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 2021-22 Level 5 FHEQ Second Semester 15

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

MKIB153 FUNDAMENTALS OF MARKETING 

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

12

36
Timetable (if known)   60 mins X 1 totaling 6
 
      60 mins X 1 totaling 12
60 mins X 1 totaling 6
 
 
Private Study 114
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: Online Asynchronous Learning Materials
Unscheduled Directed Student Hours: 12
Attendance Recorded: No

Teaching Method : Large Group Teaching
Scheduled Directed Student Hours: 12
Attendance Recorded: Yes

Teaching Method : Seminar
Scheduled Directed Student Hours: 6
Attendance recorded: Yes

Teaching Method : Group Study
Description: Bi-weekly 1 hour session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 6
Attendance Recorded: No

Self-Directed Learning Hours: 114

Skills/Other Attributes Mapping

Skills / attributes: Leadership
How this is developed: Group exercises
Mode of assessment (if applicable): Group Poster

Skills / attributes: International awareness
How this is developed: Group exercises and assessment
Mode of assessment (if applicable): Examination

Skills / attrib utes: Communication skills
How this is developed: Assessment
Mode of assessment (if applicable): Examination

Skills / attributes: Organisational skills
How this is developed: Group exercises
Mode of assessment (if applicable): Group Poster

Skills / attributes: Teamwork
How this is developed: Group exercises
Mode of assessment (if applicable): Group Poster

Skills / attributes: Commercial awareness
How this is developed: Group exercises
Mode of assessment (if applicable): Group Poster

Skills / attributes: Problem solving skills
How this is developed: Tutorial exercises
Mode of assessment (if applicable)

Skills / attributes: Ethical Awareness
How this is developed: Throughout the module and through the assessments.
Mode of assessment (if applicable): Group Poster and Examination

Skills / attributes: Creative Skills
How this is developed: Though the poster development.
Mode of assessment ( if applicable): Group Poster


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.