Course Catalogue

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The course examines the significant role that services marketing plays in contemporary economy based on examples from different services industries such as financial, Internet-based services, consulting, museums, educational organizations and so on. Thus, it is essential for the students in order to enhance their knowledge regarding the inherent characteristics of the services, which highlight unique challenges for the marketing managers in international markets.

7 x 3 hour lecture sessions and 3 x 2 hour tutorials delivered over a period of 4 weeks.

Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/  

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The summative assessment is by an individual written assignment of 3,500 words [100%] on a topic directly related to the area of International Services Marketing.

The course aims to:

■ Provide students with an in-depth understanding of the specific inherent characteristics of the services, which highlight unique challenges for the marketing managers in a service environment

■ Equip students with the necessary knowledge, tools and skills in order to be able to identify and address strategically services challenges

■ Promote a customer service - oriented approach encouraging students to understand, develop and integrate effectively customer relationship marketing (CRM) strategies.

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

1. Understand and explain the unique characteristics of services and the challenges in managing and delivering services.

2. Illustrate an understanding regarding the customers' needs, expectations, and perceptions of services

3. Measure and effectively deliver services quality in different contexts to increase customer satisfaction and loyalty

4. Identify and analyse the components of the extended Marketing Mix (7Ps) of services- including the elements of processes, people, and physical evidence

5. Explain, design, and improve service systems using service blueprints

6. Use servicescape concepts effectively to design the physical evidence of a service system

7. Apply the tools appropriate to design and develop effective customer-oriented services marketing strategies and tactics

8. Critique the influences of the international marketplace on services marketing

Students must submit at least 75% by weight of the components of the course's assessment.