Module Catalogue 2018/19

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

  • Offered for Year: 2018/19
  • Module Leader(s): Dr Josephine Go Jefferies
  • Other Staff: Miss Ruby Zhang
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
ECTS Credits: 5.0
Pre Requisites
Code Title
MKT1002Introduction to Marketing
MKT1026Essentials of Marketing - Part 1
Pre Requisite Comment


Co Requisites
Co Requisite Comment



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

Learning Outcomes

Intended Knowledge Outcomes

By the end of this module students should 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 students should have developed core skills as below : 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 private study and private study; Information literacy will be introduced and practiced 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.

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Critical Thinking : Present
    • Data Synthesis : Present
    • Active Learning : Present
    • Literacy : Assessed
    • Information Literacy
      • Source Materials : Assessed
      • Synthesise And Present Materials : Present
  • Self Management
    • Self Awareness And Reflection : Present
    • Planning and Organisation
      • Goal Setting And Action Planning : Present
    • Personal Enterprise
      • Initiative : Present
      • Independence : Present
      • Problem Solving : Assessed
      • Adaptability : Present
  • Interaction
    • Communication
      • Oral : Present
      • Interpersonal : Present
      • Written Other : Assessed
    • Team Working
      • Collaboration : Present
      • Relationship Building : Present
      • Leadership : Present
      • Negotiation : Present
  • Application
    • Commercial Acumen
      • Market Awareness : Assessed
      • Business Planning : Assessed
    • Social Cultural Global Awareness : Present

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture62:0012:00N/A
Guided Independent StudyAssessment preparation and completion125:0025:00N/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.

Reading Lists

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.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2018/19 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 2018/19 entry will be published here in early-April 2018. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.