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 ULMS803
Coordinator Miss RC Spence
Marketing (ULMS)
Rachel.Spence@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 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 6

12

      6

6

30
Timetable (if known) 60 mins X 1 totaling 6
 
120 mins X 1 totaling 12
 
      60 mins X 1 totaling 6
60 mins X 1 totaling 6
 
 
Private Study 120
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Individual written assignment There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  -2500 words    90       
Individual essay. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  -750 words    10       

Aims

This modules aims to:

Introduce students to the current thinking and debate on the service-dominant logic of marketing;

Develop the consumer perspective on service experiences;

Identify how sensory perception influences cognitive and affective responses to a service environment.


Learning Outcomes

(LO1) Students will be able to engage meaningfully in the goods-dominant versus service-dominant logic of marketing debates;

(LO2) Students will be able understand how consumers use and integrate their resources in the digital age;

(LO3) Students will be able to incorporate experiential elements in service design;

(LO4) Students will have up-to-date knowledge of consumer perceptions of service quality;

(S1) Adaptability. Lecture and case study material is used to demonstrate the importance of individual and organisation flexibility in a service management context.

(S2) Problem solving skills. Students work individually and collectively in groups on tasks that are set during lectures that focus upon finding creative and imaginative solutions to managerial problems that draw upon detailed understanding of the relevant academic literature.

(S3) Commercial awareness. Commercial awareness is inevitably a crucial component of the overall teaching and learning experience of a services marketing module module. Students work individually and collectively in groups on tasks that are designed to enhance their commercial awareness in a highly competitive environment.

(S4) Organisational skills. Via interactive discussions in lectures.

(S5) Communication skills. Students work individually and collectively in groups on tasks that are set during lectures that focus upon the nurturing of their own communication skills. Such skill development also acknowledges the development of awareness of the importance of verbal and non-verbal (e.g., the servicescape) communication in service management.

(S6) International awareness. Students work individually and collectively in groups on tasks that are set during lectures that focus upon managerial problems typically encountered by international service brands. Overcoming problems faced by such service managers (e.g., regarding service quality enhancement and service failure recovery) should draw upon detailed understanding of the relevant services marketing literature.

(S7) Ethical awareness. Via examples in lectures and various case studies provided to students.

(S8) Leadership. Students work individually and collectively in groups on tasks that are set during lectures that focus upon developing service management skills that stress the distinctiveness between services and tangible goods marketing and draw upon detailed understanding of the relevant academic literature.


Teaching and Learning Strategies

Hybrid delivery, with social distancing on campus.

1 hour online asynchronous learning per week x 6 weeks
1 hour face-to-face synchronous lecture per week x 6 weeks
2 hour face-to-face seminar every week x 6 weeks
1 hour face-to-face peer-to-peer learning every week (unscheduled) x 6 weeks
Self-directed learning x 120 hours

An assortment of online asynchronous learning activities (e.g., podcasts, self-assessment quizzes, video links, readings, etc.)

A weekly student-led task, designed to help with the module assessment

A weekly ‘office hours’ where students can contact the Module Leader about any module-related issue

Outside of lectures and seminars, students are expected to read around the topics explored in the module and prepare for assessment. Students are encouraged to attend the ULMS study skills workshops to improve their critical writing and personal development.


Syllabus

 

Structuring, referencing and critical thinking.

Service-Dominant Logic of Marketing:
Co-creation of value;
Consumer experiences and service theatre;
Organisational and consumer resource integration;
Relationships and networks.

Service Design and Quality:
Servicescapes and musicscapes;
Service blueprints;
Perceived service quality: gaps model and dimensions of service quality.


Recommended Texts

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