Long Title:Services Marketing Management
Language of Instruction:English
Module Code:H7SMKM
Credits: 5
NFQ Level:LEVEL 7
Field of Study: Marketing and advertising
Module Delivered in 1 programme(s)
Module Coordinator: MICHAEL BANE
Module editor: MICHAEL BANE
Teaching and Learning Strategy: 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 Strategy
Learning Environment: Learning will take place in a classroom environment and/or an IT laboratory where applicable. Learners will have access to research and library resources, both physical and electronic, and to faculty outside of the class time where required. Module materials and related resources will be placed on Moodle, the College’s virtual learning environment.
Module Description: This module will enable learners to gain a comprehensive insight into the particular marketing and management challenges associated with the experience economy and contemporary services sector and provide the knowledge and understanding required to make appropriate responses to the managerial issues encountered in service sector organisations in a highly dynamic and globalised marketplace.
Learning Outcomes
On successful completion of this module the learner will be able to:
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 via case studies and/or live industry projects/briefs.
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.
Pre-requisite learning
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
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements 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
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%

Full Time

Coursework
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment (0200) 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. 1,2,3,4,5 50.00 n/a
End of Module Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Terminal Exam 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. 1,2,3,4,5 50.00 End-of-Semester
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

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 2 Every Week 2.00
Tutorial Project & Class Review Session 1 Every Week 1.00
Independent Learning No Description 7.5 Every Week 7.50
Total Hours 10.50
Total Weekly Learner Workload 10.50
Total Weekly Contact Hours 3.00
This module has no Part Time workload.
 

Module Resources

Recommended Book Resources
  • Palmer, A. 2014, Principles of Services Marketing, 7th Ed., McGraw Hill [ISBN: 9780077152345]
  • Fisk, R.P. & Grove, S.J. 2014, Services Marketing, International Edition, 4th Ed., Cengage [ISBN: 9781285193908]
  • Lovelock, C. & Wirtz, J. 2012, Services marketing, 7th Ed., Upper Saddle River, NJ; Pearson Education [ISBN: 0136118747]
Supplementary Book Resources
  • Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler 2012, Services Marketing, 2nd Ed., Mcgrawhill Higher Education [ISBN: 9780077131715]
This module does not have any article/paper resources
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
BAHBMD BA (Hons) in Business 4 Optional