Module Information
Course Delivery
Delivery Type | Delivery length / details |
---|---|
Lecture | 18 Hours. 9 x 2 hour lecture sessions |
Assessment
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%. |
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
- 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
Module Skills
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 |
Reading List
Recommended BackgroundGronroos, C (2000) Service management and marketing: a customer relationship management approach 2nd Chichester: John Wiley Primo search Palmer, A (2001) Principles of services marketing 3rd London: McGraw-Hill Primo search Zeithaml, V.A. and Bitner, M.J (2003) Service marketing: integrating customer focus across the firm 3rd Boston: McGraw-Hill Irwin Primo search
Notes
This module is at CQFW Level 6