Strategy and Marketing

Services Marketing

Module code: N1572
Level 6
15 credits in autumn semester
Teaching method: Workshop, Lecture
Assessment modes: Take away paper, Coursework

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

• Understand what is meant by a good service and a good customer experience
• Identify and understand the main theories in services marketing
• Critically evaluate the ways in which theory can be practically applied to a range of service settings
• Develop and critically evaluate alternative approaches that can be adopted to manage service quality and customer experience.