Module Details

Module Code: MRKT6021
Title: Professional Service Marketing
Long Title: Professional Service Marketing
NFQ Level: Fundamental
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: The module aims to develop the students' knowledge of marketing strategy within the professional services landscape. Students will also develop digital marketing skills, creating and curating content on selected digital platforms.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the marketing environment for a professional services firm.
LO2 Propose a marketing strategy for a professional services firm, encompassing the extended marketing mix.
LO3 Describe the importance of business relationships and key account management in the professional services context.
LO4 Demonstrate practical content creation and curation skills using digital marketing platforms.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules 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
 
Indicative Content
Marketing theory, principles and concepts
Introduction to marketing theory, principles and concepts. Marketing environmental analysis. The importance of customer focus in marketing strategy. The traditional marketing mix.
Professional Services Marketing
The distinctive characteristics of services and the implications they have for the marketing and managing of professional services.
Business Relationship Marketing
Business relationship marketing in the professional services field. Key account management.
Digital Marketing
Introduction to digital marketing. Digital marketing applications. Create and curating content for digital media.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 60
Timing Week 9 Learning Outcomes 1,2
Assessment Description
In groups, students will will complete a project on marketing a professional service.
Assessment Type Practical/Skills Evaluation % of Total Mark 40
Timing Week 13 Learning Outcomes 3,4
Assessment Description
Students will demonstrate an ability to both create and curate content relating to professional services on various digital marketing platforms.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Case studies, articles, digital marketing practice Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Lab Contact Computer lab based instruction Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Case studies, articles, digital marketing practice Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Schultz, Doerr and Frederiksen. (2013), Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition. John Wiley & Sons, [ISBN: 978-111860434].
Supplementary Book Resources
  • Brad Williams, David Damstra, Hal Stern. (2015), Professional WordPress, John Wiley and Sons, [ISBN: 978-111844227].
  • Jobber and Ellis-Chadwick. (2016), Principles and Practice of Marketing, 8th Edition. McGraw Hill Education, [ISBN: 978-007717414].
  • Christopher Lovelock and Jochen Wirtz. (2016), Services Marketing: People, Technology, Strategy, 7th Edition. Prentice Hall, [ISBN: 978-013610721].
  • Ennew and Waite. (2013), Financial Services Marketing: An International Guide to Principles and Practice, 2nd Edition. Routledge, [ISBN: 0415521688].
  • Hutt, Michael D.. (2014), Business Marketing Management, Europe, Middle East & Africa Edition. Cengage Learning, [ISBN: 978140809371].
  • Jobber and Fahy. (2015), Foundations of Marketing, 4th Edition. McGraw Hill Education, [ISBN: 0077167953].
Recommended Article/Paper Resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BACCT_8 Bachelor of Business (Honours) in Accounting 3 Mandatory
CR_BACCT_7 Bachelor of Business in Accounting 3 Mandatory