市场营销 课程.docx
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市场营销 课程.docx
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市场营销课程
RetailServicesMarketing
ModuleTitle:
RetailServicesMarketing
Schedule2014
ModuleCode:
MANM170
Lectures:
Tuesday:
12noon–1pm
Room:
LTG
Seminars:
Wednesday9am-11am
Room:
61AP02
ModuleCoordinatorandContributor:
MonicaHope
m.hope@surrey.ac.uk
08MS03
ModuleDocument2014
SummaryDetailsSemester1–2014
Core/Compulsory/Elective
Pre-requisite
none
Co-requisite
none
Semesterofdelivery(ifappropriate)
1
Level
M
Credits
15
Studyhours
150
Contacthours
30
ModuleOverview
Thismoduleisdesignedtointroducestudentstothekeyprinciplesofservicesmarketingafterwhichselectedtopicsarediscussedatamoreadvancedlevel.Themoduleisdividedintotwodistinctelements,firstlytheprinciplesofmarketingarecovered,andsecondlytheindustryspecificapplicationofmarketingisanalysed.Themodulealsocreatesanopportunitytofacilitate'reallife'decision-makingandenhancesawiderangeofstudyskills,suchasindependentresearch,analyticalskillsaswellascriticalthinking.
ModuleAims
Thismoduleisdesignedtoprovidestudentswithknowledgeofthemeaningandapplicationofmarketingintheretailcontext.Thekeyobjectiveisthatstudentsshoulddevelopanunderstandingoftheroleofmarketingasabusinessphilosophy.Marketingisviewedasasystematicthoughtprocess,asetoftechniquesunderlyingtheplanningandexecutionofmarketingstrategyandtactics,takenwithinthecontextofretailservices.Recenttrendsinmarketingareincorporatedinthismodule.
IntendedLearningOutcomes
Learningoutcomesarecategorisedas:
∙Subjectknowledgeandunderstanding(K/U)
∙Cognitiveskills(C)
∙Practical/professionalskills(P)
∙Transferableskills(T)
Onsuccessfulcompletionofthemodulestudentsshouldbeableto:
∙Analysethestrategicpositionofaproduct/service,K/U;
∙Synthesiserelevantmarketingknowledgeandbeabletoapplytheseconceptstomarketingexamples,C:
∙Appreciatetheunderlyingphilosophyofmarketing,K/U
IndicativeModuleContent
∙Challengesduetoservicecharacteristics
∙Consumerdecisionmakingprocess
∙Segmentation,targeting,positioning
∙Brandmanagement
∙Marketingcommunication
∙Relationshipmarketing
∙Marketingethics
∙Servicequality
∙Pricingstrategies
∙E-Marketing
MethodsofTeaching/Learning
Theteachingandlearningstrategyisdesignedtoprovideaframeworkofcontemporaryknowledgeandtheoriessupportedbyexamplesfromindustry.Thecurrentissuesanddebateswillbehighlightedsothatthestudentsareabletoapplycriticalthinkingtotheliterature.
Theteachingandlearningmethodsarebasedonaseriesoflecturesand,whereappropriatecasestudiesandguestlectures.Themoduleisdeliveredasgenericservicesmarketinglecturesfollowedbystreamspecificapplicationsinseminars.
Pleasenote:
Thesyllabuspresentedinthemoduledocumentwillbecoveredusingavarietyofteachingandlearningmethods.Methodsusedmayincludeacademiclectures,lecturesbyindustryguests,seminars,academic-supportedself-studysessionsanddirectedreading.Studentsshouldbepreparedforassessmentsontopicsfromacrossthesyllabus-irrespectiveofthemodeofdeliverye.g.whetherthetopicwascoveredbyaformallecture,seminar,self-directedstudytask,directedreading,etc.
LECTURESchedule–Room:
LTG
Week
Topic
DRAFTReadings
Week1:
Tuesday7thOctober
Introductiontotheservicesmarketinglecture/seminarsphilosophy
AG/GB/BS/MC/MH/EY/OG/CZ/GB
Week2:
Tuesday14thOctober
Introductiontoservicesmarketing:
Challengesduetoservicecharacteristics&7Ps
BS
Wirtzetal.Chapter1
Magrath,1986
Moeller,2010
Week3
Tuesday21thOctober
Understandingtheconsumerdecisionmakingprocessasaprerequisiteforinformationprovision
BS
Palmer:
Chapter5
Lysonski&Durvasula,2013
Gregory&Kim,2004
Week4:
Tuesday28ndOctober
Consumersandtheirbehaviourasabasisformarketsegmentation,targetingandpositioning
BS
Wirtzetal.Chapter3
Dolnicar,2004
Week5:
Tuesday04thNovember
Brandsandbranding
MH
PalmerChapter8
Keller&Davey,2001
Keller,2010
Week6:
Tuesday11thNovember
Multichannelmarketingcommunication
MH
WirtzChapter7
Cramphorn,2006
Keller,2010
Week7:
Tuesday18thNovember
MichaelFlaxman(HospitalityIndustrySpecialist***)onmarketing/brandingstrategyofAccor
Pleasenote:
Inputisrelevantfor2ndassignment
Noseminars!
Week8:
Tuesday25thNovember
Developingcustomerrelationshipsandtheimpactofmarketingethics
MH
WirtzChapter12
Gronroos,1994
Kerr&May,2011
Week9:
Tuesday02rdDecember
Strivingforexcellence–improvingservicequality&servicerecovery
MH
PalmerChapter9
Parasuraman,Zeithaml,&Berry,1988
Ha&Jang,2009
Week10:
Tuesday9thDecember
Pricingstrategies
BS
PalmerChapter11
Lewis&Shoemaker,1997
Week11:
Tuesday16thDecember
Revisionlecture:
markingcriteria;reviewofthismodule
BS
Key:
BS=BrigitteStangl|MH=MonicaHope
***GuestspeakerWeek7:
MichaelFlaxman
HospitalityIndustryExpert
MichaelFlaxmanhasspenthisentirefortyyear
careerintheHospitalityindustry,mostrecentlyas
ChiefOperatingOfficerforAccorSA,responsiblefor
over1200hotelsinNorthandSouthAmerica.
StartinghiscareerwithThistlehotels,intheUK,Michaelquicklygotatastefortheinternationalmarketandspent16yearsinNorthAmericaforTrusthouseForteandAccor,wherehewasultimately,PresidentandCEOforthedivision.
ThreeyearsinParisinchargeofdevelopmentforNovotelworldwide,MichaelthenmovedtotheUKasaregionaldirectorforseveralcountriesinEurope.
In2006,MichaelwasmadeChiefOperatingOfficerNorthern,Central&EasternEuropeandelectedtotheExecutiveCommitteeofAccorSA.Duringthattime,hewasalsoresponsibleforSales&DistributionfortheGroup.Withhisexpertiseinbothemergingandmaturemarkets,MichaelreturnedtotheAmericasin2009asChiefOperatingOfficer,expandingthegroupinSouthAmericaandconsolidatingtheUSoperations.
Michaeliscurrentlyworkinginanonexecutiveroleforseveralorganisations,bothhospitalityandcharitable.
MichaelwasawardedinFrancetheprestigiousLegiond’HonneurbyPresidentChirac.
SEMINARSchedule–Room:
61AP02
Wk
Date
Seminarclass
1
10/10/14
Topic:
Introductiontotheservicesmarketinglecture/seminarsphilosophy
Structureandaims,assessmentbriefing,markingcriteria,feedback,independentlearningstrategy,readinglists
PreparationforSeminar:
AccessSurreyLearn,makeyourselffamiliarwiththeplatform,andbringaprintedversionofthemodulehandbooktotheseminar
2
17/10/14
Topic:
Introductiontoservicesmarketing:
Challengesduetoservice
characteristics&7Ps
PreparationforSeminar:
Tobehandedoutinclass.
3
24/10/14
Topic:
Understandingtheconsumerdecisionmakingprocessasa
prerequisiteforinformationprovision
PreparationforSeminar:
Tobehandedoutinclass.
4
31/10/14
Topic:
Consumersandtheirbehaviourasabasisformarket
segmentation,targetingandpositioning
PreparationforSeminar:
Tobehandedoutinclass.
5
07/11/14
Topic:
Brandsandbranding
PreparationforSeminar:
Tobehandedoutinclass.
6
14/11/14
Topic:
Multichannelmarketingcommunications
&
Pre-assignmentFeedback
PreparationforSeminar:
Tobehandedoutinclass.
7
21/11/14
NoSeminar–IndividualPreparationforAssignment(IndividualReport)
8
28/11/14
***Thedeadlineforsubmittingtheassignment(IndividualReport)is:
MONDAY24thofNovember2014,
4pm,submitviaSurreyLearn***
Topic:
Developingcustomerrelationshipsandtheimpactofmarketing
ethics
PreparationforSeminar:
Tobehandedoutinclass.
9
05/12/14
Topic:
Strivingforexcellence–improvingservicequality&service
recovery
&
Pre-assignmentFeedback
PreparationforSeminar:
Tobehandedoutinclass.
10
12/12/14
Topic:
Pricingstrategies
PreparationforSeminar:
Tobehandedoutinclass.
11
19/12/14
***Thedeadlineforsubmittingtheassignment(Grouppresentation)is:
MONDAY15thofDecember2014,
4pm,submitviaSurreyLearn***
Theassignmentpresentationswilltakeplaceonthelastseminarday
AssessmentStrategy,MethodsandWeighting
AssessmentSummary:
Description
%
WeekSet
WeekHandin
1
Individualreport
(max:
2000words)
60%
Week1duringseminars
MONDAY
24thofNovember-4pm
(Universityweek8)SubmitviaSurreyLearn
2
Grouppresentation
40%
Week1duringseminars
MONDAY
15thofDecember-4pm
(Universityweek11)SubmitviaSurreyLearn
Total
100%
Theassessmentstrategyisaimedatgivingstudentstheopportunitytograduallybuilduptheirknowledgeandunderstandingofservicesmarketinginaretailcontextandisdesignedtoallowstudentstoevidencetheirachievementofthelearningoutcomes.Theassessmentcomprisesanindividualreportandagrouppresentation.
Aspartofthefirstassessmentcomponent(i.e.,theindividualreport),studentsareexaminedbasedoncriticallyreviewingtheliterature,theoriesandtechniquesrelatedtoonespecifictopicfromtheservicesmarketingdisciplineandapplyingthissubjectknowledgetoanorganizationfromtheretailindustry.
Forthesecondassessment(i.e.,thegrouppresentation)studentswillbeworkingwithaconsultantmind-set;studentswillbeaskedtoevaluatethemarketingstrategyofoneorganizationintheretailindustry.Duetotherapidchangesofsocietyandconsumers'minds,retailmarketingmanagersarerequiredtorevisemarketingstra
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