Gwybodaeth Modiwlau

Module Identifier

IL32620

Module Title

MARKETING OF SERVICES

Academic Year

2010/2011

Co-ordinator

Semester

Semester 2

Other Staff

Delivery Type	Delivery length / details
Lecture	18 Hours. 9 x 2 hour lecture sessions

Assessment Type	Assessment length / details	Proportion
Semester Assessment	A 2,500 word report weighted 50%.
Semester Exam	2 Hours A 2 hour written examination weighted 50%.

On completion of this module, students should be able to:

* Critically appraise differing paradigms in relation to services marketing theory

* Describe and discuss the characteristics of services and the services marketing mix

* Assess service strategies and customer expectations of service

* Evaluate means of building and sustaining customer relationships

* Critically assess service accessibility issues, especially in relation to e-marketing of services

* Evaluate internal marketing strategies

* Describe and discuss the concept of brands and image in the service sector

* Critically appraise means of managing service delivery

* Discuss the nature of competition

Topics to be covered in the module are as follows:

Definitions of marketing
Transaction versus CRM
Characteristics of services
Services marketing mix
Service offer, strategies, positioning and trading
Customer behaviour
Market research and customer expectations of service
Building and sustaining customer relationships
Service accessibility issues, especially in relation to the Internet and e-marketing
Quality issues
Internal marketing strategies
Brands and image
Communication
Competition

Skills Type	Skills details
Information Technology	Students will be expected to prepare a professional standard report using appropriate software. In addition, most of the set texts have student website access via the publisher, and they will be expected to develop their knowledge via their interactive use of such sites.
Personal Development and Career planning	Careers needs are met continually during the UG programmes. The Department also runs a week long programme `Gis a job? helping students find suitable employment, and recruitment agencies in the discipline are invited to Aberystwyth and interview the students.
Subject Specific Skills	* Writing in an academic context: the report must be of a professional standard. * Oral discussion and presentation: the majority of sessions will be interactive, and students will be expected to contribute and present topics. * Self-management: important in preparing and writing up of the report.
Team work	There will be general group practical work in the timetabled sessions

This module is at CQFW Level 6