International Hospitality & Healthcare Services Marketing

Start Date: 07/05/2020

Course Type: Common Course

Course Link:

About Course

As the fastest-growing sectors of the current global economy, both hospitality and healthcare services sector offer tremendous growth opportunities for incumbents and entrepreneurial opportunities for new entrants. To flourish on these opportunities, one must first understand each industry's unique characteristics. This course is designed to help those who are interested in career advancement opportunities in these industries or who want to be inspired by these industries to better equip themselves with enlightened and creative management capabilities. People who have successfully completed this course will be able to: (1) Identify the unique characteristics of service businesses and create successful management strategies to better manage the role of customers to gain desirable business outcomes, better market products than are intangible, and better manage customer expectations and perceptions. (2) Identify the unique characteristics of the hospitality industry, explain the process of balancing supply and demand in the hospitality industry, and implement optimal marketing and management strategies for this unique market. (3) Identify the unique characteristics of the healthcare industry, explain how this industry is evolving into the experience business, and better manage human interactions and facility to enhance the quality of customer experience. (4) Gain insights from the innovative approaches in the service industry overall, in hospitality and health industry in particular, and better develop innovative strategies in your industry.

Course Syllabus

Service businesses have unique aspects that create both opportunities and challenges in successfully managing them. Explaining what they are and how they have been addressed are a key to successfully marketing a service business. In this module, learners will be introduced to those unique characteristics of service businesses. People who have successfully completed this module will (1) Classify the unique characteristics of service businesses and realize why service businesses require special management approaches and capabilities, (2) Demonstrate the ability to better manage the role of customers to gain desirable business outcomes, (3) Develop capabilities to better market products than are intangible, and (4) Improve customer expectations and perceptions.

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Course Introduction

International Hospitality & Healthcare Services Marketing in Developing Countries The International Hospitality & Healthcare Services Marketing in Developing Countries (IH&DH) programme is a collaboration between the University of Geneva, the University of Geneva Foundation, the University of Geneva, and the Hospital of the University of Geneva. The IH&DH programme is the first of its kind: an integrated healthcare delivery system architecture and innovation in the international hospitality sector. In this course you will gain an in-depth understanding of the IH&DH programme and its role in preparing you for successful professional careers in the international hospitality industry. This course is the first in a series: we will learn about the key professional careers sectors in the International Hospitality & Healthcare Services industry, through a series of three, where we will focus on the issues and careers in these sectors, and deliver a professional career path based on the study and analysis of the IH&DH programme. We hope that this course will give you an insight into the key professional careers sectors in the International Hotel & Lodging industry, and give you a clear view of the opportunities and challenges that you may encounter in your career path. You may be interested in: • International Business I • International Business II • Luxury Business • Engineering • Management of a Company • Public Policy • Law We are offering certificate options for this course: We offer individual certificates at no cost to learners

Course Tag

Variable Pricing Marketing Hospital Management Hotel Management

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International healthcare accreditation Some other countries have looked towards accessing the services of the major international healthcare accreditation groups based in other countries to assess their healthcare services. There are many reasons for this, including cost, a desire to improve healthcare quality for one’s own citizens (good governance is at the basis of all high-quality healthcare), or a desire to market one’s healthcare services to “medical tourists” (see below). Some hospitals go for international healthcare accreditation as a "de facto" form of advertising.
Services marketing Services marketing typically refers to both business to consumer (B2C) and business-to-business (B2B) services, and includes marketing of services such as telecommunications services, financial services, all types of hospitality, tourism leisure and entertainment services, car rental services, health care services and professional services and trade services. Service marketers often use an expanded marketing mix which consists of the seven Ps: product, price, place, promotion, people, physical evidence and process. A contemporary approach, known as "service-dominant logic", argues that the demarcation between products and services that persisted throughout the 20th century was artificial and has obscured that everyone sells service. The S-D logic approach is changing the way that marketers understand "value-creation" and is changing concepts of the consumer's role in service delivery processes.
Services marketing Services marketing is a specialised branch of marketing. Services marketing emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.
Services marketing The argument that services require different marketing strategies is based on the insight that services are fundamentally different to goods and that services marketing requires different models to understand the marketing of services to customers. The "marketing mix" (also known as the "four Ps") is a foundation concept in marketing and has defined the so-called managerial approach since the 1960s. The marketing mix or marketing program is understood to refer to the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market". The traditional marketing mix refers to four broad levels of marketing decision, namely: "product", "price", "promotion", and "place".
Hospitality International Hospitality International was founded in 1982 when the Red Carpet Inn and Scottish Inns chains merged.
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Maxim Healthcare Services Maxim Healthcare Services is a privately held medical staffing company headquartered in Columbia, Maryland. Maxim Healthcare Services was founded in 1988 as MEDCALL Medical Staffing. President Brian Wynne opened the first office in Towson, Maryland, and the following year, Maxim began to expand, opening offices in Orlando, Florida; Springfield, New Jersey; and Silver Spring, Maryland. Maxim Healthcare contains the following subsidiaries: Maxim Healthcare Services, Maxim Staffing Solutions, Maxim Health Information Services, Maxim Physician Resources, TimeLine Recruiting, TravelMax, and Centrus Premier Homecare.
Hospitality International Hospitality International is a chain of hotels and motels in the United States and Canada. Their brands include Red Carpet Inn and Scottish Inns.
International School of Hospitality The International School of Hospitality (TISOH) is an American for-profit hospitality institute located in Las Vegas, Nevada. The school specializes in short-term continuing education professional certificates and diplomas in hospitality operations and in hotel operations.
Philip Kotler Kotler has also written books on such subjects as corporate social responsibility, education, environment, government marketing, healthcare, hospitality, innovation, museums, performing arts, place marketing, poverty alleviation, professional services, religious institutions, tourism, capitalism, and democracy.
HVS Global Hospitality Services HVS is a consulting firm based in Mineola, New York that specializes in providing services to the hospitality industry. As of 2015, HVS operated out of 35 offices located in North America, Europe, Asia, South America, Africa and the Mid-East. In addition to its original offerings of consulting and valuation services for the lodging industry, HVS today provides multiple hospitality services and specializations in areas such as executive recruitment, investment banking, hotel management, hotel asset management, operational and marketing consulting, litigation support, golf facilities, hotel parking operations, court appointed receivership services, convention centers, sports and entertainment facilities, environmental sustainability, and risk management. The privately held firm performs approximately 5,000 assignments throughout the world for hotel owners, operators, and lenders each year.
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Services marketing There are many ways to classify services. One classification considers who or what is being processed and identifies three classes of services: people processing (e.g. beauty services, child care, medical services); mental stimulus processing (e.g. education services, counselling services, life-coaching), possession processing (e.g. pet care, appliance repair, piano tuning) and information processing (e.g. financial services, data warehousing services). Another method used to classify services uses the degree of customer interaction in the service process and classifies services as "high contact" (e.g. hospitality, dental care, hairdressing) or "low contact" (e.g. telecommunications, utility services).
International Hospitals Group International Hospitals Group (IHG) is an international healthcare services company headquartered in Gerrards Cross, Buckinghamshire. IHG's services include: on an individual or turnkey basis; healthcare consultancy, design, construction, medical equipping and operation and management of healthcare facilities, worldwide.
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International healthcare accreditation How does the person in the street access this type of quality information? This can be very difficult. Accreditation schemes well-recognised as providing services in the international healthcare accreditation field include: