MKT2044 : Services Marketing (Semester 1) for Erasmus / Study Abroad Students
- Offered for Year: 2017/18
- Module Leader(s): Dr Josephine Go Jefferies
- Lecturer: Prof. Christof Backhaus
- Other Staff: Miss Ruby Zhang
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
|Semester 1 Credit Value:||10|
The conventional 4Ps of the marketing mix are extended to 7Ps of the services marketing mix. Students will gain an appreciation and understanding of the practical application of the service mix in relation to a variety of service markets, both in the UK and globally.
To develop an understanding of the nature of services and practical issues relating to them.
To begin to think independently and critically when considering reading material.
To understand the theoretical importance of service marketing.
The module will incorporate use of lectures to deliver key aspects of theory which will make use of core texts, journal articles and other relevant materials. Seminars will provide students with an opportunity to learn by interacting with academic teaching staff, industry guests and student peers alike.
Outline Of Syllabus
PART I Understanding Service Products, Consumers, and Markets
- New Perspectives on Marketing in the Service Economy
- Consumer Behavior in a Services Context
- Positioning Services in Competitive Markets
PART II Applying The 4 Ps Of Marketing to Services
- Developing Service Products: Core and Supplementary Elements
- Distributing Services Through Physical and Electronic Channels
- Setting Prices and Implementing Revenue Management
- Promoting Services and Educating Customers
|Guided Independent Study||Assessment preparation and completion||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||6||2:00||12:00||N/A|
|Guided Independent Study||Directed research and reading||1||32:00||32:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||6||1:00||6:00||N/A|
|Guided Independent Study||Independent study||1||25:00||25:00||N/A|
Jointly Taught With
Teaching Rationale And Relationship
During lectures, students will gain the basic theory and develop the knowledge required to appreciate and understand the main elements of Services Marketing.
Case studies will also provide additional support and expand practical issues involved with implication and management of Services Marketing.
Seminars will enable students to develop their depth of understanding and appreciation of practical issues involved in Services Marketing. Teamwork and Oral Presentation will be used as a platform for students to demonstrate their critical thinking skills by analysing Service Marketing research based around specific topics covered during lectures. This will be facilitated by being introduced to and having practiced other key skills:- planning and organising, initiative, problem solving and computer and information literacy. Students will also be provided with more detail on good presentation skills by providing examples of both good and bad techniques, which students will analyse.
The format of resits will be determined by the Board of Examiners
Assessment Rationale And Relationship
The essay assesses students' knowledge and understanding of a wide range of services, maketing concepts and theories.