Module Information

Module Identifier
DS32620
Module Title
Marketing of Services
Academic Year
2025/2026
Co-ordinator
Dr Pauline Rafferty
Semester
Distance Learning
Reading List
View example reading list on Aspire
Other Staff
 

Course Delivery

 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment 1500 word Report and 10 minute Powerpoint Presentation  50%
Semester Assessment Report of 2,500 words  50%
Supplementary Assessment 1500 word Report and 10 minute Powerpoint Presentation  50%
Supplementary Assessment Report of 2,500 words  50%

Learning Outcomes

On completion of this module, students should be able to:

  • Define marketing in the service environment

* Critically appraise differing paradigms in relation to services marketing theory

* Describe and discuss the characteristics of services and the services marketing mix

* Assess service strategies and customer expectations of service

* Evaluate means of building and sustaining customer relationships

* Critically assess service accessibility issues, especially in relation to e-marketing of services

* Evaluate internal marketing strategies

* Describe and discuss the concept of brands and image in the service sector

* Critically appraise means of managing service delivery

* Discuss the nature of competition

Brief description

Topics to be covered in the module are as follows:

-Definitions of marketing
-Transaction versus CRM
-Characteristics of services
-Services marketing mix
-Service offer, strategies, positioning and targeting
-Customer behaviour
-Market research and customer expectations of service
-Building and sustaining customer relationships
-Service accessibility issues, especially in relation to the Internet and e-marketing
-Quality issues
-Internal marketing strategies
-Brands and image
-Communication
-Competition

Content

Topics to be covered in the module are as follows:

-Definitions of marketing
-Transaction versus CRM
-Characteristics of services
-Services marketing mix
-Service offer, strategies, positioning and targeting
-Customer behaviour
-Market research and customer expectations of service
-Building and sustaining customer relationships
-Service accessibility issues, especially in relation to the Internet and e-marketing
-Quality issues
-Internal marketing strategies
-Brands and image
-Communication
-Competition

Module Skills

Skills Type Skills details
Communication A 2,500 word report which must be of a professional standard forms an element of the assessment for this module.
Information Technology Students will be expected to prepare a professional standard report using appropriate software. In addition, most of the set texts have student website access via the publisher, and they will be expected to develop their knowledge via their interactive use of such sites.
Problem solving Case studies will form part of the materials for the module, and students will be expected to work through problem scenarios.
Research skills The report must be based on the student?s experience within their own organisation, and will require them to collect data, analyse this and present it appropriately.
Subject Specific Skills All DL students are in employment; the skills learned during this module may improve their career prospects, as marketing is a key requirement of the professional accreditation body?s professional chartership process.

Notes

This module is at CQFW Level 6