Module Catalogue 2026/27

Pre Requisite Comment

N/A

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 and seminars 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

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 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 Rationale And Relationship

In Semester 1, the examination assesses students' knowledge and understanding of a wide range of services marketing concepts and theories. In Semester 2, the focus of the assessment shifts towards application of knowledge regards services marketing concepts and theories to a relevant written case.

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.

General Notes

N/A