Global Opportunities

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

Semester 2 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


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

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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture111:0011:00PIP lectures
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching51:005:00PIP seminars
Guided Independent StudyIndependent study121:0021:00N/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

Exam Pairings
Module Code Module Title Semester Comment
MKT2008Services Marketing2N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay2M1002000 word essay
Formative Assessments
Description Semester When Set Comment
Computer assessment2MUse of tech-enabled learning e.g. Canvas moderated Discussion Boards
Written exercise2MEssay outline (100 words) e.g. with annotated list of 3 key references to be submitted as an Appendix to final essay
Aural Examination2MIn-seminar small group presentations
Assessment Rationale And Relationship

The essay assesses students' knowledge and understanding of a wide range of services, marketing concepts and theories. The essay also assesses the students' critical thinking, awareness of the global business environment, and their logical use of academic literature sources to make a persuasive argument.

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’ group study and private study; Information literacy will be introduced and practised 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 practised during seminars and private study.

Reading Lists