MMM3510 - SERVICES MARKETING MANAGEMENT

Module Identifier

MMM3510

Module Title

SERVICES MARKETING MANAGEMENT

Academic Year

2005/2006

Co-ordinator

Professor Nicholas S Alexander

Semester

Semester 2

Course delivery

Lecture

- 10 lectures of 2 hours duration

Seminars / Tutorials

- 2 seminars of 2 hours duration

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	2 Hours	100%
Supplementary Exam	2 Hours	100%

Learning outcomes

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

demonstrate a detailed understanding of, and an ability to critically evaluate, service marketing management concepts, models and theories in the specific context of service organisations;
explain and analyse service characteristics and their significance when planning, organising and controlling marketing operations and the selection of appropriate marketing strategies;
appraise aspects of a service organisation's marketing activities using appropriate theoretical models and frameworks from academic literature, making recommendations for improvements where appropriate.

Aims

To critically examine the theoretical foundations and practical application of services marketing management
To understand the principles of design, promotion and pricing of service products in both the for-profit and not-for-profit sectors
Develop an awareness of services marketing planning organisaton and control of marketing operations, and selection of appropriate marketing strategies

Brief description

The management of services marketing, including the design, planning, development, pricing and organisation of service products.

Content

Introduction to the principles of service marketing management
Consumer behaviour and services
Service design and development (including service blue-printing and mapping)
Managing service encounters
Services communication and promotion
Pricing of services
Managing demand and capacity in service industries
Promoting and managing service quality
Positioning a service and building relationships
Integrated services management (the relationship between marketing, operations and managing people in service organisations)

Module Skills

Reading Lists

Books
** Recommended Text
Zeithaml, V A and Bitner, M J (2003) Services Marketing, integrating customer focus across the firm 3rd edition. Boston: McGraw-Hill

Notes

This module is at CQFW Level 7