Module Details
Module Code: |
MKTG H4702_1 |
Module Title:
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Services Marketing
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Title:
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Services Marketing
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Module Level:: |
8 |
Module Coordinator: |
Janette Davies
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Module Author:: |
Julie Mulligan
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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.
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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 |
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.
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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 |
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.
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Services and the Internet
• Impacts of the Internet on services marketing
• Computer-mediated service
• Encounters
• Industrialising the service encounter.
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Relationships, Partnerships and Networks
• Relationship marketing and consumer services
• Customer loyalty
• Managing customer information
• Challenges for customer relationship.
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Innovation and New Service Development
• The service life-cycle concept
• Refining the service portfolio
• New Service Development
• Demand forecasting
• Competitor analysis
• Service deletion.
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Service Quality
• Defining service quality
• The service-profit chain
• Frameworks for measuring service quality
• Setting quality standards
• Creating a service quality culture.
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Financial Services Marketing
• Defining financial services
• The distinctive characteristics of Financial Services
• The marketing challenge of financial services.
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Engaging Employees in Service Delivery
• Internal marketing
• Controlling empowering staff
• Creating involvement by Employees
• Leadership
• Recruitment, training & employees
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Pricing of Services
• Organisational influences on pricing decisions
• Factors influencing pricing decisions
• Service portfolio pricing
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Managing Communications
• Advertising and the media
• Sales promotion
• Personal selling
• Direct Marketing
• Public relations sponsorship
• Digital marketing in the Service Industry
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International Services Marketing
• The importance of international trade in services
• The foreign marketing environment
• Adapting the marketing programme for foreign marketing
• Global e-commerce
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 50.00% |
Project | 50.00% |
AssessmentsFull Time
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.
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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.
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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 |
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Contact |
Imparting knowledge, working through lecture notes, case studies and supporting materials. |
12 Weeks per Stage |
6.00 |
72 |
Independent Learning Time |
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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 |
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Contact |
Imparting knowledge, working through lecture notes, case studies and supporting materials. |
12 Weeks per Stage |
3.00 |
36 |
Independent Learning Time |
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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
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Recommended Book Resources |
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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 |
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Adrian Palmer. (2010), Principles of Services Marketing, 7th. [ISBN: 9780077152345].
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Lovelock, C. and Wirtz, J.. (2012), Services Marketing: People, Technology, Strategy, Pearson, UK, [ISBN: 9780136107217].
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Chaffey, D. and Ellis-Chadwick, F.. (2012), Digital Marketing, Strategy, Implementation and Practice, 5th. Pearson, UK, [ISBN: 9780273746102].
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Gronroos, C.. (2007), Service Management and Marketing: Customer Management in Service, John Wiley, Chichester, [ISBN: 9780470028629].
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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 |
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Other Resources |
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Emerald Insight - Online database for
access to relevant journal,
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McGraw Hill - Online resource centre to
accompany recommended textbook,
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