Business and management studies

Services Marketing

Module code: N1572
Level 6
15 credits in spring semester
Teaching method: Seminar, Lecture
Assessment modes: Coursework, Seen examination

The services sector accounts for three-quarters of GDP and employment in developed countries – this module will explore the distinctive characteristics of services and explain how these impact on the marketing used by firms.

The module will examine the management of service processes; customer behaviour in service settings; internal marketing and the role of employees; and the management of customer relationships. The importance of service quality, complaint handling and service recovery will also be explored.

This course will enable you to:

  • understand and appreciate the role and importance of the service sector in developed economies
  • understand the key components of marketing management and strategy in services
  • identify and understand the theories applicable to service challenges and opportunities in services.

Module learning outcomes

  • Discuss how the service sector operates in developed economies
  • Define and illustrate the main theories in services marketing
  • Appraise the ways in which theory can be practically applied to a range of service settings
  • Develop and justify alternative marketing approaches that can be adopted by marketing management