Postgraduate taught 

International Strategic Marketing MSc

International Services Marketing MGT5228

  • Academic Session: 2020-21
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

The course examines the significant role that services marketing plays in contemporary economy based on examples from different services industries such as financial, Internet-based services, consulting, museums, educational organizations and so on. Thus, it is essential for the students in order to enhance their knowledge regarding the inherent characteristics of the services, which highlight unique challenges for the marketing managers in international markets.


Seven sessions delivered over a period of 2 weeks.

Requirements of Entry

Please refer to the current postgraduate prospectus at:  

Excluded Courses





The summative assessment is by an individual written assignment of 3,000 words [100%] on a topic directly related to the area of International Services Marketing.

Course Aims

The course aims to:

■ Provide students with an in-depth understanding of the specific inherent characteristics of the services, which highlight unique challenges for the marketing managers in a service environment

■ Equip students with the necessary knowledge, tools and skills in order to be able to identify and address strategically services challenges

■ Promote a customer service - oriented approach encouraging students to understand, develop and integrate effectively customer relationship marketing (CRM) strategies.

Intended Learning Outcomes of Course

By the end of this course, students will be able to:


1. Understand and explain the unique characteristics of services and the challenges in managing and delivering services.

2. Illustrate an understanding regarding the customers' needs, expectations, and perceptions of services

3. Measure and effectively deliver services quality in different contexts to increase customer satisfaction and loyalty

4. Identify and analyse the components of the extended Marketing Mix (7Ps) of services- including the elements of processes, people, and physical evidence

5. Explain, design, and improve service systems using service blueprints

6. Use servicescape concepts effectively to design the physical evidence of a service system

7. Apply the tools appropriate to design and develop effective customer-oriented services marketing strategies and tactics

8. Critique the influences of the international marketplace on services marketing

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components of the course's assessment.