Programme And Module Handbook
Course Details in 2020/21 Session

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Module Title LM Services Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 21441
Module Lead Sarah Forbes
Level Masters Level
Credits 10
Semester Semester 2
Restrictions MSc Marketing
Description This module develops an understanding of the particular challenges, opportunities and strategies which are encountered by different types of service business. Many developed economies are dominated by services, and service organisations require a distinctive approach to marketing strategy - both in its development and execution. The module will examine the distinctive characteristics of services (intangibility, perishability, inseparability and heterogeneity), and service image dimensions, and how these impact on the marketing approaches used by firms - including the difficulties of sychronising demand and supply and of controlling quality. The module will examine management of the service process, management of service encounters, customer behaviour in service settings, approaches to the design and creation of effective service delivery systems, and the positioning, communication and pricing of services. Attention will also be given to service quality issues (including the Gaps Model) and complaint handling and service recovery.
Learning Outcomes By the end of the module students should be able to:
  • Discuss how the services sector operates in developed economies.
  • Define and illustrate the main components of services marketing theory.
  • Critically appraise the way in which this theory can be practically applied in the service sector
  • Develop and justify alternative marketing approaches that can be used by service managers
  • Critically evaluate research related to services marketing
Assessment 21441-01 : Exam - 2 hours : Exam (Centrally Timetabled) - Written Unseen (70%)
21441-02 : Literature Review : Coursework (30%)
Assessment Methods & Exceptions Assessments: This course is assessed by one individual assessment (1500 words; 30%) and one 2 hour exam (70%)

Reassessment: If a student fails the module, they will be reassessed by one 2 hour exam (100%).
Reading List Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2005) Services Marketing, 4th Edition, McGraw-Hill.
Lovelock, C., and J. Wirtz (2006) Services Marketing, Prentice Hall.