Module BUSI49U15: SERVICES MARKETING

Department: Business School (Business)

BUSI49U15: SERVICES MARKETING

Tied To

• N2P109: Management
• N2P309: Management (Entrepreneurship)
• N2P609: Management (International Business)
• N5K609: Marketing

Pre-requisites

Corequisites

Excluded Combinations

Aims

• To provide students with an in-depth understanding of the key and current issues in the specialist marketing of services;
• To introduce the service marketing mix and explain how to utilize it to develop advanced strategy for service organizations;
• To provide students with a set of analytical frameworks, concepts and tools for critical thinking about services and service-related activities.

Content

• Understanding Service Products, Consumers, and Markets
• Applying the 4Ps of Marketing to Services
• Managing the Customer Interface
• Implementing Profitable Service Strategies

Learning Outcomes

• By the end of the module students will have an advanced knowledge and understanding of:
• the ways in which services differ and how they can be classified
• the critical importance of service activities in the modern world economy
• the complexity of how consumers purchase and evaluate services
• the ways in which marketing concepts, frameworks and tools can be applied to organisations within the services sector

• By the end of the module students will be able to:
• critically analyse the unique elements of services marketing vs. goods marketing
• critically analyse the various dimensions of a service offer
• identify and manage complex customer service experiences including expectations, perceptions, evaluations and outcomes
• identify and prioritise key areas for advanced service design development
• develop and implement profitable advanced service strategies

• effective written and oral communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced computer literacy skills

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

• The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will differ each week and will comprise a balanced mix of lecture-type teaching and seminar-style activities (e.g. group work, case studies, class discussion) such as will enable the learning outcomes to be met. Learning also takes place through independent reading and study.
• The summative assessment is a group project, designed to explore a real-world problem or issue faced by an organisation in the service sector. This will test students’ acquisition of subject-specific knowledge and understanding, and their ability to apply relevant knowledge and skills.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key decisions in practice. In addition, students will also receive general feedback throughout the module in a number of forms such as oral feedback on work prepared by students for seminars; answers to questions either discussed during a seminar, or posted on DUO; and discussions with the lecturer during consultation hours, or via e-mail.