Services Marketing


This module provides the learner with a framework for understanding the service industry, the nature of services and the effective marketing of them. It illustrates and examines the service process and the key strategic decision areas for effective services marketing. 

Learning Outcomes

  1. Discuss and examine the distinctive nature of services and the important role of the service sector to developed economies.

  2. Identify and illustrate the strategic options available to a service business in marketing planning.

  3. Appraise the role of customer expectations in defining & delivering service quality & propose ways in which the quality of services can be assured and improved.

  4. Propose strategies and techniques for managing demand and capacity in service organisations.

  5. Apply relevant marketing & management techniques (in product planning, operations, distribution, quality, pricing & marketing communications) in a services marketing context.

  6. Work independently and as part of a team to complete tasks.

  7. Communicate ideas effectively through verbal and written media.

% Coursework 40%
% Final Exam 60%