On successful completion of the module the student will be able to:
1.Define the role, context and purpose of services marketing in the context of aviation and creative industries, and be able to select and apply appropriate services marketing concepts and models to aviation and creative industries
2.Demonstrate an understanding of the marketplace and services buying behaviour with the aim of developing a customer-driven marketing strategy and services marketing mix programmes for aviation and creative industries
3.Demonstrate knowledge of the implementation, organisation and control of services marketing programmes and alternative ways of building profitable and sustainable relationships with customers within aviation and creative industries
Individual written report
The aim of the assessment is to enable you to apply the knowledge gained during the module. You are required to:
·Identify and describe potential marketing opportunities in your chosen industry using appropriate analytical techniques such as Porter’s 5 forces model, PESTLE and SWOT Analysis, as appropriate.
·Choose a service organisation within your chosen industry and describe how the organisation segments the market, targets specific customers, differentiates itself from direct/indirect competitors and has succeeded in gaining a unique position within the industry.
·Provide a brief description of the marketing mix programmes developed by your chosen service organisation. Here you should explain how the service provider creates, communicates and delivers value to its selected customers.
Draw conclusions and provide realistic and effective recommendations for service provider.
A failing grade
Work which indicates some evidence of engagement with the subject material and learning process, but which is essentially misinterpreted, misdirected, misunderstood or poorly organised and sketch or otherwise just failing to meet threshold standards at the level concerned.
Work of poor quality, which is based on only minimal effort and/or contains little of relevance. It will offer hardly any evidence of familiarity with subject materials or skills appropriate to the discipline or task at the level concerned.
Nothing submitted, and extension not agreed before due date; or work containing nothing of any relevance or merit.
Evidence of a sound grasp of the assignment brief. A clear agenda, with a well-structured, logical and coherent report.
Evidence of appropriate level of research from varied sources to support and develop your answers to match the different aspects of the assignment brief.
Utilize the appropriate marketing theories, frameworks and tools that are suited to the assignment task. (e.g. PESTLE, Porter’s 5 Forces, SWOT analysis, Segmentation, Targeting & Positioning)
The ability to provide appropriate analysis of your business sector and draw conclusions from secondary data. Including an understanding of the business and marketing issues/challenges faced by your chosen organization. (Utilizing 7Ps of Services Marketing).
Evidence of thoughtful conclusions and appropriate recommendations.