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Parent Programme
Bachelor of Business
MODULE NFQ
Level 7
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
Services Marketing (Elective)
Reference Code: 712
STAGE
Year 3
Spring Semester 2
12 Weeks Full-Time X 2.5 Hours per week
12 Weeks Part-Time X 1.5 Hours per week

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Apply the key characteristics of services and how they, in particular, contribute to services marketing strategies.
LO 2
Critique both the concept and the relevance of the key academic models in services marketing in creating a competitive advantage for the organisation
LO 3
Critique the key issues and challenges for services marketing in current hyper-competitive business environments, referring to traditional and cloud based operations.
LO 4
Assess the impact of both micro and macro environmental forces on the services marketing strategy of the organisation
LO 5
Assess the importance of delivering service quality to ensure customer retention.

Assessment

MIMLOs
Assessment
Percentage
LO3
Individual Project (1)
20%
LO4
Individual Project (2)
20%
LO1, LO2, LO3, LO5
Final written examination
60%

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 and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Services Marketing (Elective)

Aims & Objectives

This module aims to provide learners with a focused understanding of the marketing function within a services context.  Given the significant rise of services to become a dominant sector of many developed economies, and its increasing importance in developing and emerging economies, a specific focus on the services context was deemed appropriate, given that many learners on this programme are highly likely to gain employment in this broad sector. Thus, this module aims to enable learners to apply services marketing concepts, to the services sector.

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