Module Catalogue 2014/15

MKT2045 : Services Marketing (Semester 2) for Erasmus / Study Abroad Students

  • Offered for Year: 2014/15
  • Module Leader(s): Prof. Markus Blut
  • Owning School: Newcastle University Business School
Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0
Pre Requisites
Code Title
MKT1002Introduction to Marketing
MKT1026Essentials of Marketing - Part 1
Pre Requisite Comment

N/A

Co Requisites
Co Requisite Comment

N/A

Aims

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

SEMESTER 2

PART I
-       Managing the Customer Interface
-       Designing and Managing Service Processes
-       Balancing Demand and Productive Capacity
-       Crafting the Service Environment
-       Managing People for Service Advantage

PART II
-       Implementing Profitable Service Strategies
-       Managing Relationships and Building Loyalty
-       Complaint Handling and Service Recovery
-       Improving Service Quality and Productivity
-       Striving for Service Leadership

Learning Outcomes

Intended Knowledge Outcomes

By the end of this module students should be able to:-
1.Appreciate and understand the importance of services and service marketing in the marketing environment
2.Describe and discuss the main elements of service marketing and their relevance in specific businesses and industries
3.Appreciate the issues involved in internal and external management of service marketing

Intended Skill Outcomes

By the end of the module students should have developed core skills as below : Written communication will be assessed via the written assessment; interpersonal, oral presentation and planning and organising skills will be introduced, practised and assessed during seminars and during seminar presentations; Planning and organising will also be practised and assessed during seminar presentations, students private study and private study; Information literacy will be introduced and practiced in lectures and seminars and assessed during the assignment; problem solving and initiative will be introduced and practised during lectures and seminars; adaptability will be introduced into seminars and can be used in student private study time to read around the subject; numeracy will not be included in module skills; computer literacy will be introduced and practiced during seminars and private study.

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Critical Thinking : Present
    • Data Synthesis : Present
    • Active Learning : Present
    • Literacy : Assessed
    • Information Literacy
      • Source Materials : Assessed
      • Synthesise And Present Materials : Present
  • Self Management
    • Self Awareness And Reflection : Present
    • Planning and Organisation
      • Goal Setting And Action Planning : Present
    • Personal Enterprise
      • Initiative : Present
      • Independence : Present
      • Problem Solving : Assessed
      • Adaptability : Present
  • Interaction
    • Communication
      • Oral : Present
      • Interpersonal : Present
      • Written Other : Assessed
    • Team Working
      • Collaboration : Present
      • Relationship Building : Present
      • Leadership : Present
      • Negotiation : Present
  • Application
    • Commercial Acumen
      • Market Awareness : Present
      • Business Planning : Assessed
    • Social Cultural Global Awareness : Present

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture61:006:00N/A
Scheduled Learning And Teaching ActivitiesLecture62:0012:00N/A
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
Total100:00
Jointly Taught With
Code Title
MKT2008Services Marketing
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.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination902A100N/A
Exam Pairings
Module Code Module Title Semester Comment
MKT2008Services Marketing2N/A
Assessment Rationale And Relationship

The examination assesses students' knowledge and understanding of a wide range o fservices, marketing concepts and theories.

Timetable

Past Exam Papers

General Notes

N/A

Note: The Module Catalogue now reflects module information relating to academic year 14/15. Please contact your School Office if you require module information for a previous academic year.

Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.