MKTG08011 2016 Services Marketing Management

General Details

Full Title
Services Marketing Management
Transcript Title
Services Marketing
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
08 - NFQ Level 8
10 - 10 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Emer Ward
Programme Membership
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

The application of service marketing knowledge in the real world is the emphasis of this module. It is 100% practical. It requires the student to work as part of a team in a PBL context. The aim is to develop a critical appreciation of services marketing as it pertains to real business activities.  It is expected that the student will focus on the development, design and marketing of a service idea or business.  It is based on obtaining both a strategic and operational mind-set to the development and marketing of a real idea.  It is incorporating the theory into the practice.

Learning Outcomes

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


Create a brand for the project with accompanying corporate logo and tagline


Work as part of a team - calling meetings, doing presentations, preparing documents and defending decisions


Desgin a service - undertaking research to aid in this


Evaluate and measure the apporpriateness of various marketing activities to ensuring your idea gets accepted and used


Engage in peer learning with class mates from other groups and engage with the lecturer with regard to feedback 

Teaching and Learning Strategies

Two lecture hours per week - the first one outlining what needs to be done in groups each week.  The second providing feedback to entire class on work completed, problems that emerged and issues of concern.

Students will work in teams of three developing and marketing a service/idea.  It is expected that they will work in their groups independently of class time, where they will keep minutes and then during their one hour tutorial class they will present their work in progress in written as well as verbal form.  

A number of documents including a proposal, interim report and final report as well as weekly one page task documents will have to be completed. Peer review and lecutrer feedback will be provided in the one hour tutorial and a plan for the following week will be agreed.  

Module Assessment Strategies

Proposal document and presentation 15% (Group mark)

Weekly task documents, presentations, participation and discussion 10% (Presentations and participation are marked individually)

Interim report and/or presentation 15% (Group mark)

Final business report 60%  (Group mark)

Indiviual reflective learning logs will be included in the final report

Repeat Assessments

A service audit on a business of their choice or something comparable.  This would be an individual assessment.

Indicative Syllabus

Idea generation

Professional development - report writing and professional presentations, dealing with outside organisations, conducting research

Team work

Corporate image 

How to design a service - mapping, blueprinting, customer journeys etc

Benefit analysis

Marketing communciations methods

Event managmement

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Group PBL assignment Project Assignment 100 % OnGoing 1,2,3,4,5

Required & Recommended Book List

Recommended Reading
2007-02-27 Service Management and Marketing: Customer Management in Service Competition Wiley
ISBN 0470028629 ISBN-13 9780470028629

"Professor Gronroos presents the most scholarly and provocative examination of services marketing. This book will challenge companies to rethink how they should manage their services in building their competitive strength and profitability. Gronroos continues as one of service marketing's most original and able thinkers." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing J.L. Kellogg School of Management, Northwestern University "Christian Gronroos is a globally recognized expert on services management and marketing. His innovative thinking and writing in this book offer fresh insights on this timely topic." -Stephen W. Brown, PhD, Carson Chair, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University "After three decades of contributions to services, Gronroos keeps pioneering the field. In this new edition he recognizes the dramatic changes in the perception of service that are in the making. It is a creative book which does not just list various service issues but adds the author's personal touch to each of them." -Professor Evert Gummesson, Stockholm University School of Business, Sweden This fully updated third edition examines customer management in service competition and focuses on adopting a service logic in marketing. Christian Gronroos explains how to manage any organization as a service business, showing how to move closer to current and future customers. The service logic is all about customer focused management and service management, using current academic research and business practice to make organizations more successful. Topics that have been updated for the new edition include:* Service and relationship perspectives* Service and relationship quality* Service management principles* Profitability and productivity in services* Integrated marketing communication* Relationship communication and branding in services* Internal marketing and service culture* Why and how to transform a product-manufacturing firm into a service business

Recommended Reading
2012-10-18 Essentials of Services Marketing (2nd Edition) Pearson Education
ISBN 9810686188 ISBN-13 9789810686185

Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids

The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts.

Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts.

Make it easy for students to relate: Cases and Examples written with a Global Outlook

The first edition global outlook is retained by having an even spread of familiar cases and examples from the worlds major regions: 40% from American, 30% from Asia and 30% from Europe.

Help students see how various concepts fit into the big picture: Revised Framework

An improved framework characterized by stronger chapter integration as well as tighter presentation and structure.

Help instructors to prepare for lessons: Enhanced Instructor Supplements

  Instructors Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions.

  Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts.

  Test Bank: Updated Test Bank that is Test Gen compatible.

  Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer.

  Case Bank: Cases can be in PDF format available for download as an Instructor Resource.

Module Resources

URL Resources

All relevant material will be uploaded to the lecturer's moodle page

Other Resources