Module Documentation

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1 Module Documentation MARK07010 Contents of this document are copyright of Galway Mayo Institute of Technology

2 Page 1 of 5 MARK07010 Short Title Full Title Attendance N/A Discipline 342 MARKETING & ADVERTISING Coordinator Celene Dunphy Department Business, Humanities and Tech Official Code MARK07010 NFQ Level 07 ECTS Credit 05 Module Description The aim of this module is to develop students' knowledge and understanding of the marketing of services. Students will learn to take a systematic approach to services marketing issues and management processes in a variety of organisational contexts. Concepts and issues unique to the services sector will be emphasised in a format that encourages students to apply these concepts to practical marketing problems. Learning Outcomes On completion of this module the learner will/should be able to 1. evaluate the distinctive nature of services which demands a different marketing emphasis. 2. assess the role and importance of services in the Irish economy. 3. analyse how marketing can guide service providers in the business environments in which they operate. 4. analyse customer behaviour and assess a range of services from a customers perspective. 5. analyse the management decision processes involved in services marketing. 6. apply a structured and practical approach to solving services marketing problems. Teaching and Learning Strategies Assessment Strategies Assessments will be designed to encourage effective learning and measure progress towards the attainment of intended learning outcomes. In the continuous assessment, students will evaluate market opportunities, apply appropriate marketing theory and take a structured approach to solving services marketing problems. Module Dependencies Prerequisite Modules

3 Page 2 of 5 Corequisite Modules Incompatible Modules Indicative Syllabus The Nature of Services and the Service Economy Definition and unique characteristics of services; the importance of services and evolution of service oriented economies; Ireland's service economy; emarketing and the service economy; distinctive characteristics of public and not-for-profit services; the services mix. Strategic Choices Forces driving change in the service sector, alternative growth and development strategies; segmentation in service markets; targeting and positioning of services. Customer Behaviour in Service Encounters Customer behaviour and risk taking in different types of services; customer decision making process. Service Quality Assessing and shaping client expectations; internal marketing to service providers; setting quality standards for services; relationship marketing; managing customer information; the use of new technologies in improving service quality. The Service Product Service range policy; core and satellite services; new service development; customising the service; people as part of the product; the importance of efficient processes; the role of physical evidence. Service Marketing Operations Managing supply and demand; importance of site location; intermediaries and trends towards disintermediation; impact of emarketing on service distribution; promotion in services; on-line and off-line promotional mix. Pricing Difficulties in pricing services; strategic and tactical pricing; price setting factors; using price to smooth demand; alternatives to price competition; impact of emarketing on pricing of services. CourseWork / Assessment Breakdown CourseWork / Continuous Assessment 30 %

4 Page 3 of 5 End of Semester / Year Formal Examination 70 % Coursework Assessment Breakdown Description Outcome Assessed % of Total Assessment Week Project 1,3,4,5,6 30 OnGoing End Exam Assessment Breakdown Description Outcome Assessed % of Total Assessment Week Final Exam 1,2,3,4,5,6 70 End of Term ACCS Mode Workload Open Learning Mode Workload Distance Learning Mode Workload Part Time Mode Workload Full Time Mode Workload

5 Page 4 of 5 Lecture Flat Classroom Lectures 3 Weekly 3.00 Total Average Weekly Learner Workload 3.00 Hours Online Learning Mode Workload Module Resources Module Book Resources MAIN TEXT: Lovelock C., Wirtz A., People, Technology, Strategy: Global Edition,7th ed. Prentice Hall 2011 SUPPLEMENTARY READING: Wilson, A., Zeithaml, V., Bitner, M.J., Gremler, D.,(2012) : Integrating Customer Focus across the Firm, 2nd European edition; McGraw Hill. Palmer A., (2011) Principles of services marketing 6th ed. McGraw Hill. Lucas, R., (2011) Customer Service Skills for Success, McGraw Hill. Dibb, Simkin, Pride and Ferrell. (2012) Marketing: Concepts and Strategies 6th Ed. Boston. Houghton Mifflin. Kotler, P. Armstrong G.,(2012) Principles of Marketing. 14th Ed. London: Prentice Hall Europe. Kotler, Keller, Brady, Godman and Hansen, (2012) Marketing Management: Second European Ed.,2/E Jobber, D., Ellis-chadwick (2012) Principles and Practices of Marketing. 7th Ed. London: McGraw Hill. Module Alternate Book Resources Module Other Resources Module URLs Additional Information Approval Information

6 Page 5 of 5 School Approval by Nicola Griffin on Academic Council on Programme Membership Code Intake Year Programme Title GA_BBUSC_B Bachelor of Business GA_KDMSC_H Bachelor of Science (Honours) in Digital Media and Society GA_BBUSC_B Bachelor of Business in Business GA_KDMSC_H GA_BBUSI_B Bachelor of Business Bachelor of Science (Honours) in Digital Media and Society GA_BBUAC_H Bachelor of Business (Honours) GA_BBUSC_B Bachelor of Business GA_KDIGI_H Bachelor of Science (Honours) in Digital Media and Society