Module Code: H9SERMM
Long Title Services Marketing Management
Title Services Marketing Management
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 5
Module Coordinator: MICHAEL BANE
Module Author: MICHAEL BANE
Departments:  
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 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).
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
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full Time

Coursework
Assessment Type: Project % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
The project will take a services centred organisation and examine how theories and models discussed in class should be applied. This project will reflect the full syllabus and desired academic level. Formative feedback will feature in tutorial sessions throughout the semester and group presentations may be included to ensure that students are on target and working cohesively and productively (however presentations will be graded and marks will be attributed to the students’ final grade.
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:
End-of-Semester final examination will feature five questions that reflect the breadth of the syllabus and required academic level. The questions will entail students to illustrate the theory or model required, related diagrams or flowcharts and practical examples of how that model or theory should be applied in a live industry setting.
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
Lecture No Description 2 Every Week 2.00
Tutorial No Description 1 Every Week 1.00
Independent Learning No Description 7.5 Every Week 7.50
Total Weekly Contact Hours 3.00
 

Module Resources

Recommended Book Resources
  • Palmer, Adrian. (2014), Principles of Services Marketing 7/e, 7th. McGraw Hill, [ISBN: 9780077152345].
Supplementary Book Resources
  • Zeithaml V. and Bitner M, (2008), Services Marketing; Integrating Customer Focus Across the Firm, 4th Edition McGraw Hill.. Unavailable.
  • Lovelock C.,. (2012), Services Marketing, 7th. Pearson.
  • Bateson, J.E.G. & Hoffman, K.D, (2006), Services Marketing; Concepts, Strategies & Cases, Thompson.. Unavailable.
  • Bateson, J. E.G. (1998), Managing Service Marketing, 4th Edition, Dryden Press.. Unavailable.
  • Van Looy, B., Gemmel, P., & Van Dierdonck, R., (2003), Services Management – An Integrated Approach, Prentice Hall, 2nd Edition. Unavailable.
  • Glynn, W.J. and Barnes, J.G. (1995), editors, Understanding Services Management, John Wiley and Sons.. Unavailable.
  • Carson, D. and Gilmore, A. (1996), Services Marketing: Text and Readings, Mercury.. Unavailable.
  • Gabbott, M. and Hogg, G. (1997), Contemporary Services Marketing Management: A Reader, Dryden Press.. Unavailable.
  • Lovelock, C., Vandermerwe, S. and Lewis, B. (1999), Services Marketing: European Edition, Prentice Hall.. Unavailable.
  • Palmer, A., (2001), Principles of Services Marketing, 3rd Edition, McGraw Hill.. Unavailable.
  • Fisk, R.P. & Grove, S.J.. (2014), Services Marketing, International Edition,, 4th. Cenage.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: