Module Catalogue 2019/20

MKT2008 : Services Marketing

  • Offered for Year: 2019/20
  • Module Leader(s): Dr Josephine Go Jefferies
  • Lecturer: Ms Yulia Dzenkovska
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Code Title
MKT1002Introduction to Marketing
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.
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

Learning Outcomes

Intended Knowledge Outcomes

At the end of the module I will 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 I should have developed core skills as below: Demonstrate critical analysis skills leading to theory and research informed decisions in current and future marketing situations that will lead to effective decision making; Develop the resilience to work effectively either independently or within cross-cultural groups, synthesising solutions based on their different thinking, experience and skills to address unfamiliar problems in unfamiliar contexts utilising their time management skills; Produce and present findings derived from information collected from different sources in written work and oral presentations in a professional style

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.

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 Examination901A50N/A
Written Examination902A50N/A
Exam Pairings
Module Code Module Title Semester Comment
MKT2045Services Marketing (Semester 2) for Erasmus / Study Abroad Students2N/A
Formative Assessments
Description Semester When Set Comment
Written exercise1Muse of tech-enabled learning e.g. OMBEA for in-class revision
Assessment Rationale And Relationship

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

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 practiced during seminars and private study.

Timetable

Past Exam Papers

General Notes

N/A

Disclaimer: The information contained within the Module Catalogue relates to the 2019/20 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2020/21 entry will be published here in early-April 2019. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.