Marketing of Services
MODULE CODE
CREDIT VALUE
Module Aims
Aim 1
The module stresses the distinctiveness of services marketing from tangible goods marketing. Practical application of theoretical services marketing material is examined within a diverse range of sectors including financial services, hotels, restaurants, airlines, universities, theme parks, and charities. Management of customer satisfaction and perceived service quality are themes that are interwoven into all of the components of the module syllabus. The module endeavours to provide a challenging and supporting learning environment for students by enhancing the key skills and subject knowledge appropriate to pursuit of a career in services marketing.
Module Content
INDICATIVE CONTENT
Fundamental differences between Products and Services
– Physical Evidence/The Services cape
– Processes/People
– Developing the Service Communications Mix
– Researching Service Markets
– Pricing Strategies for Services
– Marketing Services Internationally
– Branding Services
– Non-Profit Sector (Arts/Charities Etc.) & other sectors
– Relationship Marketing/Internal Marketing
– Service Quality
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
Teaching occurs in the classroom with support materials being available from blackboard.
Students engage with the theory and develop their critical skills during preparation and participation of the seminar. The report permits students to develop strategies which focus on physical evidence, people and process appropriate to the objectives, resources, and environment of either a profit or non-profit service organisation. The multiple-choice test covers a broad set of services marketing terminology and contexts.
Assessment Methods
This module is assessed through a Report (50%), a seminar (20%) and a test (30%).
View The Other Course’s Modules
Compulsory
