Services Marketing
SERVICES MARKETING
AIMS
(i) To provide students with a comprehensive understanding of the key issues
in marketing of services.
(ii) To enhance their knowledge of services marketing concepts and theories
(iii) To enable students in applying the services principles across a broad
range of industries
(iv) To enhance students critical awareness of the growing importance of relationship
marketing within services.
LEARNING TEACHING & ASSESSMENT STRATEGY:
This module is delivered as a block module in a duration of five days, from Monday to Friday. It is an intensive learning block week, therefore the students are required to read and prepare for the case studies and relevant learning material before the commencing of the week. All of the material the students are required to read will be made available through the course blackboard website two weeks prior the class. It aims to create an interactive and effective learning experience which includes a combination of learning activities. Formal lectures and video discussion will be used to provide students with the information required to enhance their knowledge and gain critical views on modern services models and the challenges of marketing services, as well as issues relating to ethic and sustainability of marketing practices in services industries, such as fairness in pricing and customer encounter and environmental issues in services provision (learning outcomes, 1a, 1b, 1c, 1d, 1 e, 2a, 2b, 2c, 2d, 2e).Tutorial sessions will be used to provide application and discussions of the theories and concepts introduced from the lecture sessions. This will include case study presentations which involve group work where students will be required to engage in intense discussion within their group and provide well analysed and argued solutions to the case (learning outcomes, 1b, 1c, 1d, 2d, 3a, 3b, 3c, 3d). Workshops exercises and role play will be used for students to practice their skills in applying marketing tools (learning outcomes, 1b, 1c, 1d, 1g, 3a, 3b, 3c.)
LEARNING OUTCOMES:
1. Knowledge & Understanding:
On successful completion of this module you will be able to...
(i) Understand the key challenges in marketing services.
(ii) Apply the services principles in developing marketing strategies for service
organisations.
(iii) Critically analyse a service business model.
(iv) Appraise the fairness in pricing and services design.
(v) Demonstrate a critical awareness of ethical and sustainability issues in
marketing of services.
2. Subject-Specific Skills:
On successful completion of this module you will be able to...
(i) Apply a systematic approach in developing customer centred service concepts.
(ii) Critically evaluate value proposition of a service offering.
(iii) Critically appraise a service delivery system.
(iv) Critically evaluate the key customer relationship issues relating to service
industries.
(v) Critically identify potential service fail points and recovery solution
3. Personal Transferable Skills:
On successful completion of this module you will be able to:
(i) Critically analyse a business situation
(ii) Effectively define problem, engage in and evaluate decision making process.
(iii) Effectively present and communicate your idea.
(iv) Evaluate your role within a group and effectively contribute to the goal
of the group
OUTLINE SYLLABUS:
- Based on the main concept of services and draw on the important differences with product marketing.
- Key principles of relationship marketing and how to make relationship marketing work within services.
- The role of customers and management of customer experience.
- Strategic issues in services marketing.
- Demand and capacity management in marketing of services.
- Marketing mix and relationship marketing implications - service product, pricing, distribution, people, process, physical evidence, communications and service quality.
MODULE COORDINATOR
Dr Mei-Na Liao
Mei-Na holds a BSc (Honours) degree in hospitality management, an MBA in marketing
and a PhD in management. She won the Emerging Scholar award at the Association
for Research on Non-Profit Organizations and Voluntary Action Conference, 2000,
in New Orleans, USA. She is also the winner of the Best Social Marketing Paper
Award at the European Marketing Academy Conference 2008. Mei-Na has published
in a number of international research journals, namely, the Journal of Nonprofit
and Public Sector Marketing, Journal of General Management, Corporate Communication:
An International Journal and International Journal of Nonprofit and Voluntary
Sector Marketing. She provided her expertise in customer experience management
to various services organisations, such as the NHS and Emerald Group Publishing
Ltd. She taught at the Nottingham University School of Management before joining
Bradford. Prior to starting her academic career, Mai-Na worked as an executive
producer for a television company. She is also a guest professor for the MBA
International Week series of the EADA International Business School in Barcelona,
Spain.