This module aims to provide students with a comprehensive understanding of the marketing implications of operating in both services and business-to-business markets
Introduction (25%)
The nature and characteristics of services and business markets. The importance of services to the Irish economy. Frameworks for understanding services and business marketing. Differences between services and business market. Ethical considerations
Services and Business-to-Business Buying processes (25%)
Understanding the consumer’s experience of services. Designing and delivering services. The nature of organizational buying. The buying centre, factors affecting buying decisions, the purchasing professional, models or organizational buying, customer relationship management
Marketing Mix Decisions (25%)
Developing product strategies, building added value, managing technology and innovation. Formulating a pricing policy, pricing objectives and approaches. Formulating channel strategy, channel participants, channel design and management, channel logistics. Formulating a promotion strategy, the use of each promotion mix element and the special role of the sales force. The management of service personnel. The role of internal marketing.
Operational Management Decisions (25%)
Managing capacity and demand. Strategies for capacity constrained organizations, adapting to fluctuating demand patterns, yield management. Managing quality, achieving quality standards, improving quality, application of TQM, adding value through quality, quality measurement and customer satisfaction, the use of SERVUAL
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |