Overview:
- Credits:
- 5.0
- Level:
- 3
- Semester:
- Semester One
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Ms Aisling Roche
MKT30070 Services Marketing
Academic Year 2017/2018
The main scope of this course will be to give students a solid grounding in the application of traditional marketing management techniques to all aspects of services firms. Students will be introduced to the unique challenges facing services firms in today's competitive environment. Each session will contain an element of lecturing, discussions, case study examples and recently published media, thereby allowing an interactive learning environment for students. Overall the course will examine: service characteristics and classifications, theoretical models of service, relationship marketing, interactive marketing, customer care, service quality and service organisation.Show/hide contentOpenClose All
Curricular information is subject to change
Learning Outcomes:
Define and discuss the characteristics and classifications of services marketing firms.
Discuss and apply the Gaps Model of Service Quality to service organisations.
Explain the importance of understanding customer requirements through listening to customers through research, building relationships and service recovery.
Discuss delivering and performing service through an appreciation of the employees and customers role in service delivery and the management of demand and capacity.
Discuss the importance of managing service promises through the integration of service marketing communications and the pricing of services.
Evaluate service organisations service marketing strategies.
| Student Effort Type | Hours |
|---|---|
| Lectures | 24 |
| Specified Learning Activities | 48 |
| Autonomous Student Learning | 28 |
| Total | 100 |
Requirements, Exclusions and Recommendations
Not applicable to this module.
Module Requisites and Incompatibles
Incompatibles:Sports Services Marketing (SMGT20190)
| Description | % of Final Grade | Timing |
|---|---|---|
| Examination: 1 x 2hour exam | 70 |
2 hour End of Trimester Exam |
| Group Project: Individual and group work throughout the semester | 30 |
Coursework (End of Trimester) |
Compensation
This module is not passable by compensation
Resit Opportunities
End of Semester Exam
Remediation
If you fail this module you may repeat, resit or substitute where permissible
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