Key words
Distribution and marketing of services, IWETO code S191 - market study
Objectives
1. DISTRIBUTION
Students are expected to get a clear understanding of various forms of retailing. Besides, they should be able to give a clear interpretation of distribution within the marketing mix. These elements are the basis for a distribution strategy.
2. MARKETING OF SERVICES
Students are expected to gain an understanding of the basics of a marketing planning process for service organisations.
Students discuss in teams how these basics are implemented in one organisation of their choice operating on the Belgian market.
Topics
1. DISTRIBUTION
1.1. The notion and use of distribution, distribution channel and study of the production and marketing chain
1.2. Classification of shop and sales forms
1.3. The Belgian situation: survey and development of sectors
1.4. Retail marketing- 1.4.1. location research
- 1.4.2. range (category management)
- 1.4.3. management of space and shelves
1.5. producer's channel strategy- 1.5.1. trade marketing
- 1.5.2. supply chain management
- 1.5.3. efficient consumer response
2. SERVICES MARKETING
2.1. Exploring the discipline- 2.1.1. What is services marketing?
- 2.1.2. The environment of the service provider
- 2.1.3. The concept and process of providing service
2.2. Strategic issues in the services field- 2.2.1. marketing strategy and marketing plans
- 2.2.2. consumer behaviour
- 2.2.3. quality and its perception
- 2.2.4. CRM
- 2.2.5. HRM
2.3. Marketing mix for services- 2.3.1. product
- 2.3.2. place
- 2.3.3. price
- 2.3.4. communication
- 2.3.5. staff
2.4. Non-profit marketing
Prerequisites
Basics of management / marketing
Final Objectives
Knowledge:
Job-related:- Knowing marketing within a service organisation
- Knowing professional literature on services and distribution
- Knowing developments within proper discipline
- Knowing distribution: structure of the distribution chain and possibilities of distribution; including retailing
- Knowing concept and process of services
- Knowing professional organisations
- Knowing terminology
Skills:
General:- Ability to think and reason
- Ability of critical reflection
- Capacity of solution-focused project work
Job-related:- Capacity of working in a team towards a solution
- Checking received information against practice in group work, company visits, …
- Customer-oriented attitude, e.g. in dealing with complaints
Attitudes:
Job-related:- Ability to plan any activities when fixing a distribution strategy or determining marketing within a service organisation
- Ability to analyse and interpret available information in order to interpret distribution correctly within the marketing mix or when choosing the marketing mix of an organisation
Materials used
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Syllabus and / or course book
Study costs
Syllabus at the going rate for photocopies in Hogeschool Gent and / or a course book at its current price
Expenses linked with lectures and company visits (travel, handouts, …)
Study guidance
Students may address their respective lecturers with any question.
The lecturer coaches group work.
Teaching Methods
Lecture, class discussion of cases and exercises, autonomous work in groups, company visit
Assessment
DISTRIBUTION - 50% of total
- First exam session: written exam 100%
- Second exam session: written exam 100%
Students registered for the examinations only:- First exam session: written exam 100%
- Second exam session: written exam 100%
MARKETING OF SERVICES - 50% of total- First exam session: written exam 60%, continuous assessment 40%
- Second exam session: written exam 100%
Students registered for the examinations only: - First exam session: written exam 60%, individual assignment 40%
- Second exam session: written exam 100%
Students who did not succeed yet got at least 10/20 for either part of the examination, do not have to be re-examined for this part in the second term of the same academic year. They do, however, have to do the exam for the part for which they had less than 10/20, otherwise they will be considered absent for the entire subject.
Lecturer(s)
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