ILM5710 - MARKETING OF SERVICES

Module Identifier

ILM5710

Module Title

MARKETING OF SERVICES

Academic Year

2006/2007

Co-ordinator

Dr Judith E Preston

Semester

Semester 2

Other staff

Ms Tanya C Rogers

Course delivery

Lecture

20 Hours. 10 lectrures x 2 hour

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Assessment	Case Study Report 3,000 words	100%

Learning outcomes

At the end of this module students should be able to:

describe and discuss the differing marketing paradigms;
describe and analyse the characteristics of services and the service offering;
analyse suitable service strategies:
identify the components of service quality:
discuss the nature of competition;
assess the role of the Internet and the importance of e-marketing for services;
design appropriate internal marketing strategies

Aims

The service sector today occupies a significant position in the economies of most countries especially those in the West. As private sector service companies face increasingly fierce levels of competition, a further group of public services, including libraries, are beginning to experience the realities of competition for the first time. Service producers and managers have to be sure increasingly that they are producing the right services in the right places at the right time for the right price. Thus, marketing within the service sector is more important than it has ever been.

Reading Lists

Books
** Essential Reading
Gronroos, C. (2000) Service management and marketing: a customer relationship approach 2nd. John Wiley & Sons
Palmer, A. (2002) Principles of services marketing 3rd. McGraw Hill
Zeithaml V.A. and M.J. Bitner (2003) Services marketing 3rd. McGraw Hill
** Recommended Consultation
Hart, K. (1999) Putting marketing ideas into action London: Library Association Publishing Ltd
Pantry, S. and Griffiths, P. (1998) Becoming a successful intrapreneur London: Library Association Publishing Ltd
Savard, R. (ed.) (2000) Adapting marketing to libraries in a changing and world-wide environment. Papers presented at the 63rd IFLA Conference, September 1997. IFLA
Savard, R. (ed.) (2002) Education and research for marketing and quality management in libraries. Satellite meeting, Quebec, August 14-16 2001 Munchen: K. G. Saur

Web Page/Sites
The Free Pint portal which always has items on e-marketing http://www.freepint.com http://www.freepint.com

Notes

This module is at CQFW Level 7