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 organisations 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 genuine requirement for a different approach to planning and implementing marketing strategy. This module analyses marketing practice in the service sector and highlighs the similarities as well as the differences to marketing tangible products.

Learning and Teaching Information:

The sessions will be oganised in mainly 3 hour teaching blocks. Lectures will deliver core theoretical frameworks followed by case-studies, seminar discussion and facilitated break-out sessions, as well as tutorials

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
In order to pass the module students need to achieve an aggregate mark of 40%

Assessment:

001 on line quizz 30 mins semester 2 week 5 5%
002 on line quizz 30 mins semester 2 week 6 5%
003 on line quizz 30 mins semester 2 week 7 5%
004 on line quizz 30 mins semester 2 week 8 5%
005 on line quizz 30 mins semester 2 week 9 5%
006 on line quizz 30 mins semester 2 week 10 5%
007 Case study report 2500 words end of module 70%


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