MKTG08022 2016 Services Marketing Management 1

General Details

Full Title
Services Marketing Management 1
Transcript Title
Services Marketing 1
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
08 - NFQ Level 8
05 - 05 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 SG_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages SG_BTOUR_K08 202100 Level 8 Honours Degree Add-on in Tourism with Event Management SG_BBUSI_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BBUSI_H08 202100 Bachelor of Business (Honours) in Business L8 (Ab-initio) SG_BFINA_H08 202100 Bachelor of Business (Honours) in Business in Finance and Investment SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BINTE_H08 202100 Bachelor of Business (Honours) in International Marketing and Languages SG_BBMTS_K08 202100 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BFINV_K08 202100 Bachelor of Business (Honours) in Business in Finance and Investment Stream(Add-on) SG_BGENE_K08 202100 Bachelor of Business (Honours) in Business in General Stream (Add-on)

There are no such things as product or service industries.  All industries are part product and part service. We are all in service. Competitive advantage is increasingly service-based.  As technology becomes more uqbiquitous and customers expectations rise, issues of service delivery and service quality are pushed to the fore.  To survive in the long term, organisations are going to have to invest in strategies that help meet or exceed their customer expectations. This module explores the methods by whcih service quality and customer satisfaction can be used as profit-generating tools in all organisations.

Learning Outcomes

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


Assess the unique characteristics of services orgnanisations and service elements within any business and the associated challenges they present


Distinguish between poor and excellent service from a customer and organisation perspective


Analyse, interpret and recommend actions that facilitate customer satisfaction in services  


Appraise and evaluate models of Service Quality


Develop and design guidelines for managing the service elements of an organisation

Teaching and Learning Strategies

Traditional lecture and tutorial class.  The purpose fo the traditional lecture is to  deliver the theory in an apporpriate manner. The purpose of the tutorial is to examine the students understanding of the theory learned, the applicability of the theory as well as ensuring that reading and discussion of the service marketing articles is taking place.  The tutorials also allow for the investigating of real servcie marketiing problems and solutions.   The lecture should have the full class present, but the tutorial will have smaller numbers to allow for greater participation, discussion and feedback.

Module Assessment Strategies

One assessment is given to the students.  This can be an analysis of a service organisation, a service diary, a topic from the literature coupled with a role play or a case study.  A presentation may or may not be required.

This should be done as a group project.  This will also test their ability to function as part of a team.

Repeat Assessments

An appropriate repeat assessment will be given to the student should they fail or are unable to complete it the first time.

Indicative Syllabus

The unique characteristics of services and services marketing

The Gaps Model of service quality

Consumer behaviour in services, consumer expectations and perceptions

Research methods for services

The traditional marketing mix and its' application in service businesses

The extended marketing mix of Process, people and physical evidence

Building customer relationships

Service failure and recovery




Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Assessment Continuous Assessment Assessment 30 % Week 8 2,3,5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Exam Final Exam Closed Book Exam 70 % End of Semester 1,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 2 Weekly 2.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2012 Services Marketing McGraw Hill Higher Education
ISBN 007108696X ISBN-13 9780071086967

Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. This edition focuses on knowledge needed to implement service strategies for competitive advantage across industries. In addition to standard marketing topics (such as pricing), this text introduces students to entirely new topics that include management and measurement of service quality, service recovery, the linking of customer measurement to performance measurement, service blueprinting, customer cocreation, and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. Each of these topics represents pivotal content for tomorrow s businesses as they attempt to build strong relationships with their customers.

Module Resources

URL Resources to access articles to access reading list - for the marketing profession in Ireland


Other Resources

Case Studies

Journal Articles

 A reading list will be made available to students consisting of articles from HBR, MIT Sloan Management Review, Irish Marketing Review, McKinsey and Science Direct. These articles are read prior to tutorial classes and discussed during the tutorial class.

Pod casts and online videos will be used where appropriate

Additional Information

Students are expected to access extra material - short articles, videos etc on moodle in their own time.  Reading of the articles provided is crucial to the module.