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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Services Marketing (BUST10114)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
*normal course quota 55*
The Services Marketing course is designed for those who recognise the crucial role that services play in the economy. The economy of developed nations (e.g. the UK, US, Canada and Australia) have shifted from being largely manufacturing to service based. Though services' contribution to GDP and employment in these countries accounts for more than 60%, business school courses traditionally have focused on the manufacturing sector of the economy. This course, therefore, is designed to address this problem.
Course description 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 the marketing of services is important, as services marketing plays an important role in achieving competitive advantage. This relatively new Marketing Group course is being offered firstly to reflect the current trends in the services economy, in terms of how services contribute to more than half of our Gross Domestic Product, and secondly, to be considered as a platform for students who wish to pursue a career in the services industry (e.g. health, banking and hospitality).


Course Overview and Introduction to Services Marketing
The Service Customer and Buying Processes
Defining and Measuring Service Quality
Service products and Processes
Defining and Measuring Service Loyalty
The Service Environment
Services Delivery Channels and Service Employees
Individual essays to be submitted on 11/11/2014
Customer Satisfaction, Service failure and Recovery
Promoting of services in competitive markets
& revision lecture

Student Learning Experience

This course aims to advance students' knowledge of services marketing and to complement financial services marketing courses. It is designed to broaden students' view of services marketing, and to 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 the long-term success of the service organisation through the delivery of service excellence. Therefore, strategies used by successful services marketers to deal with issues such as service failure, inconsistent service quality, managing customer expectations, service innovation and services loyalty will be discussed.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Years 3 & 4. Business Honours Entry.
Information for Visiting Students
Pre-requisitesVisiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
High Demand Course? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and discuss critically 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.
  2. Critically evaluate the nature and importance of service sectors to economies at national and international levels and an understanding of the 'state of the art' of service management thinking.
  3. Critically evaluate 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
  4. Understand and discuss 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.
Reading List

Baron, S. and Harris, K. (2003), Services Marketing, 2nd Ed., Palgrave.
Grönroos, C. (2000) Service Management and Marketing : A Customer Relationship Management Approach, Second Edition, London: John Wiley.
Hoffman, K. and Bateson, J. (2002), Essentials of Services Marketing: Concepts, Strategies and Cases, 2nd Ed., Harcourt College Publishers.
Kurtz, D. and Clow, K. (1998), Services Marketing, N.Y.: John Wiley & Sons.
Leonard L. Berry (1995), On Great Service - A Framework for Action, Free Press.
Leonard L. Berry (1999), Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success, Free Press.
Lovelock, C. (2001), Services Marketing: People, Technology, Strategy, 4th Ed., Prentice-Hall.
Lovelock, C. and Wirtz, J. (2004), Services Marketing, 5th ed., Upper Saddle River, New Jersey: Prentice Hall.

Students are required to read relevant articles from various journals such as:

Journal of Service Research
Journal of Services Marketing
Journal of Retailing & Consumer Services
Services Marketing Quarterly
The Service Industries Journal
Journal of Service Management
Journal of Consumer Research
Journal of Marketing
Journal of Retailing
Journal of International Consumer Marketing
Journal of Consumer Marketing

Students are also encouraged to use other resources as references to support their learning in this subject. Students should follow current developments in the field through various media, including the World Wide Web.
Additional Information
Graduate Attributes and Skills Key intellectual, practical and transferable skills

a) 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.

b) Utilise appropriate set of analytical frameworks, concepts and tools for critical thinking about service and service related activities.

c) Use a variety of information sources, including but not limited to online information, teaching materials and academic journals.

d) Develop further their graduate skills in terms of effective communication, excellent problem solving, critical thinking and interpersonal skills.
Course organiserDr Dahlia El-Manstrly
Tel: (0131 6)51 5321
Course secretaryMs Chrysanthi Manidou
Tel: (0131 6) 50 3826
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