Module Details
Module Code: |
MKTG C3321 |
Module Title:
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Marketing for Services
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Title:
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Marketing for Services
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Module Level:: |
7 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Rita Kelly
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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.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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. |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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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.
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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.
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3. The Services Marketing Mix – 7 P’s
Product, Price, Promotion, Place, People, Process, Physical Evidence
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3.1 SERVICE BRAND MANAGEMENT
Service Positioning & Targeting, Creating the Service Experience, The Flower of Service model, Developing the brand, Developing the portfolio of Services.
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3.2 PRICING
Cost, Value and Competition based pricing, Price Bundling and Subscription based pricing.
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3.3 Integrated SERVICES MARKETING COMMUNICATIONS;
Challenges of promoting services, the extended communications mix for services, Ethics,
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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.
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3.5 PHYSICAL EVIDENCE
Optimal design from an employee and customer perspectives, SOR Model, Benchmarks and best practice.
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3.6 PROCESS
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).
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3.7 PLACE
Distributing services through physical and electronic channels.
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Module Content & Assessment
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Assessment Breakdown | % |
Project | 100.00% |
AssessmentsFull Time
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 |
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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 |
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Non Contact |
No Description |
Every Week |
7.50 |
7.5 |
Total Weekly Contact Hours |
1.50 |
Module Resources
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Recommended Book Resources |
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Wirtz, Chew, Lovelock. (2013), Essentials of Services Marketing, 2nd. Pearson, [ISBN: 13-978-981068].
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Nigel Clark,Charles Nixon. (2015), Professional Services Marketing Handbook, Kogan Page Limited, p.280, [ISBN: 9780749473464].
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Jeofrey Bean. (2011), The Customer Experience Revolution, Brigantine Media, USA, [ISBN: 9780982664469].
| Supplementary Book Resources |
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Michael Heppell. (2010), 5 Star Service, 2nd. Ft Press, p.241, [ISBN: 9780273734383].
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Palmer, Adrian. (2011), Principles of Services Marketing, 6th. McGraw Hill.
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Marc Hassenzahl. (2010), Experience Design: Technology for all the right reasons, Morgan & Claypool, [ISBN: 9781608450480].
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Thomas Lockwood (Editor). (2012), Design Thinking, Allworth Press, p.256, [ISBN: 1581156685].
| Recommended Article/Paper Resources |
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Forrester. (2017), How Companies Improved their CX Index
Scores 2016, Forrester Research.
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McKinsey. (2017), Putting Customer Experience at the heart
of next generation operating models, Harvard Business Review, March.
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Shostack, G.L. (1984), Designing Services that deliver, Harvard Business Review, 62 (1).
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Pine, Peppers & Rogers. (1995), Do you want to keep the customer forever, Harvard Business Review, March - April.
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McKinsey. (2016), The CEO guide to customer experience, Harvard Business Review, August.
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Economic Intelligence Unit. (2011), Service 2020: Mega trends for the decade
ahead, BDO, Summer.
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Vargo,S.L and Lusch, R.F. (2004), Evolving to a new Dominant Logic for
Marketing, Journal of Marketing, 68 (1), p.117.
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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.
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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 |
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Rawson A., Duncan E & Jones C. (2013), The Truth about Customer Experience, Harvard Business Review.
| Other Resources |
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, This module is fully supported through
Blackboard, where power point slides,
academic articles and reports will be
made available.. Blackboard.
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, Retail Excellence Ireland
www.retailexcellence.ie. Retail Excellence Ireland.
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, Great Place to Work Awards
www.greatplacetoworkawards.ie. Great Place to Work Awards.
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, Institute of Customer Service
www.instituteofcustomerservice.co. Institute of Customer Service.
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, The CX Company. CXi Ireland,
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, Service Design Network. Service Design Network,
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, UX Magazine. UX Magazine,
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