Course Catalogue

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The course is designed to give students a good grounding in services marketing theory and practice. Drawing examples from different services industries students would have the opportunity to identify the challenges that services marketing provides for marketing managers

Lectures: 2hrs x 10 weeks (Please refer to MyCampus for timetable)

Entry to an Honours programme in Business and Management or a GPA of 12 in the level 2 courses listed below for students taking an Honours programme in another subject:
• MGT2010 Business Decision Analysis
• MGT2011 Fundamentals of Human Resource Management
• MGT2012 Services and Operations Management
•MGT2014 Entrepreneurship

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Intended Learning Outcomes

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below. 

This course aims to:

■ Provide students with an understanding regarding services marketing principles and techniques

■ Provide students with an understanding of the specific inherent characteristics of the services and the major differences between goods and services

■ Provide students with an in-depth knowledge regarding customer -oriented services marketing strategies in order to be able to develop successful services strategies and assess key implementation issues associated with them.

By the end of this course students will be able to:

1. Recognise and explain the differences between goods versus services and the unique challenges in managing and delivering services.

2. Assess customers' needs, expectations and perceptions of services.

3. Detect the major actors in the 'Service Production' (SERVUCTION) model

4. Measure service quality and analyse its critical role in customers' satisfaction and loyalty

5. Adopt a customer-centric and relationship marketing approach.

6. Analyse the extended Marketing Mix (7Ps) of services- including the elements of processes, physical evidence, and people.

7. Work collaboratively in a group to produce a combined piece of coursework, by liaising with other class members, allocating tasks and co-ordinating group meetings.

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