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Parent Programme
Bachelor of Business Level 7 NFQ
NFQ Level & Reference
Level 7 / Ref: M3.12
Duration
12 Weeks X 2.5 Hours per week
MODULE TITLE
Services Marketing (Elective)
STAGE
Award
Module Credit Units
ECTS: 5

Services Marketing Module

Introduction

This Services Marketing module will provide learners with the specialised knowledge and skills to handle the unique challenges and opportunities in the global services sector. Unlike tangible products, services are often experiential and involve direct interactions between the service provider and the customer. The course highlights the importance of marketers being flexible and adjusting their strategies to effectively reach and engage customers.

Indicative Syllabus Content

Learners taking will gain a thorough understanding of the complexities and strategies involved in services marketing in today's dynamic business environment

Defining Services Marketing

  • Historical development of services marketing
  • The services marketing concept, selling, and production orientations
  • The changing marketing landscape
  • The 7Ps of marketing

The Characteristics of Services Marketing

  • Identifying the four key characteristics of services marketing
  • Understanding their role in differentiating product marketing from services marketing

Service Quality Management

  • Relevance of service quality to ensure repeat business from the B2C consumer
  • Introduction to ServQual and Dimensions quality model
  • Overview of the GAPS model of service quality

The Service Package Model of Service Experience

  • Exploring the service experience process
  • Identifying fail points at the four critical stages of a service experience

The Product Service Continuum

  • Identifying the level of intangibility in the service event

Buyer Behaviour and Understanding the Service Experience

  • Consumer and Organisational buying decision processes
  • Factors influencing the buying decision process
  • Introduction of the Zone Tolerance and managing its impact
  • Addressing the different customer profiles due to the growth in the Cloud sector

Service Design and Service Processes

  • Designing a service and creating a blueprint
  • Managing key types of fail points

How do you promote a Service in an AI-driven marketplace?

  • Services promotions mix
  • The communications process
  • Role of an Integrated Marketing Communications Plan
  • Marketing online services
  • Harnessing AI advantages and disadvantages

Servicescape, how a technology-driven environment needs to adapt

  • Understanding the role of the physical environment in which the service is delivered
  • Avoidance and Attraction strategies

How will the emerging Sustainability and Circular Economy legislation impact the global Services Industry, and what are the implications for Services Marketing strategy delivery

  • Exploring the impact of sustainability legislations and the Circular Economy on the global Services Industry
  • Analysing the implications for Services Marketing strategy delivery

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
MIMLO1
Apply the key characteristics of services and how they, in particular, contribute to services marketing strategies.
MIMLO2
Assess the impact of both micro and macro environmental forces on a services marketing strategy of any services organisation.
MIMLO3
Critique the concept and the relevance of the vital academic models in services marketing.
MIMLO4
Critique the key issues and challenges for services marketing in hyper-competitive business environments, contrasting traditional marketing and cloud-based operations.
MIMLO5
Assess the importance of delivering service quality to ensure customer retention.

Assessment

MIMLOs
Assessment
Percentage
1, 2, 3, 4, 5
CA 1 - Individual Project
Total 100%
CA 2 - Group Report and Presentation
All Assessments

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board Meeting and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Aims & Objectives

This module aims to provide learners with a focused understanding of the marketing function within a services business environment. Given the significant rise of the services industry to become a dominant sector in many developed economies (particularly in Europe) and its increasing importance in developing and emerging economies, a specific focus on the services context is deemed appropriate, given that many students on this programme will likely gain employment in this wide-ranging sector.  it will enable learners to apply services marketing concepts, to the services sector.

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