Study Abroad and Exchanges



MKT2044 : Services Marketing (Semester 1) for Erasmus / Study Abroad Students

Semester 1 Credit Value: 10
ECTS Credits: 5.0


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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion125:0025:00N/A
Scheduled Learning And Teaching ActivitiesLecture62:0012:00N/A
Guided Independent StudyDirected research and reading132:0032:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
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.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1A1002000 words
Assessment Rationale And Relationship

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

Reading Lists