Module Details

Module Code: MRKT7019
Title: Marketing for Services
Long Title: Marketing for Services
NFQ Level: Intermediate
Valid From: Semester 1 - 2018/19 ( September 2018 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module will build on marketing concepts from other modules to make them specifically applicable in service industry settings. The intent of this module is to introduce, discuss and analyse several topics important to service businesses. The module is designed to provide students with a comprehensive knowledge of marketing and management techniques that can be applied to service businesses.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess the role and importance of services in the Irish economy.
LO2 Investigate the distinctive characteristics of service industries and the implications these characteristics have for marketing and managing services.
LO3 Describe how customer and employee behaviour in the services sector have particular significance which need to be incorporated into the human resource management and service design functions.
LO4 Analyse the management decision processes involved in services marketing.
LO5 Apply a structured and practical approach to solving services marketing challenges.
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
The Nature of Services and the Services Economy
The distinctive characteristics of services and the implications they have for the marketing and managing of services. The Extended Marketing Mix for Services - the 7 P's.
Service Quality
Definition of service quality and diagnosing service quality failures, assessing and shaping customer expectations, dimensions of service quality, measuring service quality,the gap model: a tool to identify and correct service quality problems.
The Service Delivery System and Service Environment
Service blueprinting - using flowcharts and blueprints to identify the servuction system. Designing flowcharts and blueprints for service operations. Poka Yokes: the process of fail-safing the service operation. The purpose of service environments and how the servicescape shapes customers' experiences and behaviour.
Service Failure and Recovery
The importance of recovery in service organisations, reasons for service failure, complaint management, service recovery strategies and service guarantees. Customer retention and relationship management.
Employees role in service delivery
The critical importance of service employees and managing contact personnel. The cycles of success, mediocrity and failure and their implications for human resource policy in service organisations and strategies for reversing the cycle of failure in the service organisation.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 9 Learning Outcomes 2,4,5
Assessment Description
Students are required to work in groups and assess the impact of services marketing on the business sector.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End-of-Semester Final Examination
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.

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 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent Study and Research 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 discussion Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent study and research Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Jochen Wirtz, Patricia Chew, Christopher Lovelock. (2013), Essentials of Services Marketing, 2nd edition. Pearson Education, p.679, [ISBN: 9789810686185].
Supplementary Book Resources
  • Christopher H Lovelock and Jochen Wirtz. (2014), Services Marketing: People, Technology, Strategy, 7th Edition. Prentice Hall, [ISBN: 978-013412390].
  • Valarie A. Zeithaml,Mary Jo Bitner and Dwayne D. Gremler. (2016), Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition. McGraw-Hill Higher Education, [ISBN: 0078112109].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 4 Mandatory