Short Title:Prof Services Marketing
Full Title:Prof Services Marketing
Module Code:MKTG H4002
NFQ Level:8
ECTS Credits:5
Description:Module Aims: This module aims to examine the concepts and applications of service marketing within the delivery of professional services. It uses a combination of text concepts, application processes and case analysis to develop decision making processes and apply them to business situations. Specifically it aims to give students a ability to comprehensively analysis and understand the underpinnings of service delivery.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Describe the nature and characteristics of services
  2. Apply the principles of services marketing in a professional service context
  3. Identify that the adaptation of marketing practice that may be required for services
  4. Critically evaluate the components of the services marketing mix

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change)
  • Introduction: (25%)
    The nature and characteristics of services; The importance of services in the Irish economy; Frameworks for understanding services marketing; The services marketing environment: Overview of Micro and Macro forces for professional services; Understanding the customer experience; Designing and delivering services; Measuring productivity for services; Market research for services; SERVQUAL
  • The Services Marketing Mix: (25%)
    Creating and delivering the service product; Pricing decisions; Promotion and communication; Place decisions; E commerce; The management of service personnel; Internal Marketing; Financial Services Marketing; perspectives and cases in financial services marketing
  • Managing Service Quality: (25%)
    Achieving service quality; improving service quality; application of TQM; Adding value through service quality;
  • Strategy and Integration: (25%)
    Competitive positioning of services; Synergy in service operation; Corporate culture and services; Implementing service marketing strategies; Developments in Services Marketing – internationalization; franchising; ethical issues
Assessment Breakdown%
Course Work40%
End of Semester Formal Examination60%
 Outcome addressed% of totalAssessment Date
Formal End-of-Semester ExaminationNone60%Semester End
Coursework Breakdown
TypeDescriptionOutcome addressed% of totalAssessment Date
Continuous AssessmentThe balance of the marks will be assessed by project or essay which will typically require students to use learning in a ‘real world’ situation.40n/a

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload & Resources

This course has no full time workload.
Required Book Resources
  • Palmer, A 2004, Principles of Services Marketing, 4th Ed., Mc Graw Hill London
Recommended Book Resources
  • Kasper H., Van Helsdingen, P. , Gabbott, M 2005, Services Marketing Management, 2nd Ed., Wiley
  • Meidan, A., Lewis, B. & Moutinho, L., 1997, Financial Services Marketing,, Dryden New York
  • Rogan, D., 2003, Marketing : An Introduction for Irish Students, 2nd Ed., Gill & Macmillan, Dublin
Other Resources
  • n/a: Case studies, Powerpoint presentations, Lecture notes, Academic articlesn/a