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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.

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.

Module Description

This module guides and supports the teaching of advanced text analysis and criticism. It is designed to nurture the enjoyment and appreciation of significant texts on the part of the students. The module specifies that students develop a deep analytic and critical knowledge and understanding of prescribed texts, based on their in-depth analysis.

The module aims at enabling the students to understand and critique measurement and evaluation, describe the principles, methods and techniques of different roles of measurement and evaluation and the contemporary practices in evaluation in light of current research and professional experience. It also aims at enabling students to apply, pass and interpret the different theories of measurement and evaluation.

Facilitators: 

    Dr. Ndagijimana Jean Baptiste

    University of Rwanda-College of Education

    Department of Foundations, Management and Curriculum Studies

    Phone number: +250788472033

    Email: jndagijimana@yahoo.fr

Module Description

This module is aimed to equip students with general skills in Comparative Literature for Language Education. Students will be introduced to a large range of theoretical literary texts, exploring historical and contemporary issue within modernity, postmodernity, and globalization. This will help students to analyze different literary works from myths, themes, and motifs of humanity and feminism perspectives covering thus different cultures, time, writers, and genres for the purpose of teaching languages and literature education.

This module enables Masters students who are specializing in MED-English Education to discuss and solve issues related to language management, language and mind and language processing which impact on language learning and teaching process. 

This module provides more abilities for advanced analysis in semantics, lexicology, terminology and pragmatics for education. It equips the candidates with the skills to carry out research and analysis on the latest scholarly works in the fields of semantics, lexicology, terminology and pragmatics, specifically their application to education. Besides, the candidate will produce an overview of lexicographical and terminological work on Kinyarwanda, English, French or Kiswahili. He/she will critically analyse lexicons and dictionaries written on one of those four languages within educational context.

Ce module vise à fournir aux étudiants des connaissances approfondies en littérature comparée qui leur permettront d'analyser des œuvres littéraires dans le cadre de l'enseignement de la langue française. Il s’agit des œuvres de différents genres et de cultures variées, d’écrivains d’époques différentes et des thèmes spécifiques.

Le module est l’occasion pour les étudiants de prendre connaissances  des approches nouvelles de l’enseignement-apprentissage du français langue étrangère. Il leur permet d'améliorer les stratégies et les compétences pédagogiques pour un enseignement efficace de la langue de Molière. MLF 6245 vise également à permettre aux étudiants de concevoir et développer des systèmes appropriés d’élaboration des fiches pédagogiques. La transposition de premier niveau des théories didactiques sera  suivie par celle de second niveau fait de  séances de micro-enseignement.

This is a 20-credit module of 200 contact hours (CH) done in Year 3. It deals with reading, translating and critiquing texts of general nature, i.e. gender equality, women empowerment, education, politics, speeches, conference reports, etc. It is a continuation of the module PPT 1A done in Year 2. It is divided into 4 separate components/language combinations that include: (1) Kinyarwanda/English - English/Kinyarwanda (2) Kinyarwanda/French - French/Kinyarwanda, (3) French/English - English/French (4) English/Kiswahili - Kiswahili/English. 

This is a 20-credit module of 200 contact hours (CH) done in Year 2. It deals with translating texts of specialised nature i.e. texts on AIDS/VIH, climate change, greenhouse effect, medicine, science and technology, economics, law, taxation and fiscal policies, etc. The module is divided into separate language combinations that include: (1) Kinyarwanda/English - English/Kinyarwanda (2) Kinyarwanda/French - French/Kinyarwanda, (3) French/English - English/French (4) English/Kiswahili - Kiswahili/English.

The aim of this module is acquaint students with various discourses. It introduces students to media language, legal language, diplomatic language and the economic discourse. Through reading texts from areas, students not only get new terminology but also the style used in each domain.

This course aims to develop and refine your current language skills of speaking, listening, writing and reading in English. 

Ce cours de Français I est un cours hybride; les étudiants doivent avoir appris les lecons élementaires et secondaires pour pouvoir le suivre et le comprendre. Il faut avoir étudié au moins la section littéraire au secondaire, selon les combinaisons prévues durant toute la formation à la section littéraire et linguistique. 

Les composants de ce cours s'articulent autour de 4 parties; 

1. La grammaire

2. La lecture

3. Le parler

4. Audition

The course provides the students with a clear understanding of ICT concepts, manage files and folders, create text processing documents and spreadsheet documents using formulas, database management and produce graphical representation of mathematical and statistical data while being able to communicate/interact with mates and/or tutors using internet features (web browsing and email communications)

Katika somo hili, mwanafunzi atajifunza mbinu tofauti za kuandika, kusoma, kuzungumza pamoja na kusikiliza mambo tofauti tofauti katika lugha ya Kiswahili. 

Dear students, welcome to the module Cultural Studies! We are Dr. Isaie Nzeyimana and Janvier Murenzi, your instructors.

Cultural Studies has become a well-established, exciting, and/but somewhat loose field of inquiry. It is acknowledged that the current interest in culture has replaced that of society. But the move was already observable in the late XIX th century and thought of as an instrumental (political) reinvestment.

This module is not intended to debate the value of the move and turn into a systematic critique of society, neither trying to watch the watchman, the established order. Its profile is rather humble but still deepening: it is designed from the potential of General Philosophy and of Ethical thought to select and come to terms with the central concepts, systems of thought, cultural practices and contexts that contribute(d) to make Rwanda a viable society.