Full Title Managing and Marketing Services

Short Title Managing and Mkg Service

Code MKTG08027
Level 08
Credit 05

Author Ward, Emer
Department Business

Subject Area Marketing
Attendence N/A%
Fee

Description
This module aims to develop the learners knowledge on the key aspects of managing and marketing a service by understanding the total customer experience and applying that to the marketing of the business.

Indicative Syllabus
1 The distinguishing characteristics of servcies and the resultant marketing problems - the extended marketing mix

2. Understanding customer expectations and perceptions of service

3. Service quality models

4. Appropriate research methods for service

5. Causes of service failure and recovery strategies

6. Front line staff as sources of information on customer expectations

7. Pricing of services

7. Integrated marketing communications for services

8. Managing demand and supply




Learning Outcomes
On completion of this module the learner will/should be able to
  1. Distinguish between marketing a product and marketing a service and the inherent challenges this poses

  2. Evaluate the importance of customer expectations and perceptions in levels of satisfaction with a service

  3. Question the role of different research methods in ascertaining customer expectations and perceptions

  4. Analyse the importance of pricing and integrated marketing communications in managing customer expectations of service

  5. Use different service quality models to interepret the importance of service marketing in a practical business setting


Assessment Strategies
One formal written academic and practical report on a topic of their choice from the syllabus using the PBL approach. Where a proposal, weekly task documents and weekly short presentations take place.

Module Dependencies
Pre Requisite Modules
None
Co Requisite Modules
None
Incompatible Modules
None

Coursework Assessment Breakdown %
Course Work / Continuous Assessment 50 %
End of Semester / Year Formal Examination 50 %

Coursework Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
PBL assessment 5 50 OnGoing


End Exam Assessment Breakdown

Description Outcome Assessed % of Total Assessment Week
Final Exam 2 Hour Final Exam 1,2,3,4 50 End of Term


Distance Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Part Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Full Time Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload
Lecture Flat Classroom Lecture 3 Weekly 3.00
Problem Based Learning Flat Classroom PBL Tutorial 1 Weekly 1.00

Total Average Weekly Learner Workload 4.00 Hours

Online Learning Mode Workload

Type Location Description Hours Frequency Avg Weekly Workload

Total Average Weekly Learner Workload 0.00 Hours

Resources
Book Resources

Other Resources
Various Journal Articles and Case studies
Url Resources
www.itsligo.ie/moodle

www.itsligo.ie/library

www.mii.ie
Additional Info

ISBN BookList

Book Cover Book Details
Valarie A. Zeithaml 2012 Services Marketing McGraw Hill Higher Education
ISBN-10 007108696X ISBN-13 9780071086967
Jochen Wirtz 2012 Essentials of Services Marketing (2nd Edition) Pearson Education
ISBN-10 9810686188 ISBN-13 9789810686185
Christian Gronroos 2007 Service Management and Marketing: Customer Management in Service Competition Wiley
ISBN-10 0470028629 ISBN-13 9780470028629