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Module Title
LM Services Marketing
School
Birmingham Business School
Department
Marketing
Module Code
07 21441
Module Lead
Sarah Forbes
Level
Masters Level
Credits
10
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
MSc Marketing
Exclusions
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