BSc Management (Innovation, Strategy and Entrepreneurship)
Year of entry: 2022
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Course unit details:
Services Marketing Management
|Unit level||Level 3|
|Teaching period(s)||Semester 2|
|Offered by||Alliance Manchester Business School|
|Available as a free choice unit?||No|
- Factors driving the growth of services and the service economy
- Service characteristics
- A service logic for marketing
- Service quality and customer satisfaction
- Complaint handling and service recovery
- Stages of the service consumption process and implications for management decisions
- Management of supply and demand in services
- The internationalisation of services
- Relationships and customer loyalty in services
- The management and motivation of service employees
- Service design
- Service pricing
- The service experience: customer engagement and customer experience
- The role of technology in services
|Unit title||Unit code||Requirement type||Description|
|Marketing Communications in the Digital Age||BMAN24352||Pre-Requisite||Compulsory|
Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.
The course aims to provide students with an understanding and knowledge of services marketing strategy and management. During the course, students will be expected to develop a critical understanding of the issues under discussion. A range of service industries will be discussed during the course and students will be expected to develop marketing skills by analysing real life situations and issues.
By the end of the course the students should be able to:
- Demonstrate an in-depth knowledge and understanding of the theory and research literature pertaining to each topic on the syllabus.
- Critically discuss the applicability of services marketing theories and concepts to practical situations.
- Search and analyse academic literature and industry based data sources relevant to services marketing and be able to construct research based arguments.
- Discuss factors driving the growth of services and the service economy.
- Critically discuss the challenges of managing service organisations.
- Critically explore the role of technology in services.
- Demonstrate knowledge of the latest ideas and trends in the service sector.
- Work in a group to research and deliver a presentation based on a services marketing topic.
Teaching and learning methods
Methods of delivery: Lecture/seminar sessions
Lecture hours: 30 (3 hours per week, over 10 weeks)
Seminar hours: 5
Private study: 165
Total study hours: 200 hours split between lectures, seminars, self-study and preparation for classes, coursework and examinations.
Informal Contact Methods
Group coursework project assessed by presentation (40%) with an option of peer assessment to be made available to students.
Final examination (2 hours; 60%).
· Informal advice and discussion during lectures and seminars.
· Written comments on assessed coursework.
· Generic feedback posted on Blackboard regarding overall exam performance.
· Blackboard discussion forum.
· Opportunity for individual meetings with academic staff.
Wirtz, J and Lovelock, C. (2022), Services Marketing: People, Technology, Strategy, 8 Edition, World Scientific.
Palmer, A., (2014), Principles of Services Marketing, 7th Edition, McGraw Hill.
|Scheduled activity hours|
|Assessment written exam||2|
|Independent study hours|
|Anna Goatman||Unit coordinator|
|Abbie Iveson||Unit coordinator|
Programme Restrictions: BSc Management and Management (Specialisms), BSc International Management with American Business Studies, BSc International Management, BSc ITMB.
For Academic Year 2022/23
Updated: March 2022
Approved by: March UG Committee