MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Services Marketing

Unit code BMAN70252
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Offered by Alliance Manchester Business School
Available as a free choice unit? No


•       Development of the services sector and theories pertaining to services marketing.

•       Service management, the service(s) marketing mix and service quality. Consumer behaviour issues in services. Service design. Management of relationships and customer experience.

•       Research evidence from particular service industries.

•       Emphasis is placed on review and evaluation of theoretical literature and key texts, published research, and both primary and secondary data available from service sector organisations.


BMAN70252 Programme Req: BMAN70252 is only available as an elective to students on MSc Marketing


To consider the development of theories of services marketing.

•       To understand key aspects of marketing management and strategy in the services sector to include: consumer experience, elements of the marketing mix, service quality, service design and management of relationships.

•       To appreciate the available research evidence pertaining to the above topics.


Learning outcomes

At the end of the module, students should be able to:

Discuss how the services sector operates in developed economies.

Define and illustrate the main components of service(s) marketing theory.

Critically appraise the way in which this theory can be practically applied in the service sector

Develop and justify alternative marketing approaches that can be used by service managers

Present material relating to the topics both verbally and in written form

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

100% Exam

Feedback methods

Verbally during class and via Blackboard.

Recommended reading

Core text: Wirtz, J. and Lovelock, C. (2016), Services Marketing: People, Technology, Strategy, 8th Global Edition, Upper Saddle River, NJ: Pearson.

Supplementary Textbooks:

Bordoloi, S., Fitzsimmons, J. and Fitzsimmons, M. (2018) ISE Service Management-Operations, Strategy, Information Technology, 9th edition, London: Mc Graw Hill

Buttle, F. and Maklan, S. (2019) Customer Relationship Management: Concepts and Technologies, 4th edition, Abingdon, Routledge.


Kandampully, J. (2014) Customer Experience Management: Enhancing Experience and Value through Service Management, Kendall Hunt Publishing.


Palmer, A. (2014) Principles of Services Marketing,7th edition, London: McGraw Hill


Wilson, A.; Zeithaml, A.; Bitner, M.J.; and Gremler, D.G. (2016) Services Marketing, Integrating Customer Focus Across the Firm, 3rd European edition, London: Mc Graw Hill


Recommended Journals:
  • The Journal of Service Research
  • The Journal of Services Management
  • The Journal of the Academy of Marketing Science
  • The Journal of Services Marketing
  • Journal of Marketing
  • Industrial Marketing Management
  • Journal of Business Research
  • Marketing Theory
  • European Journal of Marketing
  • Journal of Marketing Management
  • Journal of Retailing and Consumer Services
  • The Services Industries Journal
  • International Journal of Service Industry Management
  • Journal of Financial Services Marketing


Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Independent study hours
Independent study 120

Teaching staff

Staff member Role
Andrew Burton Unit coordinator
Ilma Chowdhury Unit coordinator

Additional notes

Informal Contact Method

Students can contact the course coordinator by email, or by dropping in during the Office Hours which are notified in advance


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