Many developed economies are dominated by services, so it’s increasingly important to understand the customer decision making process involved with service encounters, as well as what’s involved in delivering quality service experiences and understanding how to positively influence customer perceptions at key touchpoints in the service delivery process. You will learn how the distinct characteristics of services create challenges for service marketers and explore how theoretical concepts and models of services marketing can be applied to address these challenges by examining the strategies and practices of service based companies. This will give you the skills and knowledge to formulate marketing strategies and programmes that are customer centric and enhance the service experience for target customers, enabling service organisations to compete more effectively.
Lecture 16, Seminar 16
Online Test (45 minutes) worth 20%.
Group Presentation (15-20 minutes) worth 20%.
Invigilated Examination (2 hours) worth 60%.
Reassessment Method: 100% Examination – Invigilated Examination - 2 hours
On successfully completing the module, students will be able to:
Demonstrate knowledge and understanding of the key theoretical concepts and models that relate to services marketing
Critically discuss and apply key theoretical concepts and models of services marketing and critically evaluate how they are employed in service based organisations.
Critically evaluate the role of consumers as co-producers of services and the importance of service quality and the customer experience.
Identify and critically discuss the key issues, challenges, and trends in services marketing.
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