Services Marketing

Services Marketing

Year: 2018-19
Course code: MGT4057
Course credits: 15
Taught: Semester 2
Course co-ordinator
: Dr Kalliopi Chatzipanagiotou
Entry requirements: Normally admission to an honours programme in Business & Management
Available to visiting students: Yes
Contact for more informationCherisse McLaren

Course description

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


This course aims to:

  1. Provide students with an understanding regarding services marketing principles and techniques 
  2. Provide students with an understanding of the specific inherent characteristics of the services and the major differences between goods and services
  3. 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.

Intended Learning Outcomes

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. Illustrate the major actors in the ‘Service Production’ (SERVUCTION) model
  3. Assess customer’s needs, expectations and perceptions of services.
  4. Analyse the extended Marketing Mix (7Ps) of services- including the elements of product, price, place, promotion, processes, physical evidence, and people.
  5. Detect the role of services quality in customers' satisfaction and loyalty
  6. Adopt a customer centric and relationship marketing approach.
  7. Evaluate the physical evidence of a service system and especially the servicescapes in different services contexts

Learning and teaching methods

Lectures: 2hrs x 10 weeks

Please refer to MyCampus for timetable.

Course texts

A. Wilson,V. Zeithaml, M. J.Bitner, D. Gremler (2012), Services Marketing: Integrating Customer Focus Across the Firm, McGraw Hill. (ISBN: 9780077131715)


Continous Assessment (100%)