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 perceived ser vice 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 discuss ethical implications associated with service delivery.

(LO6) Students will be able to explore service marketing concepts in relation to diverse service organisations in developed and emerging markets, demonstrating international awareness

(S1) Problem solving skills

(S2) Commercial awareness

(S3) Teamwork

(S4) Organisational skills

(S5) Communication skills

(S6) International awareness

(S7) Digitally confident

(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: International awareness
How this is developed: In today’s global environment, there are few services that are not either international or are facing international competition – teaching and learning activities throughout the module will consider this.
Mode of assessment (if applicable): Group Media Session and Exam

Skills / attributes: An excellent communicator
How this is developed: You will be encou raged to focus on your communications in all aspects of this module, for example; in the way you communicate in seminars and via your writing styles. Through your assignments you will be asked to communicate visually or orally. You will be given advice on how to develop these skills. The way you communicate with others will help to develop your learning and directly via assignment one
Mode of assessment (if applicable): Group Media Session and Exam

Skills / attributes: Organisational skills
How this is developed: you will be encouraged to create a timeline for your assignment and for your exam preparation. In seminars students will have sessions dedicated to the Media session that they will need to prepare for
Mode of assessment (if applicable): Group Media Session and Exam

Skills / attributes: Teamwork
How this is developed: Teamwork is developed during every seminar and will also focus on the assignment. Students will be required to work in small groups on a given task, and then feedback to the rest of the class.
Mode of assessment (if applicable): Group Media Session

Skills / attributes: Commercial awareness
How this is developed: Real-life application is a must on this module and commercial awareness is taught throughout most of the learning activities.
Mode of assessment (if applicable): Group Media Session and Exam

Skills / attributes: Problem solving skills
How this is developed: Students will be given tasks within seminars and provided with resources to develop their problem solving skills.
Mode of assessment (if applicable):

Skills / attributes: Creative Skills
How this is developed: Though the optionality of the Media Session, students can choose which type of communication they wish to use and can be as creative as they like in developing the media session
Mode of assessment (if applicable): Group Media Session

Skills / attributes: Digitally confident
How this is de veloped: Students will need to engage in various learning activities using online resources. Additionally, students will creative a Media session (either a Poster or a Video) and conduct research, include searching content online to complete the assignments
Mode of assessment (if applicable): Group Media Session

Skills / attributes: Ethical Awareness
How is this developed: Students will obtain insights for understanding ethical issues relating to services marketing practices and service decisions during relevant lecture topics and discussions.
Mode of assessment (if applicable): Group Media Session and Exam

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.