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DRPS : Course Catalogue : Edinburgh Futures Institute : Edinburgh Futures Institute

Postgraduate Course: Service Marketing and Communications (fusion on-site) (EFIE11114)

Course Outline
SchoolEdinburgh Futures Institute CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits10 ECTS Credits5
SummaryThis elective course will explore the nature of marketing and communication strategies available to service organisations - either as design agencies or service providers in commercial and public sectors. It will trace the evolution of marketing from a product-dominant to a service-dominant concept, and consider the implications of adopting a service lens for marketing and communication practices. The elective will also consider how communication and marketing have been transformed by the growth of digital and smart technology and the increasing pervasiveness of virtual forms of marketing in the creation of service experiences.
Course description This course will draw on a range of theories, frameworks and tools within service marketing and management to develop an understanding of the marketing and communication strategies and practices available to service organisations and the market opportunities they can utilise through adopting a service lens.

The course will introduce students to service marketing and communications within service ecosystems, 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:

(1) the role of service employees and customers;
(2) service failure and recovery;
(3) managing service quality;
(4) developing service loyalty;
(5) communicating and promoting services;
(6) service innovation, and;
(7) servicescapes.

These topics will be explored using independent learning and group activities and discussions, case examples, guest speakers, and a flipped classroom approach.

Edinburgh Futures Institute (EFI) - On-Site Fusion Course Delivery Information:

The Edinburgh Futures Institute will teach this course in a way that enables online and on-campus students to study together. This approach (our 'fusion' teaching model) offers students flexible and inclusive ways to study, and the ability to choose whether to be on-campus or online at the level of the individual course. It also opens up ways for diverse groups of students to study together regardless of geographical location. To enable this, the course will use technologies to record and live-stream student and staff participation during their teaching and learning activities.

Students should be aware that:
- Classrooms used in this course will have additional technology in place: students might not be able to sit in areas away from microphones or outside the field of view of all cameras.
- Unless the lecturer or tutor indicates otherwise you should assume the session is being recorded.

As part of your course, you will need access to a personal computing device. Unless otherwise stated activities will be web browser based and as a minimum we recommend a device with a physical keyboard and screen that can access the internet.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2023/24, Available to all students (SV1) Quota:  24
Course Start Semester 2
Course Start Date 15/01/2024
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 4, Seminar/Tutorial Hours 4, Online Activities 8, Formative Assessment Hours 3, Other Study Hours 5, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 74 )
Additional Information (Learning and Teaching) Other Study: Scheduled Group-work Hours (hybrid online/on-campus) - 5
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Feedback Feedback on the formative assessment may be provided in various formats, for example, to include written, oral, video, face-to-face, whole class, or individual. The course organiser will decide which format is most appropriate in relation to the nature of the assessment.

Feedback on both formative and summative in-course assessed work will be provided in time to be of use in subsequent assessments within the course.

Feedback on the summative assessment will be provided in written form via Learn, the University of Edinburgh's Virtual Learning Environment (VLE).

Students will receive feedback at various points during the course:

- Through digital learning platform on individual pre-task (formative feedback);
- Throughout the intensive days in group discussions and presentations (formative feedback);
- Through online discussion board/email and post-intensive Q&A sessions with the lecturer and/or TA to support students in their final assessment (formative feedback);
- By written feedback on the individual assignment (summative feedback).
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Critically evaluate key service marketing concepts and frameworks and their applicability in varied service contexts.
  2. Demonstrate an understanding of the Services Marketing Mix and how it can be applied in service and manufacturing firms as well as public and private services.
  3. Identify market opportunities through adopting a service lens.
  4. Critically analyse, develop and communicate physical, digital and virtual service experiences.
Reading List
Indicative Reading List:


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.

Recommended Further Readings:

Baron, S., Warnaby, G., & Hunter-Jones, P. (2014). Service(s) marketing research: developments and directions. International Journal of Management Reviews, 16(2), 150-171.

Berry, L.L., Wall, E.A. and Carbone, L.P., (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), pp.43-57.

Bettencourt, L. A., Lusch, R. F., & Vargo, S. L. (2014). A Service Lens on Value Creation. California management review, 57(1), 44-66.

Bitner, M.J., (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), pp.57-71.

Butler, P. and Collins, N., (1995). Marketing public sector services: concepts and characteristics. Journal of Marketing Management, 11(1-3), pp.83-96.

Helkkula, A., 2011. Characterising the concept of service experience. Journal of Service Management.

Kowalkowski, C., Gebauer, H., Kamp, B. and Parry, G., (2017). Servitization and deservitization: Overview, concepts, and definitions. Industrial Marketing Management, 60, pp.4-10.

Lovelock, C. and Gummesson, E., (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of service research, 7(1), pp.20-41.

McLaughlin, K., Osborne, S.P. and Chew, C., (2009). Relationship marketing, relational capital and the future of marketing in public service organizations. Public Money & Management, 29(1), pp.35-42.

Sandström, S., Edvardsson, B., Kristensson, P. and Magnusson, P., (2008). Value in use through service experience. Managing Service Quality: An International Journal.

Vargo, S.L. and Lusch, R.F., (2004). Evolving to a new dominant logic for marketing (pp. 21-46). Routledge.

Vargo, S.L. and Lusch, R.F., (2011). It's all B2B... and beyond: Toward a systems perspective of the market. Industrial marketing management, 40(2), pp.181-187.

Vargo, S.L. and Lusch, R.F., (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, 44(1), pp.5-23.
Additional Information
Graduate Attributes and Skills This course will develop the following graduate attributes and skills:

Research and Enquiry:
- Critical thinking: capability to evaluate information thoroughly; identifying assumptions, detecting false logic or reasoning and defining terms accurately in order to make an informed judgement
- Knowledge integration and application: use information and knowledge effectively in order to abstract meaning from information and to share knowledge across fields

Personal Effectiveness:
- Commercial / Professional / Situational awareness: display commercial/situational acumen and knowledge of the current local and global business landscapes, industries, organisations and specific roles
- Team working: effectively perform within team environments including the ability to recognise and capitalise on individuals' different thinking, experience and skills

- Verbal communication and presentation: develop oral communication of complex ideas and arguments using a range of media
- Written communications: be able to communicate complex ideas and arguments in writing using a range of media from formal writing to social media and have the ability to produce clear, structured written work.
KeywordsService Marketing,Communication,Service Lens,Service Experience
Course organiserDr Teea Palo
Tel: (0131 6)51 1070
Course secretaryMr David Murphy
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