Module Code: |
H7SMKM |
Long Title
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Services Marketing Management
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Title
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Services Marketing Management
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Module Level: |
LEVEL 7 |
EQF Level: |
6 |
EHEA Level: |
First Cycle |
Module Coordinator: |
MICHAEL BANE |
Module Author: |
MICHAEL BANE |
Departments: |
School of Business
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Specifications of the qualifications and experience required of staff |
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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 fundamental understanding of contemporary services marketing management thought and practice. |
LO2 |
Recognise how services marketing management applies to major business functions and underlies the multi-disciplinary nature of any organisation. |
LO3 |
Source relevant academic literature and industry research, interpret and apply this knowledge in light of contemporary services industry issues |
LO4 |
Demonstrate a comprehensive awareness of the complexity of the service environment and inherent processes. |
LO5 |
Analyse contemporary service related problems and develop appropriate strategies and initiatives. |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Module Content & Assessment
Indicative Content |
The Context of Services Marketing
• The Nature and Context of Services Marketing
• Consumer Behaviour in Services
• Managing Consumer Expectations & Perceptions
• Understanding the Service Worker
• Developing the Services Marketing Mix
• Relationship Management and Forging Customer Loyalty
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Implementation of Services Marketing
• Managing the Service Operation,
• Service Design & Managing the Physical Setting,
• Service Branding & Strategy,
• Innovation,
• IT and Service Management,
• Developing & Implementing Communications Strategies,
• Service Pricing Policy Management,
• Devising Service Recovery Strategies,
• Defining Service Growth Strategies,
• Developing Global Strategies for Services
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Assessment Breakdown | % |
Coursework | 50.00% |
End of Module Assessment | 50.00% |
AssessmentsFull Time
Coursework |
Assessment Type: |
Continuous Assessment (0200) |
% of total: |
50 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5 |
Non-Marked: |
No |
Assessment Description: Learners will be presented with contemporary service marketing articles & case studies, which they will be expected to dissect, interpret and pro- offer informed analysis and, where appropriate, strategies and recourses. This may take the form of written reports and/or presentations should highlight relevant theory & industry practice and demonstrate the learner’s ability to derive the right conclusion based on personal and/or professional experience. Learners will need to argue their reasoning for proposing certain strategies / tactics in favour of others & prepare arguments for their choice. |
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End of Module Assessment |
Assessment Type: |
Terminal Exam |
% of total: |
50 |
Assessment Date: |
End-of-Semester |
Outcome addressed: |
1,2,3,4,5 |
Non-Marked: |
No |
Assessment Description: The end of semester examination paper which is two hours in duration. All questions will necessitate essay-style responses and marks will be awarded based on clarity, structure relevant examples, depth of topic knowledge and evidence of outside core text reading |
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Reassessment Requirement |
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
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NCIRL reserves the right to alter the nature and timings of assessment
Module Workload
Module Target Workload Hours 0 Hours |
Workload: Full Time |
Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
Lecture |
Classroom and demonstrations |
24 |
Per Semester |
2.00 |
Tutorial |
Mentoring and small-group tutoring |
12 |
Per Semester |
1.00 |
Independent Learning |
Independent learning |
89 |
Per Semester |
7.42 |
Total Weekly Contact Hours |
3.00 |
Module Resources
Recommended Book Resources |
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Wilson, A., Zeithaml V., Bitner M. and Gremler. (2020), Services Marketing; Integrating Customer Focus Across the Firm, 4th Ed. McGraw Hill.
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Wirtz , J. and Lovelock, C.. Services Marketing: People Technology, Strategy, 9th Ed. World Scientific Publishing.
| Supplementary Book Resources |
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Baron, S. and Harris, K. and Hilton, T.. Services Marketing Text and Cases, 3rd Ed. Palgrave.
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Gronross,C... (2015), Services Management and Marketing: Managing the Service Profit Logic, 4th Ed. Wiley Publications.
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Fisk,R., Russell-Bennett, R. and Harris, K... (2013), Serving Customers: Global Services Marketing Perspectives, Tilde University Press..
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Watkinson, M.. (2012), The Ten Principles behind Great Customer Experiences, FT Press..
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Lusch, R.F., and Vargo,S.L... (2010), Service Dominant Logic of Marketing.
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Bruhn, M. & Georgi, D. (2006), Services Marketing; Managing the Service Value Chain, Prentice Hall.
| This module does not have any article/paper resources |
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This module does not have any other resources |
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