Marketing of Services

Cod y Modiwl
DS32620
Teitl y Modiwl
Marketing of Services
Blwyddyn Academaidd
2026/2027
Semester
Dysgu o Bell
Cyd-gysylltydd y Modiwl
Dr Pauline Rafferty
Rhestr Ddarllen
Gweld ar Aspire
Staff Eraill sy'n Cyfrannu
Jennie Hill
Ms Tanya Rogers
Dr Allen Foster
Dr Sue Lithgow
Dr Anoush Simon

Dulliau Asesu

Math o Asesiad

Manylion Asesiad

Cyfran
Asesiad Semester Report of 2,500 words: 50%
Asesiad Semester 1500 word Report and 10 minute Powerpoint Presentation: 50%
Asesiad Ailsefyll Report of 2,500 words: 50%
Asesiad Ailsefyll 1500 word Report and 10 minute Powerpoint Presentation: 50%

Canlyniadau Dysgu

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

  1. On completion of this module, students should be able to: * Define marketing in the service environment
  2. * Critically appraise differing paradigms in relation to services marketing theory
  3. * Describe and discuss the characteristics of services and the services marketing mix
  4. * Assess service strategies and customer expectations of service
  5. * Evaluate means of building and sustaining customer relationships
  6. * Critically assess service accessibility issues, especially in relation to e-marketing of services
  7. * Evaluate internal marketing strategies
  8. * Describe and discuss the concept of brands and image in the service sector
  9. * Critically appraise means of managing service delivery
  10. * Discuss the nature of competition

Disgrifiad cryno

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

Cynnwys

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

Sgiliau Modiwl

Math o Sgiliau

Manylion Sgiliau
Cyfathrebu A 2,500 word report which must be of a professional standard forms an element of the assessment for this module.
Datrys Problemau Case studies will form part of the materials for the module, and students will be expected to work through problem scenarios.
Sgiliau pwnc penodol All DL students are in employment; the skills learned during this module may improve their career prospects, as marketing is a key requirement of the professional accreditation body?s professional chartership process.
Sgiliau ymchwil The report must be based on the student?s experience within their own organisation, and will require them to collect data, analyse this and present it appropriately.
Technoleg Gwybodaeth 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.

Nodau

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 6