Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)

Module BUSI42W15: Delivering Service Excellence (Blended Learning)

Department: Economics, Finance and Business (Business)

BUSI42W15: Delivering Service Excellence (Blended Learning)

Type Tied Level 4 Credits 15 Availability Available in 2010/11 Module Cap None.
Tied to
Tied to


  • None.


  • None.

Excluded Combination of Modules

  • Delivering Service Excellence (Block Taught)


  • To provide a comprehensive overview of the strategic and operational dimensions of service delivery
  • To develop an understanding of, and ability to critically examine, the quality of service provision in a range of sectors/organisations that depend upon excellence for competitive advantage
  • To equip students with the conceptual and practical skills needed to successfully develop service delivery, management and recovery plans


  • Models of marketing and operations services management
  • Capacity, forecasting and demand management in service operations
  • Managing customer expectations and perceptions
  • The role of customers in services
  • Service quality, productivity and performance measurement
  • Service recovery and service guarantees
  • Service innovation - developing and delivering new services
  • Integrated services marketing communications strategies
  • Customer loyalty development strategies

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students should:
  • have a critical understanding of the nature, form and structure of service delivery;
  • have a grounded understanding of strategic and operational dimensions of service industries;
  • have a critical appreciation of the importance of service excellence to competitive advantage.
Subject-specific Skills:
  • By the end of the module students should:
  • be able to examine and critically evaluate service performance/delivery;
  • be able to develop an appropriate service management strategy;
  • be able to critically evaluate the value of service excellence to an organisation.
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via blended learning and in the form of discrete Study Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Extensive use of learning technologies is also employed to reinforce learning, including online seminars. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post, fax and video-conferencing).
  • The summative written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Blended-learning Study Units (a combination of specially written materials, directed reading, self-assessed assignments, e-learning resources, and guidance for further reading) 8 150
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report, based on a case analysis of an organisation's service delivery and performance 4,000 words maximum 100% Same

Formative Assessment:

Virtual team-based discussions and case-study exercises, delivered via DUO.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University