MKT2008 : Services Marketing
- Offered for Year: 2026/27
- Module Leader(s): Professor Klaus Schoefer
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
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
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | Time for students to complete formative and summative coursework and assessments |
| Scheduled Learning And Teaching Activities | Lecture | 14 | 1:30 | 21:00 | PIP lectures |
| Guided Independent Study | Directed research and reading | 1 | 67:00 | 67:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 8 | 1:00 | 8:00 | PIP Seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 2 | 1:00 | 2:00 | N/A |
| Guided Independent Study | Independent study | 1 | 40:00 | 40:00 | N/A |
| Scheduled Learning And Teaching Activities | Module talk | 2 | 1:00 | 2:00 | N/A |
| Total | 200:00 |
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 Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 120 | 1 | A | 50 | N/A |
| Written Examination | 120 | 2 | A | 50 | N/A |
Exam Pairings
| Module Code | Module Title | Semester | Comment |
|---|---|---|---|
| Services Marketing (Semester 2) for Erasmus / Study Abroad Students | 2 | N/A |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Case study | 1 | M | In-seminar small group presentations |
| Case study | 2 | M | In-seminar small group presentations |
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.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT2008's Timetable