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MAN-20060 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2024/25 Last Updated: 21 December 2024

MAN-20060 - Services Marketing
Coordinator: Muddasar Ghani Khwaja Room: N/A Tel: 07405194266
Lecture Time: See Timetable...
Level: Level 5
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2024/25

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

Marketing Principles (MAN-10019)


Barred Combinations

None

Description for 2024/25

It is now widely acknowledged across different industries that most marketing activity carries a service dimension. Many organisations practice services marketing, whether they are in public service settings (e.g. education, medicine) or in commercial settings (e.g. telecoms, hotels, airlines). They may be very large organisations (e.g. energy suppliers) or very small (local hairdresser) but what they all have in common is the desire to satisfy customers in order to achieve their organisational objectives and ongoing competitive advantage.
This module seeks to explore the wide variety of services marketing activity practiced in different services settings, and also to explore the dimensions of customer experience and the potential determinants of service satisfaction within those settings.

Aims
This module seeks to explore a wide variety of services marketing activities and settings to help students develop an understanding of both the theoretical and practical dimensions and determinants involved in delivering customer experience and satisfaction within service-based organisations.

Intended Learning Outcomes

define the characteristics of services marketing: 1,2
identify and analyse the application of services marketing theory and practice in a variety of services settings: 1,2
analyse the managerial/marketing factors that influence customer satisfaction in a services marketing setting: 1,2
develop and evaluate ideas and strategies for improving services marketing experiences for customers: 1,2
reflect upon services marketing experiences from a customer's standpoint, and use and apply theory to underpin those reflections: 1,2

Study hours

Lectures 12 hours
Tutorials 12 hours
Preparation for lectures 24 hours
Tutorial preparation 24 hours
Assignment preparation 40 hours
Private study 38 hours

School Rules

None

Description of Module Assessment

1: Group Assessment weighted 30%
Group assignment (presentation)
Students will conduct a thorough audit of a service-based service company and develop an improvement plan. In a 12-15 minute group presentation, students are required to understand the services marketing strategy of a service-based company, highlight key findings from the audit and offer preliminary recommendations for improvement.

2: Group Assessment weighted 70%
Group assignment (marketing plan)
Building on the group presentation (assessment 1), students will submit a detailed 3000-word group marketing plan that expands on the audit and provides a comprehensive improvement plan.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 21 December 2024