BMM5292 - Service Marketing

Objectives:

On successful completion of the module, students will be able to:
Understand the nature of the service industry
Consider the impact of service nature on marketing and the development of marketing strategies
Develop and manage a service marketing plan
Understand the need for accountability in the field of service marketing.

Content:

Service organizations range in size from huge international companies such as airlines, banks, hotels telecommunications, freight, transport to a vast array of locally-owned and operated small businesses, including restaurants, dry cleaners, hairdressers etc. Since these businesses differ from manufacturing businesses in many important areas there is a distinct requirement for a different approach to planning and implementing marketing strategy. This module analyses marketing practice in the service sector.

Learning and Teaching Information:

Formal lectures and tutorials providing the foundation for extensive group project work and independent self-study.

Lectures
Contact hours: 10
Intended group size: 40

Tutorials
Contact hours: 10

workshops / practical sessions
Contact hours: 20

Guided independent study
Hours: 160

Additional information
The module would be available for 10 credits and would be assessed by a 2000 word report at the end of semester 2.

Assessment:

001 on line Interactive exercise/multiple choice Quizz - Week 4 10%
002 on line Interactive exercise/multiple choice Quizz - Week 6 10%
003 on line Interactive exercise/multiple choice Quizz - Week 8 10%
004 Report 1 x 2000 words end of semester 2 70%


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