市场营销 课程.docx

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