Many developed economies are dominated by services, and service organisations require a distinctive approach to marketing strategy both in development and execution. The module will demonstrate how a holistic approach to the incorporation of a services perspective is crucial for marketing in general. The module will explore the distinctive characteristics of services and explain how they impact on the marketing approaches used by firms. Sessions in this module will cover concepts such as:
• The nature of services and their importance in creating value for customers
• Developing effective services marketing strategies that create competitive advantage for firms
• The customer decision making processes within service encounters
• The application of marketing mixes to services
• The sharing service economy
• Complaint handling and service recovery
• Service quality models
• Service dominant logic vs goods dominant logic.
The module will be taught by lectures, seminars and private study.
Total Contact Hours: 22
Private Study Hours: 128
Main assessment method:
Examination - 2 hour closed book: 70%
Individual Essay – 2500 words: 20%
Group Presentation – 15 minutes: 10%
In order to pass the module as a whole and ensure all learning outcomes are met, students must achieve a pass mark of 40% for the group presentation.
Reassessment Method:
Examination 100%
Core Text:
Lovelock, C., and Wirtz, J. (2016), Services Marketing: People, Technology, Strategy, 8th Edition, London: Prentice Hall.
Additional useful texts are: (Alphabetical Order)
Gronroos, C. (2007), Services Management and Marketing, 3rd Edition. Southern Gate: John Wiley.
Kasper, H., van Helsdingen, P. and Gabbott, M. (2006), Services Marketing Management, 2nd Edition.
Southern Gate: John Wiley.
Lovelock, C., Vandermerwe, S. and Lewis, B.L. (1999), Services Marketing, European Edition.
Upper Saddle River, NJ: Prentice Hall.
Mudie, P. and Pirrie, A. (2011), Services Marketing Management, 3rd Edition. Taylor & Francis.
Palmer, A. (2014), Principles of Services Marketing, 7th Edition, Maidenhead: McGraw Hill.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2016). Services marketing: Integrating customer focus across the firm, 3rd Edition European. McGraw Hill.
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a critical understanding of the basic concepts of services marketing
- Critically evaluate and compare theories and current trends in service marketing
- Evaluate the models and dimensions of service quality
- Assess the application of the traditional and extended marketing mix elements to services
- Demonstrate a systematic understanding the importance of technology to services
- Critically assess the importance of service consumers and their role as co-producers of services
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate self-management and time-management skills
- Synthesise, and critically evaluate arguments and assumptions from a variety of sources and competing perspectives
- Demonstrate problem-solving and decision making skills
- Demonstrate effective teamwork skills and ability to work with other people from different cultural backgrounds.
- Acquire, evaluate, organise, analyse and communicate information effectively through oral presentations and written exercises
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