Marketing Of Services

Module Title :Marketing Of Services
Module Leader :Michelle Hodgson
Module Code :MARK 3004
15 Credits – Level :3
Module Descriptions

The rapid growth of the service sector in the final half of the 20th century has led many nations to move from a manufacturing based economy to a service based economy. A major impetus of this shift has been the impact of the information age and the development of computer technology and advancements in telecommunications. By the year 2005 over 90% of new jobs will be based in the service sector, a quarter of those are expected to be in just two main industries: the health industry and business services. Other areas that are expected to have large gains in employment are the retail sector, government sector, financial services sector and computer and data processing services. All these industries have one thing in common – they are service organisations. For the 21st century it is vital that the next generation of managers have the skills and depth of understanding necessary to organise, develop and make successful strategic marketing decisions that are specific to service industries. This module aims to provide students with a working knowledge of the marketing of services and an understanding of the special nature of services and the consequences to marketing mix decisions. By the end of the course students should be equipped with the ability to design and develop strategic and tactical programmes necessary in the development of current and new service products. This module will acclimatise students to the subject through formal lectures and applied case studies to develop their theoretical knowledge to practical scenarios. As this module is a specialised marketing subject students will be expected to have a broad based knowledge of marketing and may have additionally specialised in other areas of marketing.

Assessment Criteria

Other Coursework 1 – Report of 2000 words
Weighting 20%. The component receives a mark.

Phase Test 1 – Weighting 20%. The component receives a mark.
The Duration is 60 minutes.

Unseen Examination 1 – Weighting 60%. The component receives a mark.
The Duration is 120 minutes.

*Please note that assessment information is subject to change.


  • The classrooms are spacious, air conditioned and equipped with multimedia and Audio-Visual equipments to foster effective learning.
  • The classrooms are designed to have maximum interaction between faculty and students.
  • The campus also has mentoring rooms to discuss individual student’s specific problems.

Computer & Internet Facilities

  • Computer facilities at DCBS, includes a well-equipped computer lab, which houses 30 computers connected to the server with local area network.
  • The campus has a Wi-Fi (wireless) system with 24 hours network connectivity.
  • The school has its own ERP system, which facilities online attendance and evaluation.
  • In addition, the intra-net / e-Black Board are used to publish detailed lecture handouts to enable students access module related information/ lecture notes.


  • The library on campus houses a good range of reference & core textbooks.
  • It also subscribes to the good number of leading national & international business journals, periodicals, magazines & newspapers.
  • The library has its own collection of CDs, DVDs and Multimedia kits.
  • The library subscribes to EBSCO & Athens Business source premier, which provide access to more than 7000 international journals in full-text format.

Girls’ Hostel

  • The Girls’ hostel situated in the campus provides an excellent and secured lodging alternative to outstation girl students.
  • The hostel has well furnished rooms with attached facilities, a common recreation room with all the modern facilities and a small pantry.
  • The hostel enjoys 24 hours broadband Wi-Fi (wireless) Internet connectivity. Newspapers, magazines· Llaundry and mess facilities are also provided to the hostel residents.