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UNIT TITLE: Services and Relationship Marketing Management CREDIT POINTS:15 UNIT CODE: MKT448 FHEQ LEVEL: 7 DELIVERING FACULTY:FBSE UNIT DESIGNATION: Traditional School: SBS Date validated: November 2010 Date last modified: Unit delivery model: PC Max & Min Student No.: n/a TOTAL STUDENT WORKLOAD Students are required to attend and participate in all the formal timetabled sessions for the unit. Students are also expected to manage their directed learning and independent study in support of the unit. Where normal timetabled sessions do not take place, additional directed learning may be provided, and/or students are expected to undertake additional independent learning. PREREQUISITES AND CO-REQUISITES None UNIT DESCRIPTION The UK is a service economy with more than 70% of GDP and 75% of employment within the service sector. Many students will already be employed in a service industry or are very likely to be so in the future. In addition, many ‘products’ have strong service related components. Marketing students, therefore, need to understand the uniqueness of services marketing management in order to fulfil an effective management role within the marketing function. The Services Marketing Management elements examine the theoretical and practical application of service marketing concepts and critically analyse and evaluate the distinctive nature of marketing management within the service sector. Emphasis is placed on the importance of service quality, the service encounter and customer care and the potential conflict with the operational aspects of services. This RM elements of the unit offer students the opportunity to study the emerging field of Relationship Marketing (RM) and its links with Customer Relationship Management (CRM). This is an area of increasing strategic importance to companies operating within both consumer and business to business marketing. Many of the methodologies adopted by practitioners in RM challenge traditional approaches to the marketing discipline and new bodies of theory have emerged to underpin the effective use of both the technology and the management practices associated with this important new field. LEARNING OUTCOMES On successful completion of the unit, students should be able to: Knowledge and Understanding K1 Explain services Marketing and RM concepts K2 Critically analyse and evaluate RM and Services theories and their appropriateness within specific contexts Cognitive Skills C1 Interrogate relationship and services marketing management strategy in order to ascertain effective outcomes for their professional development C2 Apply theoretical constructs to the management of customer relationships and Services marketing Practical and Professional Skills P1 Research, analyse, critique and apply RM and Service marketing concepts in service and RM marketing contexts P2 Critique, and apply RM and Service strategies and make judgements regarding the appropriateness of action plans and decisions taken Transferable and Key Skills T1 Develop and sustain arguments leading to conclusions and justification of recommendations; use research skills that will aid independent learning, in both familiar and unfamiliar contexts. AREAS OF STUDY Importance of Services and RM marketing Services characteristics and attributes, Service quality, Service recovery Customer care, Service encounter, creating customer value in Services Markets Services and Relationship Marketing research Operations and services marketing HRM and services marketing Creating customer value in consumer markets Relationship management in business-to-business and consumer markets Management of cultural change required for successful implementation of RM The role of IT in managing marketing relationships Theories of satisfaction, trust and commitment LEARNING AND TEACHING STRATEGY Lectures will develop and discuss key Services and RM theories and concepts. Directed reading of key texts and independent reading of additional texts and journals will provide the basis for discussion and evaluation of core concepts and issues within the field of Services and RM marketing management discipline Interactive lectures/seminars and student-led discussions will form the foundation for contact time and students will be encouraged to debate the material they are presented with in the light of their reading and personal investigation. Case studies and academic papers will be used in tutorial sessions for critical analysis and evaluation. ASSESSMENT STRATEGY The unit will be assessed through coursework only. Students will be asked to demonstrate a high level of understanding through two assessments. Both the written and presentation elements will require critical analysis and evaluation of Services and RM operations, and will assess research, interpretation and application skills from theoretical and applied perspectives as well as the key skills of written and oral communication. For the presentation, the students will be allocated one overall mark. However, at the discretion of the assessor, individuals may be allocated marks based on their level of contribution. ASSESSMENT AE1 weighting: assessment type: length/duration: anonymous marking: AE2 weighting: assessment type: length/duration: anonymous marking 50% Individual report 2,000 Yes 50% Group Presentation 25 minutes maximum : No Aggregation & Re-assessment Rules All elements of assessment are aggregated to form a total unit mark. AE1 referral will require reworking and re-submission of the individual report. For AE2, the presentation element, it may not be practicable to arrange for another presentation therefore the assignment will be submission of slides and accompanying notes on an individual basis. Unit Author: Date of version: Sarah Dunlop October 2010