MKT2044 : Services Marketing (Semester 1) for Erasmus / Study Abroad Students
- Offered for Year: 2026/27
- Available to incoming Study Abroad and Exchange students
- Module Leader(s): Professor Klaus Schoefer
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
| Code | Title |
|---|---|
| MKT1002 | Introduction to Marketing |
Pre Requisite Comment
N/A
Co-Requisite
Modules you need to take at the same time
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 1
PART I Understanding Service Products, Consumers, and Markets
- New Perspectives on Marketing in the Service Economy
- Consumer Behaviour 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
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete formative and summative coursework & assessments |
| Scheduled Learning And Teaching Activities | Lecture | 7 | 1:30 | 10:30 | PIP lectures |
| Guided Independent Study | Directed research and reading | 1 | 33:00 | 33:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 4 | 1:00 | 4:00 | PIP Seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 1 | 1:00 | 1:00 | N/A |
| Guided Independent Study | Independent study | 1 | 20:30 | 20:30 | N/A |
| Scheduled Learning And Teaching Activities | Module talk | 1 | 1:00 | 1:00 | N/A |
| Total | 100:00 |
Jointly Taught With
| Code | Title |
|---|---|
| MKT2008 | Services Marketing |
Teaching Rationale And Relationship
The teaching and learning on the module will commence with the first scheduled session for the whole cohort, dedicated to Introduction to the module, with explanation of its relevance, learning aims and outcomes, teaching and assessment methods and will provide opportunities for students to ask questions and get answers.
The module adopts the Harvard approach to learning: lectures convey the essential theories and are supported by a wide range of examples and illustrations from services marketing practice. These examples and illustrations are embedded in the lectures and also offered through structured research and reading activities, non-synchronous discussions, with aim to clarify and complement the material.
The small group teaching sessions, seminars, are focused on analysis of case studies prepared by the Module Leader and designed to offer students the opportunity of thought-provoking discussion in topical issues in services marketing.
One of the scheduled teaching sessions in each semester is reserved for pre-assessment clinic, for instructor to provide formative assessment to students (e.g. joint analysis of good and bad practice/approach examples followed by discussion).
Guided independent study is focused on guided reading of specific chapters/articles suggested by instructors to enhance student independent learning and motivate them to conduct their own secondary data search via independent study.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Digital Examination | 120 | 1 | M | 100 | N/A |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Case study | 1 | M | Students will work on various case studies which will be discussed in seminar-based classes. |
Assessment Rationale And Relationship
The digital examination assesses students acquisition of services marketing concepts and theories.
RESIT INFORMATION: If students are eligible to a second attempt resit will be any failed components and the resit calculation will be based upon the original module calculation.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT2044's Timetable