Undergraduate

modules

Modules

MKT2008 : Services Marketing

Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

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.
The lectures will provide students with an opportunity to learn by interacting with academic teaching staff, industry guests and student peers alike.

Outline Of Syllabus

SEMESTER 1
–       Introduction to module and Overview of Service Marketing
–       Service Design and NSD
–       Service Offering
–       Managing Firms Physical Evidence
–       Value Creation
–       Service Delivery Process
–       Service Encounter

SEMESTER 2
–       Service Strategy: Managing the Service Experience
–       Ethical Issues in Service Marketing
–       Managing Service Employees and Customer Relationship Management
–       Assessing and Improving Service Delivery
–       Service Quality and Consumer Satisfaction
–       Service Failure and Recovery Strategies
–       Review

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Scheduled Learning And Teaching ActivitiesLecture122:0024:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching121:0012:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Total200:00
Jointly Taught With
Code Title
MKT2045Services Marketing (Semester 2) for Erasmus / Study Abroad Students
MKT2044Services Marketing (Semester 1) for Erasmus / Study Abroad Students
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 Service Marketing

Case studies will also provide additional support and expand practical issues involved with implication and management of Service Marketing.

Seminars will enable students to develop their depth of understanding and appreciation of practical issues involved in Service 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.

Assessment Methods

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

Exams
Description Length Semester When Set Percentage Comment
Written Examination901A50N/A
Written Examination902A50N/A
Exam Pairings
Module Code Module Title Semester Comment
2N/A
Assessment Rationale And Relationship

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

Reading Lists

Timetable