The services sector is the dominant force in economic and employment terms in all modern developed
economies. This module is designed as Part 1 of the year- long study of Services Marketing within the broader
study of Marketing. It will examine the major forces driving the dominance and structure of services within the
economy. Considers how the unique characteristics of service impact on how we market and manage a
service business and considers where similarity exists between goods marketing and the marketing of largely
intangible service experiences. The course will enable students to gain a deep insight into the particular
marketing and management challenges associated with the services sector and provide the knowledge and
understanding required to make appropriate responses to the major managerial issues encountered in service
sector organisations. It introduces the contemporary concepts within the field and strives to identify the
evolving nature of service provision within an Irish and global context. Given the growth in services across the
world this specialist academic and practitioner knowledge is invaluable to the marketing graduates of the
future.
This course builds on the learning achieved in marketing, consumer behaviour studies, operations and human
resource management and introduces the student to the theoretical and practical knowledge base encountered
in the field of services marketing.
An Introduction to the Services Sector
Services in the Global Economy; Understanding the driving forces behind the growth in Service Economies and the role of Servitization and Information Technology in that Development;
Understanding Services
What is a services – and why does it warrant study? Unique characteristics and definition of services; service categories and the expanded marketing mix; service profit chain
Focus on People
Interconnection between staff and customers as co-creators; consumer behaviour models of consumption; search, experience and credence properties; the role and management of expectations
Developing New Service Propositions
Understanding segmentation, targeting and Positioning within services; developing new service propositions; flower of service; the function and use of Blueprinting and the design of
Expanded Marketing Mix for Services
Understanding the unique issues within the distribution and service delivery, pricing and revenue management and promotion of services and education of staff and customers using the communication mix.
The module will consist of weekly lectures and workshops with an emphasis on student participation and group discussion. Weekly student activities including digital based activities and presentations which will ensure that the module contains a significant element of active learning through the application of students’ own experience as a method of engaging with theory.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |