WELCOME MESSAGE
Dear Students, Welcome to this module, Marketing of Services that is taught in year three Marketing Department. This module is for students and business people who recognize the vital role that services play in the economy and its future.
The module includes 16 units divided into six parts:
Part one: is Foundations for Marketing of Services: It includes an Introduction to services and The Gaps Model of services quality.
Part two: Focus on the customer: It includes: Consumer Behavior in Services, Customer Expectations of Service, and Customer Perceptions of Service.
Part three: is Understanding Customer Requirements it includes: Listening to Customer through research, Building Customer Relationships and Service Recovery
Part four: is Aligning Service Design and Standards it includes it includes: Service innovation and Design and Physical Evidence and the ServiceScape
Part five: Delivering and performing service it includes it includes: Employees roles in service delivery, Customers roles in Service Delivery, Delivering Service through Intermediaries and Electronic Channels and Managing Demand and Capacity
Part six: Managing Service Promises it includes: Integrated Service Marketing Communications and Pricing of Services.
The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages.
Aim of the Module:
The aim of this module is to increase students’ understanding of the complexities of services marketing and to gain greater agility in finding proactive ways of meeting the unique challenges they present. The module’s main focus is to recognize the vital role that the service industry plays in the economy. It is also to understand how manufacturing companies recognize that service provides one of their few sustainable competitive advantages. The module is founded upon making student understand how to focus on the customers and listen to their requirements and most importantly aligning their strategy, service design and standards. Further it covers delivering, performing services and finally managing service promises. It will be facilitated by Vincent Muvara who will be reachable on 0788673963 and on email: vinxmuvara@gmail.com.
Module Units:
a) Introduction to Marketing of Services
b) GAPS Model of Service Quality
c) Consumer Behaviour in Service
d) Customer Expectation of Service
e) Customer perception of Service
f) Listening to customers through research
g) Building Customer Relationships
h) Service Recovery
i) Service Innovation and design
j) Physical Evidence and the Service scape
k) Employee’s Roles in Service Delivery
l) Customer’s roles in Service Delivery
m) Delivering Services through Intermediaries
n) Managing demand and capacity
o) Integrated Services Marketing Communications
p) Pricing the Services
Overall Learning Outcomes:
At the end of this module, you will be able:
1- To discuss the foundations for Marketing of Services
2- To understand and focus on the customer’s behaviour, expectations and satisfaction
3- To explain and understand customer requirements through research
4- To explain the roles of employees and customers in service delivery, performing services and finally managing service promises.
Module Developer:
MUVARA GAHIMA Vincent
v.muvara@ur.ac.rw
Mobile: +250788673963
Module Leader
Developing teaching materials from Unit 1-16 of the module
Marketing of Services Guidelines:
At the end of each topic, there will be activities that you have to workout. Therefore you are asked to read the learning materials provided for each topic, and contribute to individual activities.
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Consulting can be one of the most interesting, exciting and challenging of management roles. It calls for a wide range of key management skills and entrepreneurial abilities. For those who can meet their demands, it can bring great professional and intellectual rewards. The module provides students with the knowledge, techniques, and skills essential for effective delivery of the consulting project along with the opportunity to put those skills into practice with a consultancy project.
The module learning outcomes are:
1. The nature of management consulting
2. Consulting across borders and cultures
3. Understanding the consulting industry,
4. critical issues for the success of a management consulting project
5. Key players and career structures in the consulting world
The module is for 10 credits and it will be facilitated by Mukulira Olive she can be reached on 0786179309, email: omukulira@gmail.com and Murungi Pelly on 0788444742 emails: murungi_2000@yahoo.com Attendance on this module will be compulsory. Thank you
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This module aims at imparting the knowledge and skills required by the students on Results Oriented Management (ROM). Specifically, the objective is to make the student to understand the philosophy of ROM skills. Also, student can understand the steps involved in results oriented management, Assess poverty needs and conditions within the community; Define a clear agency anti-poverty mission for community action and a strategy to address those needs, both immediate and longer term, in the context of existing resources and opportunities in the community, Identify specific improvements, or results, to be achieved among low-income people and the community; and
Organize and implement programs, services, and activities, such as advocacy, within the agency and among “partnering” organizations, to achieve anticipated results.
This module aims to provide students with understanding and experience of the theory and practice of marketing research. During the module students design and implement a marketing research plan, design a questionnaire, understanding of what are data and how they are collected and analysed, prepare an oral presentation and write a marketing research report. It is intended to acquaint students with the fundamental marketing research process. More specifically, this course aims:
(i) To familiarise the student with the fundamental marketing research skills of problem formulation, research design, questionnaire design, data collection, data analysis, and report presentation and writing.
(ii) To have the student gain perspective and practice in applying these skills through a research project.
By understanding the research process, he can better judge the suitability, reliability and the validity of a research study in his decision-makings. Students will learn by doing in this course.
While we will use class time to discuss appropriate research topics, students are required to do different activities by themselves in order to facilitate their learning by doing. In doing so, this course incorporates an experimental element in marketing research and consulting.
BRIEF DESCRIPTION OF AIMS OF THE MODULE
This module aims at providing knowledge and skills required by the students on the strategic marketing planning and strategy processes. Specifically, the objective is to make students understand how to develop highly sensitive environmental monitoring systems that are capable of identifying trends, opportunities and threats at a very early stage, and then create an organizational structure and managerial mindset that leads to the organization responding quickly and cleverly. Additionally, students will understand the ways in which the marketing planning process can be developed and managed effectively and strategically.
This module of Strategic Human Management Consists of indicating how human resources are key assets of organization and how it impact the organizational performance. The module also indicates how to link human resource and organizational strategic goal.