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.

(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 Method : Lecture
Scheduled Directed Student Hours: 24
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 / attributes: Communication skills
How this is developed: Assessment
Mode of assessment (if applicable): Examination

Skills / attributes: Orga nisational 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

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.