THE UNIVERSITY of EDINBURGH

DEGREE REGULATIONS & PROGRAMMES OF STUDY 2013/2014
Archive for reference only
THIS PAGE IS OUT OF DATE

University Homepage
DRPS Homepage
DRPS Search
DRPS Contact
DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Services Marketing (CMSE11196)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) Credits15
Home subject areaCommon Courses (Management School) Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionServices Marketing course is designed for those who recognise the crucial role that services play in the economy. This course aims to advance students' knowledge of marketing and complement financial services marketing courses. It is designed to broaden students' view of marketing, provide them with a comprehensive understanding of the unique characteristics of services and how services marketers and managers adopt marketing theory in practice. This understanding will be achieved by introducing, discussing, and analysing several topics important to service firms to ensure the achievement of customer satisfaction 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, manage customer expectations, service innovation and services loyalty will be discussed.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements For Business School PG students only, or by special permission of the School. Please contact the course secretary.
Additional Costs None
Information for Visiting Students
Pre-requisitesNone
Displayed in Visiting Students Prospectus?No
Course Delivery Information
Delivery period: 2013/14 Semester 2, Available to all students (SV1) Learn enabled:  Yes Quota:  None
Web Timetable Web Timetable
Course Start Date 13/01/2014
Breakdown of Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 20, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 125 )
Additional Notes
Breakdown of Assessment Methods (Further Info) Written Exam 50 %, Coursework 50 %, Practical Exam 0 %
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S2 (April/May)2:00
Summary of Intended Learning Outcomes
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 "state of the art" 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.
Assessment Information
The assessment methods for the course and the contribution of each towards the final mark are as follows: Group presentation 20%; Individual essays 30%; Exam 50%
Special Arrangements
None
Additional Information
Academic description Not entered
Syllabus Not entered
Transferable skills Not entered
Reading list Recommended Text
Lovelock, C. and Wirtz, J. (2011), Services Marketing: People, Technology, Strategy, 7th Edition, Pearson.
Study Abroad Not entered
Study Pattern Not entered
KeywordsNot entered
Contacts
Course organiserMs Dahlia El-Manstrly
Tel: (0131 6)51 5321
Email: Dahlia.El-Manstrly@ed.ac.uk
Course secretary Katie Harrison
Tel: (0131 6)50 8071
Email: Katie.Harrison@ed.ac.uk
Navigation
Help & Information
Home
Introduction
Glossary
Search DPTs and Courses
Regulations
Regulations
Degree Programmes
Introduction
Browse DPTs
Courses
Introduction
Humanities and Social Science
Science and Engineering
Medicine and Veterinary Medicine
Other Information
Combined Course Timetable
Prospectuses
Important Information
 
© Copyright 2013 The University of Edinburgh - 13 January 2014 3:46 am