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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing of Services (CMSE11554)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits10 ECTS Credits5
SummaryThe Marketing of Services course is designed for those who are keen to recognise the crucial role that services play in the national and global economy. This course aims to advance students' knowledge of service marketing and to provide them with a comprehensive understanding of the implications of service offerings and service-based business models on marketing strategy and tactics. It will trace the evolution of marketing from a product-dominant to a service-dominant concept. Further, this course will help students understand more broadly the market opportunities enabled by the adoption of a service lens across service and product markets, and commercial and public sectors.
Course description The Marketing of Services course is designed to broaden students' view of marketing, and provide them with a comprehensive understanding of the challenges and opportunities associated with innovating and designing, distributing, and communicating services. This understanding will be achieved by introducing, discussing, and analysing several topics important to service firms to ensure the achievement of successful customer experiences and long-term customer relationships by service providers and their service ecosystems. Therefore, strategies used by service marketers to deal with issues such as service failure, inconsistent service quality, managing customer expectations, service innovation and loyalty will be discussed

Outline Content

The course will introduce students to theory and practice of service marketing, 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 the design and innovation of service offerings, the role of service employees and customers, service failure and recovery, managing service quality and loyalty, and communicating and promoting services.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites Students MUST also take: Principles of Marketing Management (CMSE11630) OR Marketing Management (CMSE11553)
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2024/25, Available to all students (SV1) Quota:  None
Course Start Block 4 (Sem 2)
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 100 ( Lecture Hours 10, Seminar/Tutorial Hours 1, Programme Level Learning and Teaching Hours 2, Directed Learning and Independent Learning Hours 87 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% Report (individual) - 1500 words - Assesses all course Learning Outcomes
Feedback Formative: Feedback will be provided throughout the course.

Summative: Feedback will be provided on assessments within agreed deadlines.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Appreciate the nature and importance of service sectors to economies and an understanding of the "state of the art" service management and marketing thinking.
  2. Understand and critically analyse the evolution of marketing from product to service dominant logic and the implications of this on marketing theory and practice.
  3. Demonstrate an understanding of key concepts and ideas of service marketing and their applicability in real life business contexts.
  4. Critically evaluate the nature and design of service experiences.
Reading List
Core texts

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.

Key Journals

The course will make use of readings in key journals accessible via the library.
Additional Information
Graduate Attributes and Skills Knowledge and Understanding

After completing this course, students should be able to:

Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.

Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.

Practice: Applied Knowledge, Skills and Understanding

After completing this course, students should be able to:

Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges

Cognitive Skills

After completing this course, students should be able to:

Be self-motivated; curious; show initiative; set, achieve and surpass goals; as well as demonstrating adaptability, capable of handling complexity and ambiguity, with a willingness to learn; as well as being able to demonstrate the use digital and other tools to carry out tasks effectively, productively, and with attention to quality.

Communication, ICT, and Numeracy Skills

After completing this course, students should be able to:

Convey meaning and message through a wide range of communication tools, including digital technology and social media; to understand how to use these tools to communicate in ways that sustain positive and responsible relationships.
KeywordsService,Service lens,Service marketing
Course organiserDr Teea Palo
Tel: (0131 6)51 1070
Course secretaryMr Ewan Henderson
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