Postgraduate Course: Marketing of Services (BUST11225)

Course Outline
School	Business School	College	College of Arts, Humanities and Social Sciences
Credit level (Normal year taken)	SCQF Level 11 (Postgraduate)	Availability	Not available to visiting students
SCQF Credits	15	ECTS Credits	7.5
Summary	The Marketing of Services course is designed for those who are keen to recognise the crucial role that services play in the national and global economy. This course aims to advance students' knowledge of services marketing and to provide them with a comprehensive understanding of the unique characteristics of services. Further, this course will help students understand how service managers can achieve competitive advantage through marketing of services and implementing marketing theory in practice.
Course description	The Marketing of Services course is designed to broaden students' view of marketing, provide them with a comprehensive understanding of the unique characteristics of services and the challenges associated with designing, distributing, promoting and pricing of services. This understanding will be achieved by introducing, discussing, and analysing several topics important to service firms to ensure the achievement of customer satisfaction, loyalty and long-term success of service organization through the delivery of excellent service. Therefore, strategies used by successful services marketers to deal with issues such as service failure, inconsistent service quality, managing customer expectations, service innovation and loyalty will be discussed. Student Learning Experience: Tutorial/seminar hours represent the minimum total live hours - online or in-person - a student can expect to receive on this course. These hours may be delivered in tutorial/seminar, lecture, workshop or other interactive whole class or small group format. These live hours may be supplemented by pre-recorded lecture material for students to engage with asynchronously.

Entry Requirements (not applicable to Visiting Students)
Pre-requisites		Co-requisites
Prohibited Combinations		Other requirements	None

Course Delivery Information
Not being delivered

Learning Outcomes
On completion of this course, the student will be able to: Appreciate the nature and importance of service sectors to economies and an understanding of the "state of the art" service management and marketing thinking. Understand and critically analyse the evolution of marketing from product to service dominant logic and the implications of this on marketing theory and practice. Demonstrate an understanding of key concepts and ideas of service marketing and their applicability in real life business contexts. Apply the Services Marketing Mix (7Ps) in service and manufacturing firms to achieve a competitive advantage. Critically evaluate the nature and types of service innovation and the design of service experiences.