The course is designed to give students a good grounding in services marketing theory and practice. Drawing examples from different services industries students would have the opportunity to identify the challenges that services marketing provides for marketing managers.

10 x 2 hour lectures

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1. Written assignment, including essay; Individual; 2500 words; 100%; ILOs 1-7.

This course aims to:

■ Provide students with an understanding regarding services marketing principles and techniques.

■ Provide students with an understanding of the specific inherent characteristics of the services and the major differences between goods and services.

■ Provide students with an in-depth knowledge regarding customer -oriented services marketing strategies in order to be able to develop successful services strategies and assess key implementation issues associated with them.

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

1. Recognise and explain the differences between goods versus services and the unique challenges in managing and delivering services.

2. Assess customers' needs, expectations and perceptions of services.

3. Detect the major actors in the 'Service Production' (SERVUCTION) model. 

4. Measure service quality and analyse its critical role in customers' satisfaction and loyalty. 

5. Adopt a customer-centric and relationship marketing approach.

6. Analyse the extended Marketing Mix (7Ps) of services- including the elements of processes, physical evidence, and people.

7. Work collaboratively in a group to produce a combined piece of coursework, by liaising with other class members, allocating tasks and co-ordinating group meetings.