Programme of Study Catalogue

Objectives:

On successful completion of the module, students will be able to:
Evaluate the important and evolving nature of the services marketing environment.
Critically analyse the competitive marketing situation and environment in which service providers operate.
Produce supported marketing decisions based around the various elements of the extended services marketing mix.

Content:

Services dominate the expanding world economy as never before and technology continues to evolve in dramatic ways. This module aims to provide a comprehensive insight into key areas of services marketing including developments that will impact on the future of marketing activity. The areas included within this are managing the customer interface, positioning services in competitive markets, implementing profitable service strategies, developing pricing and distribution strategies for services.

Learning and Teaching Information:

The sessions will be organised in 3 8-hour teaching blocks. Lectures will deliver core theoretical frameworks, followed by workshops and personal exercises for reflection and development.

The module will make use of current newsworthy case studies and developing business 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
Hours: 24
Intended Group size: Cohort

Workshops/ Tutorials
Hours: 6
Intended group size: Cohort or variable-size groups

Guided independent study
Hours: 170

Further details relating to assessment
Case study-based report: students will be required to produce a case study analysis designed to focus on the nature of service marketing, marketing strategies and the need for accountability, and aiming to capture and highlight key issues covered in this module, including the various elements of the extended services marketing mix.

Assessment:

001 Case study-based report; 4,000 words, end of term 3 100%

Fact File

Module Coordinator - PRS_CODE=
Level - 7
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 7T3