Module title: Services Marketing

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08107
Module leader: Vandana Pareek
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

There are no pre-requisites for this module to be added

2019/0, Trimester 2, Face-to-Face,
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Vandana Pareek
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
LO1: Evaluate the foundations for services marketing in terms of the characteristics of services and the main conceptual and theoretical frameworks for services marketing, service quality and its management (L,T, CD & GA)
LO2: Understand customer perceptions, expectations of and behaviour in services, specifically in terms of customer-defined service standards (L,T, CD, DR & GA)
LO3: Analyse employees’ and customers’ roles in service delivery (L, T, CD & DR)
LO4: Comprehend the concept of service recovery and evaluate its related challenges (L, T, CD & DR)
LO5: Identify and apply integrated services marketing communications (L, T, CD & GA)
*L: Lectures, T: tutorials, DR: direct reading tasks, CD: class discussion, GA: group assignments



Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
Assessment will be through group assignment and presentation (40%) and a final exam (60%), hence an overall worth of 100%.

Groups of students will choose one of these different contexts/sites/categories: Restaurant, Hotel, Museum, Retail Store, Shopping Mall to visit and: 1-Analyse with the objective of evaluating the existing marketing strategy, physical evidence, marketing communication alongside other theoretical aspects taught in class. 2-Develop a set of detailed recommendations drawing on class material and textbook, how they believe this category/context/site could improve its value proposition and make it more appealing in the future
Students will have to present their plan before proceeding with the group assignment to get a constructive feedback and earn the group presentation grade allocated within the overall assessment.


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Tutorial 12
Independent Learning Groupwork (Independent Study) 82
Independent Learning Guided independent study 82
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 15 1,2,5 4 HOURS= 0.2, WORDS= 0
Project - Written 25 1,2,5 8 HOURS= 0, WORDS= 1500
Centrally Time Tabled Examination 60 1-5 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

This module specifically explains what services are, identifies important trends in services, and introduces the expanded marketing mix for services and the philosophy of customer focus. The module also approaches customer expectations of service, their defined service standards and how physical evidence and service design are superordinate when it comes to customers’ expectations and likewise perceptions of focal services. The module also demonstrates the importance of creating a service culture by providing excellent service to both internal and external customers.
The module also discusses the nature of customer complaints and presents strategies for effective service recovery, together with examples of what does and does not work. Finally, the modules approaches service communication challenges and explains the concept of integrated service marketing communications considering ways to integrate marketing communication in service organisations.

Learning Outcomes for module:

LO1: Evaluate the foundations for services marketing in terms of the characteristics of services and the main conceptual and theoretical frameworks for services marketing, service quality and its management
LO2: Understand customer perceptions, expectations of and behaviour in services, specifically in terms of customer-defined service standards
LO3: Analyse employees’ and customers’ roles in service delivery
LO4: Comprehend the concept of service recovery and evaluate its related challenges
LO5: Identify and apply integrated services marketing communications

In addition to the learning outcomes, you will acquire skills and other attributes within this module’s lectures, tutorials, direct reading tasks, class discussion and group assignments such as:
Critical assessment of theoretical tenets of course
Cognitive abilities and non-subject specific skills
Discussion skills
Application skills
Library skills
Structure and communicate information effectively

Indicative References and Reading List - URL:

Please contact your Module Leader for details
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