Undergraduate Course: Services Marketing (BUST10114)
||College||College of Humanities and Social Science
||Availability||Available to all students
|Credit level (Normal year taken)||SCQF Level 10 (Year 3 Undergraduate)
|Home subject area||Business Studies
||Other subject area||None
||Taught in Gaelic?||No
|Course description||Services Marketing course is designed for those who recognise the crucial role that services play in the economy. The economy of developed nations (such as UK, US, Canada and Australia) have shifted from being largely manufacturing to service based. Service&©s contribution to GDP and employment in these countries accounts for more than 60%. Yet, business school courses traditionally have focused on the manufacturing sector of the economy. Therefore, this course is designed to address this problem. Interestingly, product-dominant firms are now turning into service companies; for example, services represent the primary growth for manufacturers like GE and IBM. Over half of IBM&©s current revenues and over 60% of GE&©s current profits come from services. The study of marketing of services is important as services plays important role in achieving competitive advantage. This is a new course of the Marketing Group which is being proposed, first to reflect the current trends in services economy in terms of how services contribute to more than half of our Gross Domestic Product and second, to be considered as a platform for students who wish to undertake the financial services marketing course.
Entry Requirements (not applicable to Visiting Students)
|| Students MUST have passed:
||Other requirements|| None
|Additional Costs|| None
Information for Visiting Students
|Pre-requisites||Completion of Marketing equivalent course.
|Displayed in Visiting Students Prospectus?||Yes
Course Delivery Information
|Delivery period: 2011/12 Semester 2, Available to all students (SV1)
||WebCT enabled: Yes
|No Classes have been defined for this Course|
||First class information not currently available|
|Main Exam Diet S2 (April/May)||2:00|
Summary of Intended Learning Outcomes
|Upon successful completion of this course, students will be able to:
Knowledge and Understanding
&· Demonstrate an understanding of key issues involved in services marketing, such as, the distinctive characteristics of services, the key differences between manufacturing and service firms, service quality, customer satisfaction and services loyalty
&· Develop an insight into the nature and importance of service sectors to economies at national and international levels and an understanding of the $ůstate of the art&© of service management thinking.
&· Appreciate the role of employees (and often customers) in service delivery, explain the main challenges involved in the marketing of services and learn how to manage issues related to service failure and recovery.
&· Understand the nature of the Services Marketing Mix (7Ps), how it expands upon the traditional Marketing Mix (4Ps) and how it is applied in service and manufacturing firms to achieve a competitive advantage.
Key intellectual, practical and transferable skills
&· Reflect on key concepts in the marketing of services and apply them to real life business contexts by developing effective marketing programmes within service firms to achieve competitive advantage.
&· Utilise appropriate set of analytical frameworks, concepts and tools for critical thinking about service and service related activities.
&· Use a variety of information sources, including but not limited to, online information, teaching materials and academic journals.
&· Develop further their graduate skills in terms of effective communication, excellent problem solving, critical thinking and interpersonal skills.
|Group presentation 20% (including 5% peer assessment)|
Individual essay (2000 words) 30%
|Course organiser||Ms Dahlia El-Manstrly
Tel: (0131 6)51 5321
|Course secretary||Miss Rebecca Shade
Tel: (0131 6)50 3826
© Copyright 2011 The University of Edinburgh - 16 January 2012 5:42 am