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
