| Title: | Mg Creative Skills Service S. |
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| Long Title: | Managing Creative Skills: Service Sector |
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| Field of Study: |
Business & Management
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| Valid From: |
Semester 1 - 2019/20 ( September 2019 ) |
| Module Coordinator: |
DON CROWLEY |
| Module Author: |
ANGELA WRIGHT |
| Module Description: |
This module provides the student with a comprehensive understanding of the theory and practice of Service Marketing Management, and managing creative skills in this sector, specifically, the nature of services and the '8Ps' of Service Marketing. The module will develop the student's creative, analytical and evaluation capabilities in the Services sector area. |
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| LO1 |
Apply strategic innovative service marketing management concepts and approaches in service organisations. |
| LO2 |
Critically analyse the management of the service marketing function of a service organisation and recommend a viable strategic solution. |
| LO3 |
Critically assess the strategic marketing future of a service organisation. |
| LO4 |
Illustrate knowledge, creativity, comprehension and application of the taught theory while drawing on and integrating various concepts and functions previously studied. |
| LO5 |
Develop market based research and analysis which will be strongly supported by evidence, together with a convincing analysis of findings, with creative solutions that will contribute to the body of knowledge in the general area of the Service sector. |
| Pre-requisite learning |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
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Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list. |
| No incompatible modules listed |
Co-requisite Modules
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| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
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| No requirements listed |
Module Content & Assessment
| Indicative Content |
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Services in the Modern Economy
Strategic service marketing management in the international service economy,
the Irish service economy, the economic contribution of the service sector, the evolving environment of services, classifying the service sectors, characteristics of services and the implications on marketing strategy, the eight components of integrated service management. Managing service encounters, service encounters: differing levels of customer contact, the customer as co-producer, customer behaviour in the service environments.
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Service Marketing Strategy
Developing service offerings (core and supplementary services), The Flower of Service, Pricing and Demand: Revenue Management, Communication strategies for services, Service delivery issues, Internationalisation of services and service business, International distribution of services.
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Managing the Customer Interface
Designing and managing service processes (blueprinting), Productive Capacity Management, Demand Management, Queuing theory, Managing waiting lines and reservations strategies, Servicescape Design.
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Relationship Marketing and Customer Loyalty
Creating and maintaining valued relationships, lifetime value of a loyal customer, Customer Relationship Management (CRM), Developing Loyalty Programmes, Customer Retention as an indirect contribution to employee retention.
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Defection Management and Service Recovery
Customer Defection Management, Consumer Complaining Behaviour, Jay Customers, Customer Feedback Systems, Complaint Management and Service Recovery, Impact of Service Recovery efforts on Customer Loyalty, Developing Viable Service Guarantees.
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Managing People for Service Advantage
Service personnel as a source of customer loyalty and competitive advantage, the Service Profit Chain, Cycles of Failure, Mediocrity and Success in HR Management, Human Resource Management in Service Firms, Service culture, Integrating Marketing, Operations and Human Resources.
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Managing Service Quality
Managing service quality, designing and implementing quality systems, setting standards, measuring and improving quality, diagnosing failure, The economics of quality, The Gaps Model, quality measurement technologies, soft and hard service quality measures.
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| Assessment Breakdown | % |
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| Course Work | 100.00% |
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Presentation |
Students will work in groups on a group project (normally 4 people) that will assess the impact of Services Marketing on the Business sector. For the first part of this assessment, students, working in groups, will be required to present their working ideas through a class presentation, so as to get direction and feedback from the lecturer. |
1,2,3,4,5 |
15.0 |
Week 7 |
| Presentation |
For the final part of this assessment, students, working in the same groups, will be required to present their project findings and recommendations in class to the lecturer and the participating organisation. Students will also be required to write up their findings in the form of a report. |
1,2,3,4,5 |
70.0 |
Sem End |
| Reflective Journal |
Students will be required to work on and develop an individual reflective journal throughout the module. This will be a reflective piece of writing to aid the development of ideas and stimulate learning for the module. This should consist of approximately 5 pages. |
1,2,3,4,5 |
15.0 |
Sem End |
| No End of Module Formal Examination |
| Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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The institute reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
class based instruction |
2.0 |
Every Week |
2.00 |
| Independent & Directed Learning (Non-contact) |
Reading, research and case studies |
5.0 |
Every Week |
5.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
2.00 |
| Workload: Part Time |
| Workload Type |
Workload Description |
Hours |
Frequency |
Average Weekly Learner Workload |
| Lecture |
class based instruction |
2.0 |
Every Week |
2.00 |
| Independent & Directed Learning (Non-contact) |
Reading, research and case studies |
5.0 |
Every Week |
5.00 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
2.00 |
Module Resources
| Recommended Book Resources |
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- Lovelock, C., Wirtz, J. 2011, Services marketing, Seventh Ed., Upper Saddle River, NJ; Pearson Education NJ [ISBN: 0136118747]
- Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner 2012, Services Marketing, 2nd Ed., McGraw Hill Higher Education [ISBN: 978007713171]
- Malcolm McDonald, Pennie Frow, Adrian Payne 2011, Marketing Plans for Services, 3rd Ed., Wiley [ISBN: 9780470979099]
| | Supplementary Book Resources |
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- Steve Baron, Kim Harris, Toni Hilton 2009, Services marketing Text & Cases, 3rd Ed., Basingstoke, Hampshire ; Palgrave Macmillan, 2009. UK [ISBN: 9780230520936]
- Kasper H, Helsdingen PV, Gabbott M. 2007, Service Marketing Managem,ent: A Strategic Perspective., Second Ed., all, Wiley & Sons San Francisco [ISBN: 0-470-09116-9]
| | Recommended Article/Paper Resources |
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- International Journal of Advertising Marketing [ISSN: 0265-0487]
- Journal of Direct Marketing [ISSN: 1746-0166]
- Harvard Business Review [ISSN: 0017-8012]
- Journal of Marketing [ISSN: 0022-2429]
- Journal of Consumer Research [ISSN: 0093-5301]
- Advances in Consumer Research [ISSN: 0098-9258]
- European Journal of Marketing [ISSN: 0309-0566]
- Irish Business Journal [ISSN: 1649-7120]
- Irish Marketing Review [ISSN: 0790-7362]
- Marketing Ireland
- Sloan Management Review [ISSN: 1532-9194]
| | Other Resources |
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- Database: InfoTrac
- Database: Emerald
- Database: FactFinder
- Database: EBSCO
- Database: European Case Clearing House
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Module Delivered in
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