Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Services and Retail Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37285
Module Lead Weiyue Wang and Sarah Montano
Level Masters Level
Credits 20
Semester Semester 1
Restrictions None
Contact Hours Lecture-20 hours
Seminar-20 hours
Guided independent study-160 hours
Total: 200 hours
Description Service industries account for over 70% of worldwide GDP. These industries are in a state of flux, with constantly changing consumer expectations and external challenges e.g. Brexit; changing interorganisational relationships. Therefore, students need to understand the opportunities and challenges that service and retail organisations experience. This is a generalist module and will allow students to:
• master the key components of services and retail marketing
• Understand the advances and developments in services in retail marketing that are triggered by new technologies and the digital economy
• understand how these components can be applied, to create competitive strategic advantages

In addition to focussing on contemporary marketing research, the module will draw on research from disciplines such as Computer Science, Urban Geography and Philosophy. Students will be encouraged to think critically, by evaluating industry practice and challenging preconceptions. Questions discussed may include:
• What is Service Dominant Logic?
• What is the experience economy and therefore, is place still important?
• What are the ethical responsibilities of retailers/ service providers?
• What is the impact of digitalisation?
Learning Outcomes By the end of the module students should be able to:
  • Explain service and retail marketing principles and analytical techniques
  • Analyse the importance of the retail and services sectors to the world, national and local economies
  • Appraise and critique the complex relationships between service and retail providers; customers; suppliers and additional stakeholders
  • Critically analyse the role of employees in retail and service organisations
  • Evaluate the ethical responsibilities of service and retail organisations in the light of current and emerging technologies, including its digital element.
  • Critically analyse the problems and challenges experienced by service and retail organisations and demonstrate thoughtfully considered solutions
Assessment Methods & Exceptions Assessment:

An individual 3000 word assignment (70%)

A digital artefact group assessment (30%)


Reassessment by failed component. An individual 3000 word assignment (70%)

A digital artefact individual assessment (30%)
Reading List