Postgraduate Course: Marketing of Services (CMSE11554)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 10 |
ECTS Credits | 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 service marketing and to provide them with a comprehensive understanding of the implications of service offerings and service-based business models on marketing strategy and tactics. It will trace the evolution of marketing from a product-dominant to a service-dominant concept. Further, this course will help students understand more broadly the market opportunities enabled by the adoption of a service lens across service and product markets, and commercial and public sectors. |
| Course description |
The Marketing of Services course is designed to broaden students' view of marketing, and provide them with a comprehensive understanding of the challenges and opportunities associated with innovating and designing, distributing, and communicating services. This understanding will be achieved by introducing, discussing, and analysing several topics important to service firms to ensure the achievement of successful customer experiences and long-term customer relationships by service providers and their service ecosystems. Therefore, strategies used by service marketers to deal with issues such as service failure, inconsistent service quality, managing customer expectations, service innovation and loyalty will be discussed
Outline Content
The course will introduce students to theory and practice of service marketing, and explore the evolution of marketing from a product to service-dominant logic. This understanding will be complemented by discussing and analysing several topics important to create successful service experiences, including the design and innovation of service offerings, the role of service employees and customers, service failure and recovery, managing service quality and loyalty, and communicating and promoting services.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2022/23, Available to all students (SV1)
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Quota: None |
| Course Start |
Block 3 (Sem 2) |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
100
(
Lecture Hours 10,
Seminar/Tutorial Hours 1,
Programme Level Learning and Teaching Hours 2,
Directed Learning and Independent Learning Hours
87 )
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% coursework (individual) - assesses all course Learning Outcomes |
| Feedback |
Formative: Feedback will be provided through lectures on class activities and discussions, and through a Q&A discussion board.
Summative: Feedback will be provided on the individual assignment.
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| No Exam Information |
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.
- Critically evaluate the nature and types of service innovation and the design of service experiences.
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Reading List
Core texts
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., (2020).
Services marketing: Integrating customer focus across the firm. New York, NY: McGraw-Hill.
Key Journals
The course will make use of readings in key journals accessible via the library. |
Additional Information
| Graduate Attributes and Skills |
Knowledge and Understanding
After completing this course, students should be able to:
Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.
Practice: Applied Knowledge, Skills and Understanding
After completing this course, students should be able to:
Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges
Cognitive Skills
After completing this course, students should be able to:
Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.
Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
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| Keywords | Service,Service lens,Service marketing |
Contacts
| Course organiser | Dr Teea Palo
Tel: (0131 6)51 1070
Email: |
Course secretary | Ms Emily Davis
Tel: (0131 6)51 7112
Email: |
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