|Semester 1 Credit Value:||10|
|MKT1002||Introduction to Marketing|
|MKT1026||Essentials of Marketing - Part 1|
The conventional 4Ps of the marketing mix are extended to 7Ps of the services marketing mix. Students will gain an appreciation and understanding of the practical application of the service mix in relation to a variety of service markets, both in the UK and globally.
To develop an understanding of the nature of services and practical issues relating to them.
To begin to think independently and critically when considering reading material.
To understand the theoretical importance of service marketing.
The module will incorporate use of lectures to deliver key aspects of theory which will make use of core texts, journal articles and other relevant materials. Seminars will provide students with an opportunity to learn by interacting with academic teaching staff, industry guests and student peers alike.
PART I Understanding Service Products, Consumers, and Markets
- New Perspectives on Marketing in the Service Economy
- Consumer Behavior in a Services Context
- Positioning Services in Competitive Markets
PART II Applying The 4 Ps Of Marketing to Services
- Developing Service Products: Core and Supplementary Elements
- Distributing Services Through Physical and Electronic Channels
- Setting Prices and Implementing Revenue Management
- Promoting Services and Educating Customers
By the end of this module students should be able to:-
1.Appreciate and understand the importance of services and service marketing in the marketing environment
2.Describe and discuss the main elements of service marketing and their relevance in specific businesses and industries
3.Appreciate the issues involved in internal and external management of service marketing
By the end of the module students should have developed core skills as below : Written communication will be assessed via the written assessment; interpersonal, oral presentation and planning and organising skills will be introduced, practised and assessed during seminars and during seminar presentations; Planning and organising will also be practised and assessed during seminar presentations, students private study and private study; Information literacy will be introduced and practiced in lectures and seminars and assessed during the assignment; problem solving and initiative will be introduced and practised during lectures and seminars; adaptability will be introduced into seminars and can be used in student private study time to read around the subject; numeracy will not be included in module skills; computer literacy will be introduced and practiced during seminars and private study.
|Graduate Skills Framework Applicable:||Yes|
|Guided Independent Study||Assessment preparation and completion||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||6||2:00||12:00||N/A|
|Guided Independent Study||Directed research and reading||1||32:00||32:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||6||1:00||6:00||N/A|
|Guided Independent Study||Independent study||1||25:00||25:00||N/A|
During lectures, students will gain the basic theory and develop the knowledge required to appreciate and understand the main elements of Services Marketing.
Case studies will also provide additional support and expand practical issues involved with implication and management of Services Marketing.
Seminars will enable students to develop their depth of understanding and appreciation of practical issues involved in Services Marketing. Teamwork and Oral Presentation will be used as a platform for students to demonstrate their critical thinking skills by analysing Service Marketing research based around specific topics covered during lectures. This will be facilitated by being introduced to and having practiced other key skills:- planning and organising, initiative, problem solving and computer and information literacy. Students will also be provided with more detail on good presentation skills by providing examples of both good and bad techniques, which students will analyse.
The format of resits will be determined by the Board of Examiners
The essay assesses students' knowledge and understanding of a wide range of services, maketing concepts and theories.
Note: The Module Catalogue now reflects module information relating to academic year 16/17. Please contact your School Office if you require module information for a previous academic year.
Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.