| CODE | MRK3012 | ||||||||||||
| TITLE | Services Marketing | ||||||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 6 | ||||||||||||
| ECTS CREDITS | 3 | ||||||||||||
| DEPARTMENT | Marketing | ||||||||||||
| DESCRIPTION | The study-unit aims to give students an introduction to services, while focusing on consumer behaviour, customer expectations and perception of services. It also explores the gaps model of service quality and delves into building customer relationships and customer-defined service standards with an overview on physical evidence, servicescape and service recovery. Study-Unit Aims: The unit aims to develop proficiency in identifying services marketing problems, enabling the formulation and implementation of solutions. The aim of this study-unit is to provide knowledge of the service sector from a marketing perspective, which sector now accounts for more than 80% of the Maltese economy. The special requirements of service firms will be covered, and the unit will provide an insight into the marketing challenges faced by service organisations. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Identify differences between services and tangible products and the role of service firms in the economy; - Identify differentiation of services; - Identify the role of service quality and service satisfaction; - Appreciate the role of employees (and often customers) in service delivery, customer satisfaction and service quality; - Develop the role and implications of loyalty. 2. Skills: By the end of the study-unit the student will be able to develop key skills applicable within the service sector such as communication, teamwork, analytical and conceptual thinking. Main Text/s and any supplementary readings: Main Text: - Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2012), Services Marketing - Integrating Customer Focus Across the Firm, European Edition, McGraw Hill. Supplementary Readings: - Palmer, A. (2011), Principles of Services Marketing, Sixth Edition, McGraw Hill. Suggested periodical: - Journal of Services Marketing |
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| STUDY-UNIT TYPE | Lecture | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Jirka Konietzny Joseph Schembri |
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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 2024/5. It may be subject to change in subsequent years. |
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