| Module Title: | Marketing for Services |
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| 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.
• 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 services marketing 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 marketing service and to provide them with the knowledge to identify, analyze and solve problems encountered in this area. |
| Learning Outcomes |
| On successful completion of this module the learner should be able to: |
| LO1 |
Investigate the distinctive characteristics of service industries and the implications these characteristics have for marketing and managing services. |
| LO2 |
Critically evaluate the practical application of the service mix, recognising key concepts and frameworks of processes, practices and outcomes of service provision in the digital age. |
| LO3 |
Evaluate the ‘services marketing mix’ for a service company and formulate a Services Marketing Strategy. |
| Pre-requisite learning |
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
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| 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
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| No Co-requisite modules listed |
Requirements
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 |
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1. Introduction to Service Marketing
The Global Service Economy, trends and developments, Examination of the characteristics of services and the impact on the marketing of services, Overview of marketing implications and challenges. Classification of services, Conceptual frameworks –Services Marketing Triangle, Dramaturgy Metaphor, Servuction Model, The Extended Services Marketing Mix, CX defined and its strategic importance. The CX framework.
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2.Service Buying Behaviour
The Three stage model of service consumption, Understanding the decision making process of the service consumer in a digital era. Customer Journey.Customer Personaes.
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3. The Services Marketing Mix – 7 P’s
Product, Price, Promotion, Place, People, Process, Physical Evidence
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3.1 SERVICE BRAND MANAGEMENT
Service Positioning & Targeting, Creating the Service Experience, The Flower of Service model, Developing the brand, Developing the portfolio of Services.
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3.2 PRICING
Cost, Value and Competition based pricing, Price Bundling and Subscription based pricing.
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3.3 Integrated SERVICES MARKETING COMMUNICATIONS;
Challenges of promoting services, the extended communications mix for services, Ethics,
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3.4 PEOPLE (Employee Experience EX)
Service personnel as a source of customer loyalty and competitive advantage, the Service Profit Chain, Cycles of Failure, Mediocrity and Success in HR Management, Human Resource Management in Service Firms, Service culture, Integrating Marketing, Operations and Human Resources.
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3.5 PHYSICAL EVIDENCE
Optimal design from an employee and customer perspectives, SOR Model, Benchmarks and best practice.
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3.6 PROCESS
Fundamentals of optimal Omnichannel Service Design, Servuction Model, Design emotionally smart elements of CX/UX, Double diamond framework, Blueprinting and Customer Journey Mapping, Management of Supply & Demand, Queue Mgt (QX).
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3.7 PLACE
Distributing services through physical and electronic channels.
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| Assessment Breakdown | % |
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| Project | 100.00% |
| Project |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Project |
Services Marketing Audit & Assessment |
1,2,3 |
50.00 |
Week 11 |
| Project |
Service Marketing Strategy |
1,2,3 |
50.00 |
Sem 1 End |
| No End of Module Formal Examination |
SETU Carlow Campus 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 |
6.00 |
| Total Hours |
9.00 |
| Workload: Part Time |
| Workload Type |
Frequency |
Average Weekly Learner Workload |
| Lecture |
Every Week |
1.50 |
| Independent Learning |
Every Week |
7.50 |
| Total Hours |
9.00 |
Module Delivered In
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