BMM5292 - Service Marketing

Objectives:

On successful completion of the module, students will be able to:
Recognise the nature of the service sector.
Inspect the impact of service nature on marketing and the development of marketing strategies.
Produce and manage a service marketing plan.
Discuss the need for accountability in the field of marketing.

Content:

This module explores marketing practice in the service sector and highlights the similarities as well as the differences to marketing tangible products and services.

Service organisations range in size from huge international companies such as airlines, banks, hotels, telecommunications and 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 genuine requirement for a different approach to planning and implementing marketing strategies and plans.

Learning and Teaching Information:

The module will be delivered via a series of weekly 3 hour teaching blocks, comprising whole group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

The module will make use of current newsworthy case studies and developing business and political trends, and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/exercises to support their progress through the module material.

Lectures/Seminars
Contact hours: 30
Intended group size: Cohort

Workshops/Tutorials
Contact hours: 10

Guided independent study
Hours: 160

Online quizzes: these assignments are designed to focus on the nature of service marketing, marketing strategies and the need for accountability.

Case study: students will be required to produce a case study analysis designed to capture and highlight key issues covered in this module, including the service marketing plan.

Assessment:

001 Online quiz 1; 20mins; during semester 2 10%
002 Online quiz 2; 20mins; during semester 2 10%
003 Online quiz 3; 20mins; during semester 2 10%
004 Online quiz 4; 20mins; during semester 2 10%
005 Online quiz 5; 20mins; during semester 2 10%
006 Case study report; 2,000 words; end of semester 2 50%

Fact File

Module Coordinator - Ali Hayder
Level - 5
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 5S2

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