| Module Identifier |
DS32620 |
| Module Title |
MARKETING OF SERVICES |
| Academic Year |
2003/2004 |
| Co-ordinator |
Dr Judith E Preston |
| Semester |
Available all semesters |
| Assessment |
| Assessment Type | Assessment Length/Details | Proportion |
|---|
| Semester Exam | 2 Hours 2 hour unseen written examination - weighted 50%. | |
| Semester Assessment | Report of 2,500 words - weighted 50%. | |
|
Learning outcomes
On completion of this module, students should be able to:
-
Define marketing in the service environment
-
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
Content
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 targeting
-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
Reading Lists
Books
** Recommended Consultation
Gronroos, C (2000) Service management and marketing: a customer relationship management approach
2nd. Chichester: John Wiley
Palmer, A (2001) Principles of services marketing
3rd. London: McGraw-Hill
Zeithaml, V.A. and Bitner, M.J (2000) Service marketing: integrating customer focus across the firm
3rd. Boston: McGraw-Hill Irwin
Notes
This module is at CQFW Level 6