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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