Services Value for Digital Managers

Module overview

This marketing module is designed to build upon the understanding of marketing principles gained in introductory marketing classes. 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

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

learn techniques to measure value and service, so that these concepts can be effectively managed.
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;

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/or in writing ideas, knowledge, and arguments with brevity and clarity.

Knowledge and Understanding

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

the nature, characteristics, and measurement of service within the domain of (digital) marketing.
the nature, characteristics, measurement of value and within the domain of (digital) marketing;

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 the report. 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 of suggested texts, journal articles, critical discussion with peers)

Study time
Type	Hours
Lecture	24
Practical classes and workshops	6
Completion of assessment task	40
Preparation for scheduled sessions	22
Follow-up work	54
Seminar	4
Total study time	150

Resources & Reading list

General Resources

Journals. Journal of Marketing European Journal of Marketing Journal of Service Management Journal of Services Marketing Journal of Service Research

Journal Articles

Almquist, Eric, John Senior and Nicolas Block (2016). The Elements of Value. Harvard Business Review, (September), pp. pp. 47-53.

J. Brock Smith and Mark Colgate (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice 15, no. 1, pp. 7-23.

Textbooks

John Wiley and Sons. Value Based Marketing.

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

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

Assessment Type: Formative
Feedback: Formative feedback will be provided in lectures, seminars, office hours, and via email when questions are asked of the module leader.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Report	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.

Breakdown
Method	Percentage contribution
Report	100%

Repeat Information

Repeat type: Internal & External