Services, Technology & Marketing - BUSN7830

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 6 15 (7.5) Mona Rashidirad checkmark-circle


Services dominate many developed economies, but how do you develop distinctive marketing strategies for service organisations? You'll understand several key models and concepts in services marketing and develop the range of tools necessary to fully understand state-of-the-art services marketing and management thinking, including being able to critically evaluate and compare a wide range of theories across current trends in the field.


Contact hours

The module will be taught by lectures, seminars and private study.

Total Contact Hours: 22
Private Study Hours: 128

Method of assessment

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%

Indicative reading

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)

Learning outcomes

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


  1. Credit level 6. Higher level module usually taken in Stage 3 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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