20 credits at level HE5
This module aims to examine the main marketing principles as applied in the service sector, focusing, as far as possible, on the service industries of relevance to students taking the module.
The module is also of relevance to those engaged in product marketing who wish to gain a fuller appreciation of the added value benefits of service-orientated strategies.
It enables students to develop an understanding of the fundamental management concepts in the sector and an ability to apply these to the marketing of a range of service industries. It will also consider some
current issues in services, e.g. quality, customer service, the management of relationships etc.
The potential complexity of the services marketing mix and the benefits to be drawn from services classification frameworks.
The role of intangibility, perishability, variability and inseparability in managing services
Managing perceptions of uncertainty and risk.
Appreciation of and approaches to the management of customer expectations and perceptions.
Approaches to assessing and improving service quality.
Service design and blueprinting.
Setting customer driven service standards.
Strategies for attracting and retaining the most appropriate staff.
Supply and demand management.
Approaches to encouraging complaints and ensuring effective service recovery.
Integrated marketing communications management as applied to services.
Market research as applied to services.
Approaches to pricing services.
Customer relationship management as applied to services
Contact time will consist of a blend of technical input, class discussion using both printed and electronic case material. A high degree of student input and interaction will be encouraged, drawing upon the experiences of the participating students.
Student will be required to present one piece of coursework on marketing in a service industry of their choice.
The second piece of coursework will involve students dealing with a series of work-based assessments over the period of the course and reflecting on the outcomes, leading to the preparation of an integrated marketing plan
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Appreciate the key issues and challenges which face managers involved in
the marketing of services
Prepare a report which identifies and evaluates the key issues and challenges faced by managers in the service sector
|2.||Demonstrate an understanding of the frameworks and concepts which are examined in this module as applied to
a range of service operations
|Demonstrate in your coursework the ability to evaluate and apply relevant models to service quality issues|
|3.||Appreciate how to market services in a systematic way
Appreciate how to market services in a systematic way
Produce detailed and coherent reports for effective market research and integrated marketing
communications plans in service organisations.
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||Service Industry specific evaluation of marketing||Mini assessments, leading to reflective marketing plan|
Before taking this module you must have successfully completed the following:
No restrictions apply.
Palmer A. (2001), Principles of Services Marketing, 3rd ed., Maidenhead: McGraw-Hill.
Zeithaml V.A. & Bitner M. J., Services Marketing, 2nd ed., (2000), Maidenhead: McGraw-Hill.
Bateson, J. E. G. (1999), Managing Services Marketing, 4th ed., Fort Worth: Dryden Press.
Other Indicative Reading
Journal of Services Marketing
Journal of Professional Services Marketing
International Journal of Service Industrv Management
Service Industries Journal
Journal of Marketing
|Host Subject Group:||Business Studies|
|User Name||Date Accessed||Action|