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 KMBA633
Coordinator Dr LB Day
Strategy, IB and Entrepreneurship
Lisa.Day@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ Whole Session 15

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

KMBA710 BEING A LEADER; KMBA711 THE ORGANISATION IN STRATEGIC CONTEXT; KMBA712 FINANCE AND ACCOUNTING FOR MANAGERS; KMBA713 MARKET PERSPECTIVES; KMBA714 INNOVATION AND CHANGE 

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           50

100

150
Timetable (if known)              
Private Study 0
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
Assessment 1 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Every 2nd week (Appr    30       
Assessment 2 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Weekly    20       
Assessment 3 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Every 2nd week (Fina    30       
Assessment 4 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Every 2nd week (Fina    20       

Aims

To provide students with an understanding of the unique factors that combine to facilitate the marketing of non-tangible products and/or service offerings within the context of a private sector, public (government) or not for profit/charitable organization.

To allow students to select a range of internal and external secondary source reference materials and several case studies to develop a clear understanding of the distinctive aspects of marketing as applied to both services and hybrid service/product offerings.


Learning Outcomes

(LO1) Compare the similarities and differences in the marketing of services as contrasted with tangible physical products.

(LO2) Formulate an expanded (services) marketing mix (the 7P's) to reflect the wider range of component elements needed in developing and maintaining viable services marketing strategies.

(LO3) Analyse the trends and developments that characterize services marketing thinking in today's contemporary customer service relationship (CSR) oriented organizations.

(LO4) Judge how to manage all points of interaction between the customer and the organization within services environments.

(LO5) Develop an appreciation of the importance of establishing a viable services market strategy through the creation of an original services marketing plan on an approved topic.

(LO6) Assess the importance of customer loyalty and relationships in a services or hybrid oriented setting.

(S1) Communication Skills: Students will have opportunities to develop written and oral communication skills through group discussions, in-class presentations and coursework. This will be assessed by written assignments, reports the dissertation and short individual and group presentations.

(S2) Problem Solving and Decision Making: Students will be challenged to think critically about organisational issues and dilemmas. They will do this by gathering and synthesising information, analysing alternative perspectives and options and presenting a considered opinion or course of action in their course assessment.

(S3) Information and Communication Technology Skills: Students will have opportunities to improve their ICT skills. Students will demonstrate skills in the use of software applications including word processing, visual presentations, data bases, econometric packages, spreadsheets and using the internet for information searches in the course of researching and presenting coursework.

(S4) Personal Effectiveness: This applies to all modules where students will be encouraged to think critically about theory and practice and to challenge and critique assumptions about management, economic and financial theory.

(S5) Time management. This applies to all modules of the programme and is relevant for planning scheduled work and meeting assessment deadlines. This will be evident in the students’ independent management of their assignments and coursework and by meeting coursework deadlines.


Teaching and Learning Strategies

Teaching Method 1 - Virtual classroom hours (for online modules)
Notes: Number of hours per week, per student expected in the virtual classroom in discussion, dedicated to group work and individual assessment is 7.

Teaching Method 2 - Non-classroom hours (for online modules)
Notes: Number of hours per week, per student expected for reading, research and other individual work to support engagement in the classroom is 13.


Syllabus

 

Understanding service products, consumers and markets

Service Products and distribution

Setting prices and promoting services

Managing the customer interface

Crafting the service environment and managing people

Managing relationship and complaint strategies

Service quality and productivity

Service leadership.


Recommended Texts

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