| CODE | MRK1204 | |||||||||
| TITLE | Services Marketing | |||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 3 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | Objectives This study-unit offers a managerial perspective of services marketing with special emphasis on B2B services, technology, and global services. It discusses marketing strategies for service firms for improving firms’ differentiation, quality and productivity. Content The study-unit will be organised around the following topics: - An overview of the services sector; - Fundamental differences between Goods and Services - Consumer decision process in Services Marketing; - Ethical issues in services marketing; - Managing the service encounter; - Assessing and Improving the Service Delivery. Reading List Core Textbook: - Essentials of Services Marketing, Christopher H. Lovelock, Jochen Wirtz, Patricia Chew. Additional Reading: For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing - Journal of Vacation Marketing |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Theresa Hoban |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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