Marketing of Services

This module aims to introduce the theoretical and research issues surrounding the fast expanding field of service marketing.

It is designed to develop an understanding of the special context and techniques in the marketing of services. For those who recognise the crucial role that services play in the economy and its future, this module aims to develop an appreciation and understanding of services marketing from a theoretical point of view as well as in a business and management context.

This module explores frameworks for understanding the nature and characteristics of services, and how these help in formulating marketing strategies and planning marketing tactics in relation to services. This is achieved through exploring the key theoretical foundations for services marketing, including the models and frameworks associated with the marketing of services and examining how these are employed by managers in service based companies.

Other more common topics in services will also be addressed, including service quality, the role of people in service organisations, service encounters and moments of truth, customer satisfaction, customer retention, and services branding and strategic issues.

The content, teaching and assessment methods are integrated to meet the module objectives. The programme will be delivered via interactive lecture and seminar sessions incorporating presentations and group exercises.

Terms taught Lent
Credits 8 ECTS credits
Prerequisites MKTG 210 or MKTG 227
Assessment 50% coursework and 50% exam