MKTG08027 2016 Managing and Marketing Services

General Details

Full Title
Managing and Marketing Services
Transcript Title
Managing and Mkg Service
N/A %
Subject Area
MKTG - Marketing
BUS - Business
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_BFINA_K08 201600 Bachelor of Business (Honours) in Business in Finance Stream (Add-on) SG_BFINA_K08 202100 Bachelor of Business (Honours) in Finance Stream (Add-on)

This module aims to develop the learners knowledge on the key aspects of managing and marketing a service by understanding the total customer experience and applying that to the marketing of the business.

Learning Outcomes

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


Distinguish between marketing a product and marketing a service and the inherent challenges this poses


Evaluate the importance of customer expectations and perceptions in levels of satisfaction with a service


Question the role of different research methods in ascertaining customer expectations and perceptions


Analyse the importance of pricing and integrated marketing communications in managing customer expectations of service


Use different service quality models to interepret the importance of service marketing in a practical business setting

Teaching and Learning Strategies

The traditional lecture is used to convey the theory of services marketing.  The PBL approach is used for assessment.  This is delivered in a tutorial/small group setting.  The lecturers moodle page will also be a resource for students as it will have updated material, videos, pod casts and other relevant material that the student will be expected to use for independent learning.

Module Assessment Strategies

One formal written academic and practical report on a topic of their choice from the syllabus using the PBL approach. Where a proposal, weekly task documents and weekly short presentations take place.

Repeat Assessments

If a student fails the CA then they just repeat the CA and if they fail the exam then they repeat the exam only.  A repeat assessment worth 50% will be given to them.

Indicative Syllabus

1  The distinguishing characteristics of servcies and the resultant marketing problems - the extended marketing mix

2.  Understanding customer expectations and perceptions of service 

3.  Service quality models

4.  Appropriate research methods for service

5.  Causes of service failure and recovery strategies 

6.  Front line staff as sources of information on customer expectations

7.  Pricing of services

7.  Integrated marketing communications for services

8.  Managing demand and supply



Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 PBL assessment Continuous Assessment Group Project 50 % OnGoing 5

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam 2 Hour Final Exam Final Exam UNKNOWN 50 % End of Term 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Lecture 3 Weekly 3.00
Problem Based Learning Flat Classroom PBL Tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 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.

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.

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

Module Resources

URL Resources

Other Resources

Various Journal Articles and Case studies