Services Marketing

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;
• 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;
• critically analysing current and future service marketing situations that will lead to effective decision making.

Knowledge and Understanding

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

• the nature, characteristics, and importance of services and service marketing;
• the nature, characteristics, and issues involved in internal and external management of 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.

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

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)

Summative

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

Referral

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

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.