BSc Management with Industrial/Professional Experience

Year of entry: 2024

Course unit details:
Services Marketing Management

Course unit fact file
Unit code BMAN31312
Credit rating 20
Unit level Level 3
Teaching period(s) Semester 2
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 Management BMAN24281 Pre-Requisite Compulsory
Marketing Communications in the Digital Age BMAN24352 Pre-Requisite Compulsory
BMAN24352 OR BMAN24281 is a Pre-Requisite of BMAN 31312 Only available to students on: BSc Mgt/Mgt Specialism; IMABS; IM and ITMB/ITMB Marketing Specialism.

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.

Learning outcomes

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

Assessment methods

Assessment methods

Group coursework project assessed by presentation (50%) with an option of peer assessment to be made available to students.

Individual Assignment (50%)

Feedback methods

·         Informal advice and discussions during  lectures and seminars.

·         Formative Feedback on coursework in seminars.

·         Written comments on group presentations.

·         Opportunity for individual meetings with academic staff.

Recommended reading

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.


Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 30
Seminars 5
Independent study hours
Independent study 165

Teaching staff

Staff member Role
Jamie Burton Unit coordinator
Ilma Chowdhury Unit coordinator

Additional notes

Programme Restrictions: BSc Management and Management (Specialisms), BSc International Management with American Business Studies, BSc International Management, BSc ITMB.

For Academic Year 2024/25

Updated: March 2024

Approved by: March UG Committee

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