MQM1SMK-Services Marketing

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Level:NA
Terms in which taught:
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Prof Moira Clark

Email: moira.clark@henley.reading.ac.uk

Summary module description:
Although we still use the term products, it is services that increasingly differentiate an organisation’s offer. This shift towards a service economy means that organisations need to understand and be effective in creating and managing various aspects of services. Services Marketing module identifies the key components of services and covers the service operation, service consumer, service worker and management of the service experience.

Aims:
To familiarize programme members with key aspects of services marketing so that they are able to design and deliver quality services that meet consumer expectations.

Assessable learning outcomes:
• Identify the unique aspects of services and describe how they impact on the operations, marketing and service personnel involved
• Recognize the importance for managing the service experience and identify how to measure and monitor service quality
• Compare the role, expectations and scripts of service workers and assess the positive and negative impact
• Produce recommendations for managing service workers
• Apply learning to own organisation

Additional outcomes:
• Effectively organize, plan, and work towards the completion of their studies both collaboratively and individually.
• Understand and apply the principles of critical analysis
• Communicate their analysis effectively through both verbal and written reports
• Appropriately apply marketing theory into practice

Outline content:
• Understanding the service operation: determination of requirements, demand and supply effects on efficiency
• Understanding the service consumer: model of consumer behaviour, nature and determinants of customer expectation of services, potential roles of the consumer during purchase decision
• Understanding the service worker: roles, expectations, discrepancies and scripts, motivation and empowerment, levels of interaction and contact, reward, organisational climate
• Managing the service experience: Marketing and operations perspectives, measuring and monitoring service quality, marketing services to external markets, service recovery, pricing services, service communication

Brief description of teaching and learning methods:
The primary learning transmission will be through self-study and face to face taught workshop sessions delivered by a subject tutor to support learning and collaborative activities. Participants will also receive learning materials, which may consist of a textbook, case studies, journal articles, and practitioner articles. Learning support will also be available online via Henley Connect.

Contact hours:
  Autumn Spring Summer
Lectures 50 50 50
       
Total hours by term 50.00 50.00 50.00
       
Total hours for module 150.00

Summative Assessment Methods:
Method Percentage
Written exam 40
Project output other than dissertation 60

Other information on summative assessment:
The module is assessed by
• Integrated Marketing Project (IMP) (60%)
• An examination covering all Stage 1 modules (40%)

Formative assessment methods:
• Work prepared in Learning Teams and presented at workshop

Penalties for late submission:

No penalties are applied for late submission; however, it is expected that all assessment for Stages 1 and 2 must be completed prior to commencing Stage 3.
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:
Examination for this module is combined with examinations for all Stage 1 modules. This examination is a total of 3 hours with 15 minutes reading time.

Requirements for a pass:
The pass mark for both the individual assignment and the examination is 50%.

Reassessment arrangements:
Programme Members who fail an assessment may re-submit a maximum of one assessment per stage.

Additional Costs (specified where applicable):

Last updated: 21 December 2016

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