Individual assignment (2000 words) 100%. Students to devise and evaluate a service idea which incorporates relationship marketing initiatives within the enterprise context.

Topics covered may include:-
- Introduction to services marketing
- Defining the service and relationship
- Understanding consumers and developing new innovative service enterprises
- Refining the marketing and relationship, partnership and networks
- Relationship marketing and consumer services

1. DEVELOP AWARENESS AND UNDERSTANDING OF MARKETING IN SERVICES AND RELATIONSHIPS CONTEXTS E.G. ENTERTAINMENT, LEISURE, RETAIL SERVICES AND NOT FOR PROFIT SETTINGS
Knowledge & Understanding

2. DEVISE AND EVALUATE A RELATIONSHIP MARKETING APPROACH TO MARKETING IN THE SERVICE SECTOR
Application

The learning strategy for this module will require students to commit 150 learning hours (including assessment) of which 36 hours will be class support and 114 hours will be independent and self-directed study. There will be a mixture of activities including tutor-led input, case studies, DVDs, group discussion and exercises.

Books, journals, inter-library loans, on-line information, subject specific

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY.

Lovelock, CH & Wirtz, J. (2010) Services Marketing. Pearson: New Jersey ISBN 9810679955
Palmer, A. (2011) Principles of Services Marketing, 6th edition. McGraw Hill, Maidenhead. ISBN 9780077129514
Wilson, A., Zeithaml, V A., Bitner, M.J., Gremler, D.D. (2006) Services Marketing, Integrating Customer Focus Across the Firm. New York: McGraw-Hill ISBN 9780077107956