Module overview
This module is designed to enhance students’ knowledge of services marketing in a variety of service markets, both in the UK and globally. Hence, it sets out to develop an understanding of the nature of the marketing of services, key underpinning concepts, and the issues associated with its application in practice.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically evaluate the service experience, so that it can be effectively managed;
- critically analysing current and future service marketing situations that will lead to effective decision making.
- demonstrate a critical appreciation of service problems, and how theoretical and empirical understanding of these problems can be used to enhance the practice of services marketing;
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the nature, characteristics, and issues involved in internal and external management of service marketing.
- the nature, characteristics, and importance of services and service marketing;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- communicate ideas, knowledge, and arguments with brevity and clarity.
Syllabus
Exemplar Topics Include:
Marketing in the Services Industries
Role of Service in Delivering Value
Services Customer Behaviour and Relationships
Influences of the Characteristics of Services
The Extended Services Marketing Mix
Service Quality and SERVQUAL
Service Design and New Service Development
Service Delivery Process and Servicescapes
Service Encounters and the Role of People
Complaints and Service Recovery
Managing the Service Experience
Electronic Service Quality
Learning and Teaching
Teaching and learning methods
The teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through lectures and seminars which will include individual and group practical exercises, labs and workshops, and case studies. Outside of scheduled class times, students will be expected to organise self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of assessed coursework. Students will be expected to play a highly interactive part in lectures and seminars.
Learning activities:
- Lectures and small-group seminars
- Case studies / live client project briefs / problem solving activities
- In-class debate and discussion
- Private study (reading of suggested texts, journal articles, critical discussion with peers)
| Type | Hours |
|---|---|
| Independent Study | 116 |
| Teaching | 34 |
| Total study time | 150 |
Resources & Reading list
Internet Resources
Journal of Services Marketing.
Journal of the Academy of Marketing Science.
European Journal of Marketing.
Journal of Service Management.
Textbooks
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., and Pandit, A. (2016). Services Marketing: Integrating Customer Focus Across the Firm, (3rd Ed.). McGraw Hill.
Hoffman, K. Douglas and John E.G. Bateson (2017). Services Marketing: Concepts, Strategies and Cases. South-Western Cengage.
Assessment
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Essay | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Essay | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Essay | 100% |
Repeat Information
Repeat type: Internal & External