Short Title:Prof Services Marketing
Full Title:Prof Services Marketing
Module Code:MKTG H4002
Credits: 5
NFQ Level:8
Field of Study:Accounting and taxation
Module Delivered in no programmes
Module Author:MARTIN NOLAN
Module Description:Module Aims: This module aims to examine the concepts and applications of service marketing within the delivery of professional services. It uses a combination of text concepts, application processes and case analysis to develop decision making processes and apply them to business situations. Specifically it aims to give students a ability to comprehensively analysis and understand the underpinnings of service delivery.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Describe the nature and characteristics of services
LO2 Apply the principles of services marketing in a professional service context
LO3 Identify that the adaptation of marketing practice that may be required for services
LO4 Critically evaluate the components of the services marketing mix
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Introduction: (25%)
The nature and characteristics of services; The importance of services in the Irish economy; Frameworks for understanding services marketing; The services marketing environment: Overview of Micro and Macro forces for professional services; Understanding the customer experience; Designing and delivering services; Measuring productivity for services; Market research for services; SERVQUAL
The Services Marketing Mix: (25%)
Creating and delivering the service product; Pricing decisions; Promotion and communication; Place decisions; E commerce; The management of service personnel; Internal Marketing; Financial Services Marketing; perspectives and cases in financial services marketing
Managing Service Quality: (25%)
Achieving service quality; improving service quality; application of TQM; Adding value through service quality;
Strategy and Integration: (25%)
Competitive positioning of services; Synergy in service operation; Corporate culture and services; Implementing service marketing strategies; Developments in Services Marketing – internationalization; franchising; ethical issues
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The balance of the marks will be assessed by project or essay which will typically require students to use learning in a ‘real world’ situation.   40.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   60.00 End-of-Semester

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload

This module has no Full Time workload.
This module has no Part Time workload.

Module Resources

Required Book Resources
  • Palmer, A 2004, Principles of Services Marketing, 4th Ed., Mc Graw Hill London
Recommended Book Resources
  • Kasper H., Van Helsdingen, P. , Gabbott, M 2005, Services Marketing Management, 2nd Ed., Wiley
  • Meidan, A., Lewis, B. & Moutinho, L., 1997, Financial Services Marketing,, Dryden New York
  • Rogan, D., 2003, Marketing : An Introduction for Irish Students, 2nd Ed., Gill & Macmillan, Dublin
This module does not have any article/paper resources
Other Resources
  • n/a: Case studies, Powerpoint presentations, Lecture notes, Academic articlesn/a