Course Details in 2024/25 Session

Module Title	LM Services Marketing
School	Educational Enterprise
Department	Wiley
Module Code	07 39502
Module Lead	Sarah Montano
Level	Masters Level
Credits	10
Semester
Pre-requisites
Co-requisites
Restrictions	None
Exclusions
Description	Services form a large part of the global economy. Therefore, it is essential that students, who will most likely be working in a service organisation (either B2B or B2C), understand the complexities of service delivery. Unlike product marketing the intangibility of a service makes the subject complex and challenging. At the same time, service industries are rapidly evolving as we move to the 4th industrial revolution, technological tools such as apps, AI and robotics are changing the very way in which services have been delivered and therefore the customer experience. It is not sufficient to understand just the marketing of services, customers are an integral part of the service operations and as such it is vital that students gain an understanding of customer experience components. It is argued that we are now in an experience-based economy where companies seek to differentiate from their competitors based on co-created \"moments\" and \"memories.\" This module will cover a range of core international services marketing topics such as Service Dominant Logic, customer experiences and responsible service practice(s).
Learning Outcomes	By the end of the module students should be able to: Critically evaluate the impact of emerging technologies on service operations and strategy Critically analyse the concepts and theories relating to services marketing and customer experience that are outlined in the module Critique the role of service organisations within society Identify creative solutions to service provider and consumer challenges
Assessment	39502-01 : Individual Assignment - 2000 Words : Coursework (100%)
Assessment Methods & Exceptions	Assessment: Individual assessment (e.g. an analysis of a service provider and recommendations)– 2000 words – 100% Reassessment: Individual assessment (e.g. an analysis of a service provider and recommendations)– 2000 words – 100%
Other
Reading List