Postgraduate Course: Services Marketing (CMSE11196)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 15 |
| Home subject area | Common Courses (Management School) |
Other subject area | None |
| Course website |
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. 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-requisites | None |
| 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 |
| Keywords | Not entered |
Contacts
| Course organiser | Ms 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 |
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© Copyright 2013 The University of Edinburgh - 13 January 2014 3:46 am
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