Services Marketing MGT5418
- Academic Session: 2021-22
- 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
- Taught Wholly by Distance Learning: Yes
This course will explore the role of services marketing in modern economies using examples from diverse business environments. It will build on previous learning about marketing by highlighting the special characteristics of services and the unique challenges this creates for marketing managers.
This is an online course of 10 credits. This requires 100 hours of student-centred learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Synchronous online events allow student-led exploration of a specified topic. This course combines TLAs (lectures in this form) with workshops focusing on a work-based group project, supported by a guest speaker and the use of simulation.
Requirements of Entry
Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/
Are reassessment opportunities available for all summative assessments? No
Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non-Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Reassessment opportunities are provided in accordance with School policy as applied to assessed groupwork.
The course aims to:
■ Expose students to modern theories of services marketing to be able to analyse situations and make decisions
■ 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. Evaluate the differences between goods and services including the strategic opportunities and threats in both.
2. Evaluate customers' needs, expectations, and perceptions of services and how this affects customer loyalty
3. Analyse the major actors in 'Service Production' (SERVUCTION) model
4. Explain, design, and change service systems using service blueprints and how this drives strategic decisions
5. Apply the tools appropriate to design and develop effective customer-oriented services marketing strategies and tactics
6. Explain services marketing analysis reports using high quality written and oral communication working as a group
Minimum Requirement for Award of Credits
Students must submit at least 75% by weight of the components of the course's assessment.