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 highlights 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 Online quiz; 30 mins; week 5 5%
002 Online quiz; 30 mins; week 6 5%
003 Online quiz; 30 mins; week 7 5%
004 Online quiz; 30 mins; week 8 5%
005 Online quiz; 30 mins; week 9 5%
006 Online quiz; 30 mins; week 10 5%
007 Case study report; 2,500 words; end of semester 2 70%

Fact File

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

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