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:
Current from: 2019/0

Module Convenor: Prof Moira Clark

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

Type of module:

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

Global context:

Issues will be discussed in a global context, as appropriate 


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 7
Practicals classes and workshops 8
Work-based learning 16
Guided independent study:      
    Wider reading (independent) 12
    Wider reading (directed) 35
    Exam revision/preparation 10
    Peer assisted learning 2
    Advance preparation for classes 16
    Essay preparation 40
    Reflection 4
       
Total hours by term 150 0 0
       
Total hours for module 150

Summative Assessment Methods:
Method Percentage
Written exam 40
Written assignment including essay 60

Summative assessment- Examinations:

One three hour exam covering the 4 Stage 1 modules 


Summative assessment- Coursework and in-class tests:

One 7,500 word Integrated Marketing Project (individual assignment) covering the 4 stage 1 modules 


Formative assessment methods:

Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark. 



This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations and exercises. 


Penalties for late submission:

Standard Post-Experience Postgraduate penalties for late submission are applied. 


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

Reassessment arrangements:

Standard Post-Experience Postgraduate reassessment arrangements apply 


Additional Costs (specified where applicable):

Last updated: 8 April 2019

THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.

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