Module Identifier DS32620  
Academic Year 2006/2007  
Co-ordinator Dr Judith E Preston  
Semester Available all semesters  
Other staff Ms Tanya C Rogers  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 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:


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

Module Skills

Problem_solving Case studies will form part of the materials for the module, and students will be expected to work through problem scenarios.  
Research skills 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.  
Communication A 2,500 word report which must be of a professional standard forms an element of the assessment for this module.  
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.  
Subject Specific Skills 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.  


This module is at CQFW Level 6