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
Semester 1 Credit Value:
Semester 2 Credit Value:
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
– 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
– 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
|Guided Independent Study||Assessment preparation and completion||1||64:00||64:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||12||2:00||24:00||N/A|
|Guided Independent Study||Directed research and reading||1||50:00||50:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||12||1:00||12:00||N/A|
|Guided Independent Study||Independent study||1||50:00||50:00||N/A|
Jointly Taught With
|MKT2045||Services Marketing (Semester 2) for Erasmus / Study Abroad Students|
|MKT2044||Services 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.
The format of resits will be determined by the Board of Examiners
|MKT2045||Services Marketing (Semester 2) for Erasmus / Study Abroad Students||2||N/A|
|Written exercise||1||M||use 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.