MKTG06060 2016 Communications and customer care for marketers

General Details

Full Title
Communications and customer care for marketers
Transcript Title
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Lisa Dunne
Programme Membership
SG_BMARK_C06 201600 Higher Certificate in Business in Marketing SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BDIGI_B07 201900 Bachelor of Business in Digital Marketing SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

The module facilitates the learner to develop effective communication, interpersonal and customer service skills.

Learning Outcomes

On completion of this module the learner will/should be able to;


Understand the principles of customer service


Demonstrate customer care skills


Create and deliver examples of interpersonal communication skills


Develop and demonstrate key oral communication skills

Teaching and Learning Strategies

Active and collaborative learning with the use of lectures, case studies and role plays.  Open discussion in class.

Module Assessment Strategies

100% continuous assessment.  A mixture of group and individual continuous assessment.  A combination of different assessment methods i.e. oral presentation, diary writing, case study, role play.

Repeat Assessments

Diary writing

Case study

Indicative Syllabus

Principles of customer service

Customer care practice

Oral communication skills

Interpersonal communication development


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Case study Continuous Assessment Group Project 25 % Week 3 1
2 Customer care role play Practical Practical Evaluation 25 % Week 6 2,4
3 Diary writing Continuous Assessment Individual Project 25 % Week 9 1
4 Oral presentation Practical Performance Evaluation 25 % Week 12 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 2 Weekly 2.00
Tutorial Flat Classroom Tutorial 2 Weekly 2.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
Communication for Business Gill & Macmillan
ISBN 0717144550 ISBN-13 9780717144556
Recommended Reading
2012-02-17 Customer Service in Ireland Gill & Macmillan Ltd
ISBN 071715260X ISBN-13 9780717152605

Updated edition of this popular text introducing the fundamental principles and concepts of customer service and presenting them in an Irish context. * New to this edition: * DX Ireland customer service case study * The impact of technology on customer service * The value of nurturing customer trust and loyalty. * Role play guidelines and exercises prompt students to engage in and practise the principles of customer service. * Develops the skills to deliver good customer care, meet customer needs and effectively deal with customer complaints. * Leads to an understanding of the role of customer service in organisational effectiveness. * Presents Irish consumer legislation throughout and includes the rights of the individual where relevant. * Guides the student through the preparation and implementation of a customer care plan. * Includes sample FETAC Level 5 exam papers, general exam questions and exercises. WRITTEN FOR: Any course where FETAC Level 5 Customer Service or Level 6 Customer Care is a module.

Recommended Reading
2003-01-31 Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers Wiley
ISBN 0471237744 ISBN-13 9780471237747

In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.

Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.

A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.

Recommended Reading
2011-12-15 The Customer Experience Revolution: How Companies Like Apple, Amazon, and Starbucks Have Changed Business Forever Raphel Marketing
ISBN 098266446X ISBN-13 9780982664469

The customer experience revolution has begun and it is changing the way the best companies do business. In the new book, "The Customer Experience Revolution: How Companies Like Apple, Amazon, and Starbucks Have Changed Business Forever," Jeofrey Bean and Sean Van Tyne describe the power of providing an extraordinary customer experience. Using examples from companies that understand CX (customer experience), they show how and why these companies are creating great experiences for their customers. From Apple, Amazon, Starbucks, and Intuit to smaller companies like LPL Financial, Square, and EMN8, you ll see how companies are achieving success with their focus on customer experience. Customer experience goes beyond branding, marketing, and customer service. It is more than products, features, and management. The book tells today s company what makes a business profitable in this new century. The twelve essentials for creating great customer experience cannot be ignored. Expectations among consumers have risen. You need to be part of the customer experience revolution or your company will be left behind.

Recommended Reading
2010-03-02 Do You Want to Keep Your Customers Forever? (Harvard Business Review Classics) Harvard Business Review Press
ISBN 142214027X ISBN-13 9781422140277

This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a "learning relationship." Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.

Recommended Reading
2010-07-18 Five Star Service: How to deliver exceptional customer service (2nd Edition) (Prentice Hall Business) FT Press
ISBN 0273734385 ISBN-13 9780273734383

This is the book that will show you how to ensure customers are raving about your products and services and come back for more.

Five Star Service 2nd edition is an easy read, high impact title from the bestselling author of How to Be Brilliant, Michael Heppell. In this book he gives you over 100 instant tips, 50 examples of the best practices, over a dozen brand new techniques and multiple strategies to equip you with a winning edge to knockout your customers and help you

        Delight your customers every time

        Deliver remarkable results that will keep them coming back for more

        Win more customers without spending a fortune

        Get repeat orders and referrals from everyone you encounter


Whether its studying the Disney parking system or enrolling students at college; going behind the scenes in the worlds top hotels or becoming the office hero, Five Star Service will show you how to wow your customers, colleagues and cohorts.

Recommended Reading
2004-12-17 Building Great Customer Experiences, Revised Edition Palgrave Macmillan
ISBN 1403939497 ISBN-13 9781403939494

This is an updated edition of the bestselling book by Colin Shaw and John Ivens about building and delivering great customer experiences--something far too many companies neglect. The authors show that physical execution and emotional impact of customer experiences may ultimately determine customer satisfaction and loyalty, as well as the commercial success of companies and brands. With the use of compelling examples and cases the authors show that this is key for all companies and organizations. In this revised edition they demonstrate that the customer experience has now become central to the agenda for many companies and organizations.

Module Resources

URL Resources

Additional Information

Current consumer issues will be a key component of the module.