Module Delivered in
| Short Title: | Services & Business Marketing |
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| Full Title: | Services & Business Marketing |
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| Description: | This module aims to provide students with a comprehensive understanding of the marketing implications of operating in both services and business-to-business markets |
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| Learning Outcomes: |
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| On successful completion of this module the learner will be able to | - Describe the nature and characteristics of services and business marketing
- Identify the adaptation of marketing practices that may be required for services and business-to-business enterprises
- Evaluate the role of marketing in service and business-to0-business organizations
- Assess the strategic and management issues relevant to successful marketing practice in services or business-to-business organizations
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Module Content & Assessment| Content |
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Introduction (25%) The nature and characteristics of services and business markets. The importance of services to the Irish economy. Frameworks for understanding services and business marketing. Differences between services and business market. Ethical considerations Services and Business-to-Business Buying processes (25%) Understanding the consumer’s experience of services. Designing and delivering services. The nature of organizational buying. The buying centre, factors affecting buying decisions, the purchasing professional, models or organizational buying, customer relationship management Marketing Mix Decisions (25%) Developing product strategies, building added value, managing technology and innovation. Formulating a pricing policy, pricing objectives and approaches. Formulating channel strategy, channel participants, channel design and management, channel logistics. Formulating a promotion strategy, the use of each promotion mix element and the special role of the sales force. The management of service personnel. The role of internal marketing. Operational Management Decisions (25%) Managing capacity and demand. Strategies for capacity constrained organizations, adapting to fluctuating demand patterns, yield management. Managing quality, achieving quality standards, improving quality, application of TQM, adding value through quality, quality measurement and customer satisfaction, the use of SERVUAL
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| Assessment Breakdown | % |
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| Course Work | 30% | | End of Semester Formal Examination | 70% |
| | Outcome addressed | % of total | Assessment Date |
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| Formal End-of-Semester Examination | 1,2,3,4 | 70% | Semester End |
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| Coursework Breakdown |
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| Type | Description | Outcome addressed | % of total | Assessment Date |
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| Continuous Assessment | The continuous assessment will take the form of a group project which involves researching, analyzing and presenting a theoretical and practical assessment of either services or business-to-business markets from the perspective of one marketing mix element (product, price, place or promotion). | 2,3 | 30 | n/a |
IT Tallaght reserves the right to alter the nature and timings of assessment Module Workload & Resources| Workload | Full-time |
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| Type | Description | Hours | Frequency | Average Weekly Learner Workload |
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| Lecture | Class Based Instruction | 3 | Every Week | 3.00 | | Total Weekly Learner Workload | 3.00 | | Total Weekly Contact Hours | 3.00 |
| Resources |
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| Recommended Book Resources |
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- Palmer, A. 2004, Principles of services Marketing, 4th ed Ed., McGraw Hill London
- Dwyer, F.R. and Tanner, J.F. 2006, Business Marketing: Connecting Strategy, Relationships and Learning, McGraw Hill London
- Anton, J. and Petouhoff, N. 2002, Customer Relationship Management, the bottom line to optimizing your ROI, Pearson New Jersey
| | Other Resources |
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- Various: Video and Case Studies
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