Short Title:Multichannel Services Marketing Management
Full Title:Multichannel Services Marketing Management
Module Code:DMKT H3012
ECTS credits: 5
NFQ Level:7
Module Delivered in 2 programme(s)
Module Contributor:Niamh Braiden
Module Description:◾To develop a full understanding of Services marketing; its differentiating characteristics and challenges. ◾To relate Services Marketing Theory to the business environment. ◾To learn successful services marketing strategies.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Critically analyse the input and role of services across different business and sector settings in an increasingly complex digital service environment.
  2. Identify, understand and critique the fundamentals and principles of services marketing and identify changes in the multichannel environment.
  3. Illustrate the importance of services and services marketing to marketing practice.
  4. Critically evaluate the practical application of the service mix, recognising key concepts and frameworks of processes, practices and outcomes of service provision in the digital age.
  5. Identify, understand and critique frameworks of multi-channel services marketing.
  6. Compare how customer and employee behaviours in the services sector have particular significance which need to be incorporated into the human resource management and service design functions.

Module Content & Assessment

Indicative Content
Introduction to Services Marketing
• The Service Economy: National, Regional and Global Dimensions services • Challenges of Services marketing • Distinct characteristics and new perspectives • The place and role of services in markets and businesses, B2B B2C, non-profit.
Services Concepts
• The unique nature and ingredients of services • The extended marketing mix of services • Servuction model • The Zone of Tolerance •Scripting and role theory •Understanding and Managing expectations and perceptions
Services in the Digital Age
Multichannel Services Marketing • Understanding and managing customer touchpoints • The customer journey: Integration of online v offline touchpoints •Managing the Service Operation •Using data to drive insight • Building multichannel capability •Online Reputation Management •Social Listening Strategies • Social Customer Care
Managing Service Encounters
Managing Service Encounters • The role of people: customers and employees in effective service delivery, •moments of truth in service • service intermediaries :using technology to enhance the multichannel experience • Critical role of service employees, • Integrating the HR function
Improving Service Quality and Productivity
• Definitions of quality, dimensions of service quality • Gaps Model (Servqual). •ServPerf Gaps • Closing the gaps • Gaps Measuring and Improving service quality • Influencing multichannel touchpoints to improve quality
Service and the Bottom Line
The Financial and Economic Impact of Service Service Quality Management and Competitive Advantage
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other The continuous assessment will be in the form of a Subject Journal which each student is required to keep over the course of the semester. This journal should contain the student’s thoughts, reactions, insights and questions pertaining to subject concepts, frameworks and application contexts covered in lectures, interactive learning sessions, the course text, case analyses, prescribed reading and uncovered in external reading. The subject journal should be a tool of thought and reflection as well as a tool that fosters class discussion. 1,2,3,4,5,6 70.00 n/a
Other Students will be required to build a digital mindmap on the subject encompassing key concepts and learning over the course of the semester. These will be used as a basis for final class presentations. 2,3,4 30.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 45.00
Every Week 80.00
Recommended Book Resources
  • Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Services Marketing, Mcgrawhill Higher Education [ISBN: 9780077131715]
Supplementary Book Resources
  • Bates & Hoffman 2012, Services Marketing,, Pearson [ISBN: 9780538476]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 5 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 5 Mandatory