiarisation tours with a view to relating theoretical knowledge to real life experiences.

Learning outcomes

On completing the module students will be expected to be able to:
1. Identify the principles and concepts of marketing in a hospitality industry context.
2. Understand the underlying theoretical framework of the marketing mix, including the extended marketing mix.
3. Demonstrate a broader understanding of the relationship marketing strategy.
4. Understand the marketing planning process.
5. Be able to use the promotional mix and integrated marketing communications strategy.


Core Textbooks:
• Kotler, P., Bowen, J. T., and Makens, J., (2013), Marketing for Tourism and Hospitality. Harlow: Pearson Education

Recommended Textbooks:
• Bowie, D., and Buttle, F., (2011), Hospitality Marketing Principles and Practice.  2nd ed.  Oxford: Butterworth Heinemann
• Pickton, D., And Broderick, A., (2015), Integrated Marketing Communications. Harlow: Pearson Education
• Culinary Institute of America, (2009), Remarkable service: A guide to winning and keeping customers for servers, managers, and restaurant owners. 2nd ed.  Oxford: John Wiley
• Pike, S., (2013), Destination Marketing, An integrated marketing communication approach. Oxford: Butterworth Heinemann

Journals, Electronic Resources and Periodicals:
• Current Issues in Hospitality
• International Journal of Contemporary Hospitality Management
• International Journal of Hospitality Management
• Journal of Hospitality & Leisure Marketing
• Journal of Hospitality, Leisure, Sport & Tourism Education