The University of Southampton

MANG2051 Services Value for Digital Managers (SIM)

Module Overview

This marketing module is designed to build the understanding of marketing principles, and operationalise the strategic marketing issues introduced in Strategic Marketing Decisions (MANG2047). It examines how to manage aspects of services marketing and value within the context of digital marketing activities. Hence, it aims to provide practical and analytical guidance for increasing value for both customers and the organisation in a digital landscape.

Aims and Objectives

Module Aims

to enable you to develop an understanding of the role of value within marketing. Value is a broad term, but one that embodies what marketing is about. Marketing’s role is to create value for customers, but also to create value for the organisation and its shareholders. Services account for over 75% of worldwide GDP, and an understanding of their nature is therefore critical to operating as a marketing manager today. Both of these concepts will be explored within a digital and analytical context.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the nature, characteristics, and measurement of value and within the domain of (digital) marketing;
  • the nature, characteristics, and measurement of service within the domain of (digital) marketing.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • demonstrate a critical appreciation of value and service problems, and how theoretical and empirical understanding of these problems can be used to enhance the practice of (digital) marketing;
  • implement techniques to measure value and service, so that these concepts can be effectively managed.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • analyse and create theoretical and empirical evidence of a qualitative or quantitative nature;
  • communicate orally and in writing ideas, knowledge, and arguments with brevity and clarity.


Topics Include: Introduction to Module, Assessments, Concepts of Value; Pricing for Value, Communicating Value; Value-Based Strategy: Driving Value and Growth; Services, Service Encounters, and the Servicescape; The Extended Services Marketing Mix and Value; Customer Expectations and Perceptions, Service Quality and SERVQUAL; Electronic Service Quality, E-SERVQUAL, WEBQUAL, Designing and Using Multi-Item Scales; Measuring (Electronic) Service Quality Part 1: Introduction to (Services) Statistics; Measuring (Electronic) Service Quality Part 2: Factor Analysis and Reliability; Co-Creation of Digital Value: Using Customers in Services; Managing for Value, Leading for Value

Learning and Teaching

Teaching and learning methods

Typically you will study the module over 4 weeks. 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, 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 / problem solving activities • In-class debate and discussion • Private study (reading journal articles, critical discussion with peers)

Wider reading or practice32
Follow-up work22
Preparation for scheduled sessions22
Practical classes and workshops5
Completion of assessment task40
Total study time150

Resources & Reading list

Journal of Services Marketing. ,0 , pp. 0.

European Journal of Marketing. ,0 , pp. 0.

Journal of Service Management. ,0 , pp. 0.

Doyle, P (2008). Value Based Marketing. 

Linton C, & Donnelly (2009). Delivering Customer Value Through Marketing. 

J.Brock Smith and Mark Colgate (2007). Customer Value Creation: A Practical Framework. 

Journal of Marketing. ,0 , pp. 0.

Ferrell, O. C. and Hartline, M. D. (2009). Marketing Strategy. 

Journal of Service Research. ,0 , pp. 0.



Formative Assessment


MethodPercentage contribution
Individual Coursework  (3000 words) 100%


MethodPercentage contribution
Individual Coursework  (3000 words) 100%


MethodPercentage contribution
Individual Coursework  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Books and Stationery equipment

Recommended texts for this module may be available in limited supply in the SIM University Library and/or online via the University of Southampton Library and students may wish to purchase the mandatory/ additional text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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