Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Customer Relationship Marketing
Module Code	MG332
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Louise Maguire Semester 2: Louise Maguire Autumn: Louise Maguire
Module Teacher	Louise Maguire
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

The course introduces the student to the various aspects of service marketing and management with the principal objective of developing skills in the identification, analysis and solution of problems encountered in the area. The course also provides students with an insight into the issues involved in marketing for situations in which individuals or groups purchase products or services for resale, for use in producing other goods and for daily operations of an enterprise

Learning Outcomes

1. Appraise and apply B2B marketing theory and concepts to a range of business situations
2. Describe the dynamic nature of the business-to-business marketing environment and the similarities and differences between consumer and business marketing
3. Evaluate the characteristics and decision processes of organisational buyers and the need for effective customer relationship management in B2B markets
4. Explain the unique challenges involved in marketing and managing services.
5. Identify and analyse the various components of the services marketing mix (7Ps)
6. Appreciate the key issues in service businesses such as managing supply and demand, quality and customer satisfaction, relationship management, and the overlap in marketing/operations/human resource systems
7. Build upon important workplace skills (e.g cooperative teamwork, meeting deadlines, report writing) through the team project and cooperative learning activities

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	B2B and Services Marketing Topics
Group work	21	Case study presentation
Assignment	25	Individual project
Examination	55	Independent learning and examination preparation
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

B2B Marketing.
Overview of business-to-business marketing; Differences between business marketing and consumer marketing; Business buyer behaviour; Product and Service Management in Business-to-Business Marketing; Business pricing; Channel strategies for business markets; Business Marketing Communication; Contemporary Issues in Business-to-Business Marketing.

Services Marketing.
An overview of the service economy; Characteristics which distinguish goods from services and their marketing implications; Consumer behaviour considerations and ethical concerns as they relate to the service delivery process; The Services Marketing Mix; Assessment of the service delivery process; Customer satisfaction and service quality; Customer retention, service failure and recovery analysis.

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group project	Case study and presentation	20%	Once per semester
Assignment	Individual project	30%	Once per semester

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Christopher Lovelock, Jochen Wirtz: 2007, Services marketing, Pearson/Prentice Hall, Upper Saddle River, N.J., 0-13-187552-3
Michael Hutt, Thomas W. Speh,: 2007, Business Marketing Management, South-Western, Thomson Learning, 978-0324361049

Other Resources

None

Array

Programme or List of Programmes

BA in Accounting & Finance

Bachelor of Business Studies

BSI

Business Studies ( with INTRA )

EBF

BA in Global Business (France)

EBG

BA in Global Business (Germany)