ULMS Electronic Module Catalogue
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title SERVICES MARKETING
Code MKIB255
Coordinator Dr T Kearney
Marketing (ULMS)
Treasa.Kearney@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 5 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):
 

Modules for which this module is a pre-requisite:
 

Programme(s) (including Year of Study) to which this module is available on a required basis:
 

Programme(s) (including Year of Study) to which this module is available on an optional basis:
 

Teaching Schedule
  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 24

   5

       29
Timetable (if known) 120 mins X 1 totaling 24
  		           
Private Study 121
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 2: Written examination paper Formal Examination Managed by SAS: Yes Unseen: Yes Duration: 2 hours Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penal  2 hours    75       
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 1: Group Poster Submission Type: Coursework Size: A1 Poster Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies Anonymous Assessment: Yes   A1 Poster    25       

Aims

Western economies are dominated by services. Indeed, more than two-thirds of the workforce in many countries are designated as service employees. Consequently, the broad aim of this module is to introduce students to the sub-discipline of services marketing. Throughout the module, students will be provided with the tools to critically evaluate the theoretical aspects of services marketing. At the same time, students will be expected to reflect on how theory translates into practice, and will be encouraged to select appropriate services marketing frameworks to analyse specific national and international service organisations and sectors. The module stresses the distinctiveness of services marketing from tangible goods marketing. Practical application of theoretical services marketing material is examined within a diverse range of sectors including financial services, hotels, restaurants, airlines, universities, theme parks, and charities. Management of customer satisfaction and perce ived service quality are themes that are interwoven into all of the components of the module syllabus. The module endeavours to provide a challenging and supportive learning environment for students by enhancing the key skills and subject knowledge appropriate to pursuit of a career in services marketing.

Learning Outcomes

(LO1) Students will be able to define the nature, scope, and key characteristics of services marketing.

(LO2) Students will be able to critically evaluate theoretical frameworks and terminology drawn from the services marketing literature.

(LO3) Students will be able to apply services marketing concepts that acknowledge the inherent distinction between (tangible) goods and (intangible) services marketing.

(LO4) Students will be able to apply extended marketing mix strategies appropriate to the objectives, resources, and environment of both profit and non-profit service organisations.

(LO5) Students will be able to demonstrate an understanding of the ethical implications with in service delivery.

(LO6) Students will be able to demonstrate an international awareness of diverse service organisations in developed and emerging markets.

(S1) Problem solving skills

(S2) Commercial awareness

(S3) Teamwork

(S4) Organisational skills

(S5) Communication skills

(S6) International awareness

(S7) Leadership

(S8) Ethical Awareness

(S9) Creative Skills

Teaching and Learning Strategies

Teaching Method 1: Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

Teaching Method 2: Tutorial
Scheduled Directed Student Hours: 5
Attendance Recorded: Yes

Self-Directed Learning Hours: 121

Syllabus
 

Evolution of services marketing;

Classification of services;

Services Marketing System;

Physical Evidence/The Servicescape;

Managing Processes;

People (employee and customer) management;

Product/Price/Promotion/Distribution strategies for services;

Non-Profit sector;

Relationship Marketing/Internal Marketing;

Customer satisfaction;

Services Quality;

Digital Services.

Recommended Texts
Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.