Module Title:Services Marketing
Credits: 10
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: The learning outcomes detailed above will be achieved through the following teaching methodologies; • Lectures: communication of knowledge and ideas from lecturer to student. Students will be encouraged to engage in active discussion of the material during lectures. • Problem Solving Exercises; Students will be working in small team on an assigned project. They will apply the theory to their project on a topic by topic basis. They will also be given mini case studies where application of the theory will be demonstrated. • Class Discussion / Debate; All classes will involve active engagement and discussion with the material. • E- Learning; There will be on-line learning materials provided. • Self Directed Independent Learning; Students will produce a plan for an assigned service company. This will require independent learning. It will develop their research, project management, written and oral communication skills.
Module Aim: The course aims to provide the student with an understanding of the unique challenges of managing & marketing services and to provide them with the knowledge to identify, analyze and solve problems encountered in this area. The attraction, retention and building of strong customer relationships through quality service are at the heart of the course content.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Distinguish between services marketing and product marketing and identify commonalities and differences
LO2 Evaluate the ‘moment of truth’ for a service company and suggest solutions
LO3 Determine the elements of an effective services marketing mix: - the original 4P’s plus the additional physical environment, processes and people
LO4 Evaluate the ‘services marketing mix’ for a service company and make recommendations as to how it could be marketed more effectively
LO5 Discuss the components of an effective Service Quality Information system.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Introduction to Services Marketing
An examination of the characteristics of services. Overview of the resulting marketing implications and challenges. Classification schemes for services.
Understanding the Service Experience
2.1 The Moment of Truth: The Servuction System, Dramaturgy Concept, 2.2 Managing Customer Care: A practical guide. 2.3 Service Quality: Dimensions of Service Quality. Measurement of Service Quality. Servqual. Service Quality Information Systems.
Service Buying Behaviour
Understanding the decision making process of the service consumer
The Services Marketing Mix
4.1 Physical Evidence: an employee and customer perspectives 4.2 Process: Service Design, Queue Mgt. 4.3 People: Human Resources within services, 4.4 Pricing. 4.5 Services Marketing Communications. 4.6 Distribution of Services 4.7 Service Brand Management: Service Positioning & Targeting, Developing the brand, Developing the portfolio of Services.
Relationship Marketing
Assessment Breakdown%
Continuous Assessment10.00%
End of Module Formal Examination60.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Case Studies Case Studies/ Essay ( Individual) 1,2,3,4,5 10.00 n/a
Project An analysis of a service company./ ‘Mystery Shopper’ ( Group 2,3,4 30.00 n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5 60.00 End-of-Semester

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Every Week 4.00
Total Hours 7.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHIBU_B Bachelor of Business ( Honours) in International Business 4 Elective