This module in Services Marketing focuses on the key issues/characteristics that differentiate services from products and the resulting management issues and challenges posed by such characteristics. The content is relevant to a broad spectrum of industries as most organizations use service and service components to differentiate themselves from competition – so effectively everyone is involved in service to some extent. This module is designed to provide students with a firm grounding in the application of marketing management techniques to all aspects of services. The module examines the service economy with particular emphasis on the Irish situation, the characteristics and classification of services, theoretical models of service, interactive marketing, customer care, services market segmentation, the services marketing mix, understanding service quality and internal marketing
The Nature of Services Marketing/Introduction to Services
The Marketing Mix & Integrated Communications Programmes
Customer Care and the Service Encounter
Service Employees - Internal Marketing & Empowerment
The Service Operation & Designing Services: Blueprinting
Relationship Marketing
An Introduction to Service Quality
An Introduction to Service Dominant Logic (SDL)
Emerging issues in Services Marketing; information technology and services-the impact of information technology on service delivery, encounters and relationships.
Lectures, case study analysis and presentation, as well as guest lecturers will be used to develop students’ awareness and understanding of the key issues.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |