Module Code: H7SMM
Long Title Services Marketing Management
Title Services Marketing Management
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 5
Module Coordinator: AKARI DEVELOPER
Module Author: BAIRBRE BRENNAN
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 LO 1. Demonstrate a fundamental understanding of contemporary services marketing management thought and practice
LO2 LO 2. Recognise how services marketing management applies to major business functions and underlies the multi-disciplinary nature of any organisation.
LO3 LO 3. Source relevant academic literature and industry research, interpret and apply this knowledge in light of contemporary services industry issues
LO4 LO 4. Demonstrate a comprehensive awareness of the complexity of the service environment and inherent processes
LO5 LO 5. 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).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

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
Implementation of Services Marketing
Managing the Service Operation Service Design & Managing the Physical Setting 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 Businesses
Teaching methodology
The teaching philosophy for this module is to blend the theory and practice of services marketing in a supportive class environment that promotes active learning through lectures, reflection on real life and theoretical issues and class discussion of problems and challenges encountered in contemporary management situations. Learners will develop the proficiency to apply this knowledge to real life situations affecting organisations and consumers.
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full 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.
Assessment Type: Formative Assessment % of total: 0
Assessment Date: n/a Outcome addressed:  
Non-Marked: No
Assessment Description:
Formative assessment will be provided to students through the use of on-line quizzes and short answer questions. In addition in class problems and discussions will provide an opportunity for formative learning and student feedback to be provided. Provision of individual feedback will be provided individually outside of lecture time or on line through Moodle.
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
No Workplace Assessment
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.

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
Tutorial No Description 1 Every Week 1.00
Independent Learning No Description 7.5 Every Week 7.50
Total Weekly Contact Hours 1.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 2 Every Week 2.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Zeithaml V. and Bitner M, (2008), Services Marketing; Integrating Customer Focus Across the Firm, 4th Edition McGraw Hill.. na.
  • Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler,. (2012), Services Marketing, 2nd European Edition. McGraw-Hill, [ISBN: 9780077131715].
Supplementary Book Resources
  • Lovelock C., (2006), Services Marketing.6th Edition, Pearson Education.. na.
  • Bateson, J.E.G. & Hoffman, K.D, (2006), Services Marketing; Concepts, Strategies & Cases, Thompson.. na.
  • Bateson, J. E.G. (1998), Managing Service Marketing, 4th Edition, Dryden Press. na.
  • Van Looy, B., Gemmel, P., & Van Dierdonck, R., (2003), Services Management – An Integrated Approach, Prentice Hall, 2nd Edition. na.
  • Glynn, W.J. and Barnes, J.G. (1995), editors, Understanding Services Management, John Wiley and Sons.. na.
  • Carson, D. and Gilmore, A. (1996), Services Marketing: Text and Readings, Mercury.. na.
  • Gabbott, M. and Hogg, G. (1997), Contemporary Services Marketing Management: A Reader, Dryden Press.. na.
  • Lovelock, C., Vandermerwe, S. and Lewis, B. (1999), Services Marketing: European Edition, Prentice Hall.. na.
  • Palmer, A., (2001), Principles of Services Marketing, 3rd Edition, McGraw Hill.. na.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: