Module Details

Module Code: MKTG H4702_1
Module Title: Services Marketing
Title: Services Marketing
Module Level:: 8
Credits:: 10
Module Coordinator: Janette Davies
Module Author:: Julie Mulligan
Domains:  
Module Description: The aim of this module is to examine the status of marketing in services and to put in place the required adaptations for marketing strategy formulation.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a critical appreciation of the challenges posed by the unique characteristics of services and the resulting marketing implications of each.
LO2 Analyse typical marketing and management problems encountered in the service sector and be able to structure appropriate responses.
LO3 Employ appropriate strategies to meet the challenges encountered in the services sector based on a comprehensive knowledge of the theory and practice of services marketing.
LO4 Evaluate applications of theoretical and practical knowledge of services marketing to a variety of case studies.
Dependencies
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
Understanding Services Marketing?
• Introduction to Services • The service industry in Ireland • Distinguishing features of services, classifying services, extended marketing mix for services. • The service encounter • Conceptual frameworks for analysing the service encounter • Service failure and recovery.
Services and the Internet
• Impacts of the Internet on services marketing • Computer-mediated service • Encounters • Industrialising the service encounter.
Relationships, Partnerships and Networks
• Relationship marketing and consumer services • Customer loyalty • Managing customer information • Challenges for customer relationship.
Innovation and New Service Development
• The service life-cycle concept • Refining the service portfolio • New Service Development • Demand forecasting • Competitor analysis • Service deletion.
Service Quality
• Defining service quality • The service-profit chain • Frameworks for measuring service quality • Setting quality standards • Creating a service quality culture.
Financial Services Marketing
• Defining financial services • The distinctive characteristics of Financial Services • The marketing challenge of financial services.
Engaging Employees in Service Delivery
• Internal marketing • Controlling empowering staff • Creating involvement by Employees • Leadership • Recruitment, training & employees
Pricing of Services
• Organisational influences on pricing decisions • Factors influencing pricing decisions • Service portfolio pricing
Managing Communications
• Advertising and the media • Sales promotion • Personal selling • Direct Marketing • Public relations sponsorship • Digital marketing in the Service Industry
International Services Marketing
• The importance of international trade in services • The foreign marketing environment • Adapting the marketing programme for foreign marketing • Global e-commerce
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment50.00%
Project50.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Case Studies % of Total Mark 30
Timing n/a Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Literature Review: An analytical review of a chosen piece of literature in the area of services marketing
Assessment Type Project % of Total Mark 50
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Students are required to choose a service marketing organisation of their choice and complete a detailed industry analysis while applying key models of services marketing to their chosen organisation.
Assessment Type Case Studies % of Total Mark 20
Timing n/a Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
Case Study Presentation: A review and evaluation of relevant case studies in the services sector
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Marks for all continuous assessment are collated at the end of each semester. If a student fails to complete an element of CA, re-assessment can take place if the student obtains the agreement of the tutor to submit completed work at the end of the semester. If part of a project involved group working then it is not possible to require students to submit such work and alternative assignments may have to be issued.

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 Imparting knowledge, working through lecture notes, case studies and supporting materials. 12 Weeks per Stage 6.00 72
Independent Learning Time Non Contact Writing up class notes. Reading additional supporting materials. Independent research and study 15 Weeks per Stage 11.87 178
Total Weekly Contact Hours 6.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Imparting knowledge, working through lecture notes, case studies and supporting materials. 12 Weeks per Stage 3.00 36
Independent Learning Time Non Contact Writing up class notes. Reading additional supporting materials. Independent research and study 15 Weeks per Stage 5.93 89
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Valarie A. Zeithaml,Mary Jo Bitner,Dwayne D. Gremler. (2018), Services Marketing: Integrating Customer Focus Across the Firm, 7th. McGrawHill, [ISBN: 9781260083521].
Supplementary Book Resources
  • Adrian Palmer. (2010), Principles of Services Marketing, 7th. [ISBN: 9780077152345].
  • Lovelock, C. and Wirtz, J.. (2012), Services Marketing: People, Technology, Strategy, Pearson, UK, [ISBN: 9780136107217].
  • Chaffey, D. and Ellis-Chadwick, F.. (2012), Digital Marketing, Strategy, Implementation and Practice, 5th. Pearson, UK, [ISBN: 9780273746102].
  • Gronroos, C.. (2007), Service Management and Marketing: Customer Management in Service, John Wiley, Chichester, [ISBN: 9780470028629].
  • Ennew, C & Waite, N.. (2013), Financial Services Marketing: An International Guide to Principles and Practice, 2nd. Routledge, UK, [ISBN: 9780415521680].
This module does not have any article/paper resources
Other Resources
Discussion Note: