Programme And Module Handbook
Course Details in 2019/20 Session

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Module Title LI Services and Relationship Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 19315
Module Lead Dr Sarah Montano
Level Intermediate Level
Credits 10
Semester Semester 2
Restrictions None
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours

Traditional marketing involves the marketing of a company's product to a group of potential customers. However, in today's economy it is the service sector that is becoming increasing important.  To set services marketing in the context of the current economic climate the module will cover the history of consumption and the nature of the modern consumer.

When studying services marketing, there are particular characteristics of services that make them difficult to precisely define. The main issue being that there is a lack of tangibility or substance to focus upon, unlike traditional marketing thought where the emphasis is on the tangible product. The emphasis on the intangibility of the service introduces a new set of variables and issues into the marketing equation. The services marketing concept combines customer focus, coordinated marketing and profitability.

The focus of the module will be on understanding that not all services are the same and therefore it is important to understand the characteristics of different types of service organisations and how marketing objectives and strategies need to be tailored to address these points. In addition the module will also address the key issues within relationship marketing, in particular both the opportunities and limitations presented within relationship marketing.

Learning Outcomes

On successful completion of the module students will be able to:

  • demonstrate comprehensive knowledge and understanding of theory and practice of relationship marketing;
  • identify and evaluate the defining features of services and relationship marketing;
  • analyse the possible problems and opportunities encountered by different types of service organisations;
  • systematically explain the alternative approaches to developing successful marketing in service organisations and critically analyse these approaches,
  • demonstrate a critical knowledge of the challenges of delivering quality service and building strong customer relationships.
Assessment 19315-01 : Group Coursework : Group Assessment - Coursework (100%)
Assessment Methods & Exceptions 100% Individual assignment of 2500 words
Reassessment 100% individual assignment
Other Duplicate of Dubai-based module 30450
Reading List