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Services Marketing (EBMV341)
This module is presented as follows in 2024:
Syllabus
PURPOSE
To familiarise students with various aspects of services marketing and management with the objective of developing knowledge and competence in the identification, analysis and solution of problems encountered in these areas.
LEARNING OUTCOMES
Upon completion of this module, the student should be able to:
• Explain some of the unique challenges involved in the marketing and management of services.
• Distinguish between product and service characteristics and explain how these differences can be used to establish competitive advantage for a service organisation.
• Explain, with suitable examples, how the characteristics of service products impact on the service setting.
• Evaluate the role of marketing research in services design and other business functions in the context of effective, customised services marketing and delivery.
• Appraise key issues in service organisations such as managing supply and demand, relationship management and the overlap in marketing, operations and human resource systems.
• Develop and propose practical strategies for assessing service performance.
• Distinguish between different service types and draw implications for marketing strategy development.
• Relate organisational success to the role of internal marketing, relationship development, customer retention and service recovery.
• Describe selected tools and models managers employ to optimise customers’ perceptions of value, service quality and satisfaction.
• Apply the 7 P’s of the services marketing mix to develop a positioning strategy for a service organisation.
• Calculate the lifetime value (LTV) of a loyal customer.
• Apply the core strategies of the ‘Wheel of Loyalty’ to explain the development of a loyal customer base.
• Evaluate the role played by employees in service delivery, service quality and customer satisfaction.
• Analyse cases of typical services marketing problems and propose solutions.
• Demonstrate key service marketing workplace skills such as research, report writing, teamwork and meeting deadlines through team projects and cooperative learning activities.
CORE CONTENT
• New perspectives on marketing in the service economy.
• Consumer behaviour in a services context.
• The positioning of services in competitive markets.
• The development of core and supplementary elements of service products.
• The setting of prices and the implementation of revenue management.
• Channels of distribution of services.
• Promoting services and educating customers.
• The design and management of service processes.
• Improving service quality and productivity.
• Balancing demand and productive capacity.
• Crafting the service environment.
• Managing people for service advantage.
• Building and managing customer relationships and loyalty.
• Complaint handling and service recovery.
• Striving for service leadership.
Evaluation criteria
100% Continuous assessment:
• 2x Semester tests (Final mark weight = 40%)
• 2x Assignments (Final mark weight = 20%)
• End of module assessment (Final mark weight = 40%)
MODERATION
External.
Prerequisites
• Marketing Management (EBMV201)
Evaluation criteria
Evaluation criteria
100% Continuous assessment:
• 2x Semester tests (Final mark weight = 40%)
• 2x Assignments (Final mark weight = 20%)
• End of module assessment (Final mark weight = 40%)
Prerequisites needed for this module
- Marketing Management (EBMV201)