Module Details

Module Code: MKTG C3321
Module Title: Marketing for Services
Title: Marketing for Services
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Rita Kelly
Module Description: The course aims to provide the student with an understanding of the unique challenges of marketing service and to provide them with the knowledge to identify, analyze and solve problems encountered in this area.
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Investigate the distinctive characteristics of service industries and the implications these characteristics have for marketing and managing services.
LO2 Critically evaluate the practical application of the service mix, recognising key concepts and frameworks of processes, practices and outcomes of service provision in the digital age.
LO3 Evaluate the ‘services marketing mix’ for a service company and formulate a Services Marketing Strategy.
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
Indicative Content
1. Introduction to Service Marketing
The Global Service Economy, trends and developments, Examination of the characteristics of services and the impact on the marketing of services, Overview of marketing implications and challenges. Classification of services, Conceptual frameworks –Services Marketing Triangle, Dramaturgy Metaphor, Servuction Model, The Extended Services Marketing Mix, CX defined and its strategic importance. The CX framework.
2.Service Buying Behaviour
The Three stage model of service consumption, Understanding the decision making process of the service consumer in a digital era. Customer Journey.Customer Personaes.
3. The Services Marketing Mix – 7 P’s
Product, Price, Promotion, Place, People, Process, Physical Evidence
Service Positioning & Targeting, Creating the Service Experience, The Flower of Service model, Developing the brand, Developing the portfolio of Services.
Cost, Value and Competition based pricing, Price Bundling and Subscription based pricing.
Challenges of promoting services, the extended communications mix for services, Ethics,
3.4 PEOPLE (Employee Experience EX)
Service personnel as a source of customer loyalty and competitive advantage, the Service Profit Chain, Cycles of Failure, Mediocrity and Success in HR Management, Human Resource Management in Service Firms, Service culture, Integrating Marketing, Operations and Human Resources.
Optimal design from an employee and customer perspectives, SOR Model, Benchmarks and best practice.
Fundamentals of optimal Omnichannel Service Design, Servuction Model, Design emotionally smart elements of CX/UX, Double diamond framework, Blueprinting and Customer Journey Mapping, Management of Supply & Demand, Queue Mgt (QX).
Distributing services through physical and electronic channels.
Module Content & Assessment
Assessment Breakdown%


Full Time

No Continuous Assessment
Assessment Type Project % of Total Mark 50
Timing Week 11 Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Services Marketing Audit & Assessment
Assessment Type Project % of Total Mark 50
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Service Marketing Strategy
No Practical
No End of Module Formal Examination

SETU Carlow Campus reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
Module Resources
Recommended Book Resources
  • Wirtz, Chew, Lovelock. (2013), Essentials of Services Marketing, 2nd. Pearson, [ISBN: 13-978-981068].
  • Nigel Clark,Charles Nixon. (2015), Professional Services Marketing Handbook, Kogan Page Limited, p.280, [ISBN: 9780749473464].
  • Jeofrey Bean. (2011), The Customer Experience Revolution, Brigantine Media, USA, [ISBN: 9780982664469].
Supplementary Book Resources
  • Michael Heppell. (2010), 5 Star Service, 2nd. Ft Press, p.241, [ISBN: 9780273734383].
  • Palmer, Adrian. (2011), Principles of Services Marketing, 6th. McGraw Hill.
  • Marc Hassenzahl. (2010), Experience Design: Technology for all the right reasons, Morgan & Claypool, [ISBN: 9781608450480].
  • Thomas Lockwood (Editor). (2012), Design Thinking, Allworth Press, p.256, [ISBN: 1581156685].
Recommended Article/Paper Resources
  • Forrester. (2017), How Companies Improved their CX Index Scores 2016, Forrester Research.
  • McKinsey. (2017), Putting Customer Experience at the heart of next generation operating models, Harvard Business Review, March.
  • Shostack, G.L. (1984), Designing Services that deliver, Harvard Business Review, 62 (1).
  • Pine, Peppers & Rogers. (1995), Do you want to keep the customer forever, Harvard Business Review, March - April.
  • McKinsey. (2016), The CEO guide to customer experience, Harvard Business Review, August.
  • Economic Intelligence Unit. (2011), Service 2020: Mega trends for the decade ahead, BDO, Summer.
  • Vargo,S.L and Lusch, R.F. (2004), Evolving to a new Dominant Logic for Marketing, Journal of Marketing, 68 (1), p.117.
  • Vargo,S.L and Lusch, R. F. (2011), It's all B2B..and beyond: Toward a systems perspective of the market, Industrial Marketing Management, 40 (2), p.18118.
  • Vargo, S.L and Lusch, R.F. (2008), Service - dominant logic: continuing the evolution, Journal of Academy of Marketing Science, 36(1), p.110.
Supplementary Article/Paper Resources
  • Rawson A., Duncan E & Jones C. (2013), The Truth about Customer Experience, Harvard Business Review.
Other Resources
  • This module is fully supported through Blackboard, where power point slides, academic articles and reports will be made available.. Blackboard.
  • Retail Excellence Ireland Retail Excellence Ireland.
  • Great Place to Work Awards Great Place to Work Awards.
  • Institute of Customer Service Institute of Customer Service.
  • The CX Company. CXi Ireland,
  • Service Design Network. Service Design Network,
  • UX Magazine. UX Magazine,
Discussion Note: