Form C4
Heriot-Watt University - Course Descriptor
1. Course
Code
C18SE
2. Course
Title
Managing the Service Experience
3. SCQF
Level
6. Course
TBA
Co-ordinator
5. School
Management and Languages
7. Delivery:
Location &
Semester
Edin
SBC
Orkney
Dubai
IDL
Collaborative Partner
Sem 1
Sem…….
Sem………..
Sem ..
Sem….
Name…………………….....Sem..…...
8
4. Credits
15
Approved Learning Partner
West London College
Name Sem…1
Possibility to run both semesters until June 2015
8. Pre-requisites
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
11. Replacement Courses
None
None
None
Code:
Date Of Replacement:
13. The course may be
delivered to:
UG only
PG only
12. Degrees for which
this is a core course
N/A
UG & PG
BA Hospitality and Tourism Management- C111-HTM
14. Available as an Elective?
Yes
No
15. Aims
The purpose of this course is to provide students with an understanding of key characteristics for managing the service experience. It will emphasise the Operations and
Human Resource and Marketing factors associated with the management of tourism and hospitality organisations-the company, the customers and the employees. It will
specifically focus on the issues of flexibility and operational performance as well as the key issues facing tourism providers in a variety of environments and introduce some
of the key issues such as role conflict, ethical and moral practices
16. Syllabus
Indicative topics are:
 The service experience- definitions and key features e.g. service encounters as performance, different types of service delivery e.g. on line, face to face, call
centres etc.
 Consumer expectations and motivations
 The service operation
 The service employee- part time, temporary and full time employees, roles, motivation, empowerment and commitment
 Consumer involvement, motivation and satisfaction
 Effective Service design, drivers and measures, physical environment
 Service recovery, customer retention and customer loyalty
 Alternative theoretical approaches e.g. service dominant logic,
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
1/2
Form C4
Heriot-Watt University - Course Descriptor
Subject Mastery
Understanding, Knowledge and Cognitive Skills
Scholarship, Enquiry and Research (Research-Informed Learning)
Students will be able to
Personal Abilities
Students will develop

Undertake critical evaluation of a variety of service
encounters from the perspectives of consumers,
employees and other stakeholders.

Appraise the role of customer satisfaction, service
recovery, customer retention and loyalty as performance
determinants of service encounters.

Suggest strategies for design and delivery of service
encounters in Tourism and Hospitality

Fundamental research skills and the ability to locate, retrieve, assess
and evaluate appropriate sources.

An ability to diagnose and make informed judgment on issues facing
Tourism and Hospitality management in designing service encounters.
Industrial, Commercial & Professional
Practice
Autonomy, Accountability & Working with
Others
Communication, Numeracy & ICT
Students should be able to:
Students should be able to:
Students should be able to:

Generate appropriate solutions to
tourism and hospitality management
problems

Undertake decision making within
situations where there are constraints of
imperfect information

Reflect on their own and other’s
service delivery.
18. Assessment Methods
Method

Appropriately present findings using a
range of graphical tools.

Be able to effectively express ideas
through the structured use of verbal and
written formats
19. Re-assessment Methods
Duration of Exam
Weighting (%)
Synoptic courses?
Method
(if applicable)
Coursework
Examination
ALPs only: Examination
Two Hours
Two Hours
Duration of Exam
Diet(s)
(if applicable)
50%
50%
no
Examination
2 hours
Resit
20. Date and Version
Date of Proposal
February 2012
Date of Approval by
School Committee
Date of
Implementation
January 2013
Version
Number
2/2
1