Marketing Services
| Code | School | Level | Credits | Semesters |
| BUSI3082 | Nottingham University Business School | 3 | 10 | Spring Malaysia |
- Code
- BUSI3082
- School
- Nottingham University Business School
- Level
- 3
- Credits
- 10
- Semesters
- Spring Malaysia
Summary
The module is designed to develop an understanding of the special context and techniques of the marketing of services. It is designed for those who recognise the crucial role that services play in the economy and its future, The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to establishing and retaining competitive advantage regardless of whether they market physical products, which all have a service element, or pure services. This module explores frameworks for understanding the nature and characteristics of services and the effective marketing of them. Lecture topics are as follows:
- Comparing traditional goods marketing and services marketing approaches
- The service consumer and buying processes
- Relationship marketing and customer loyalty
- Service positioning and targeting
- The services offer
- The service encounter and customer contact employees
- Service quality issues
- Pricing services
- Integrated communications for services
- Managing the service marketing effort
Target Students
Available to Part I and Part II Business School students with the required pre-requisiteBUSI2096 Marketing Management or BUSI2159 Marketing Management.
Classes
- One 2-hour tutorial each week for 2 weeks
- One 1-hour-30-minute lecture each week for 11 weeks
Eleven 1.5-hour lectures and two 2-hour tutorials per semester.
Assessment
- 100% Exam 1 (1-hour-30-minute): One 1.5-hour examination
Assessed by end of spring semester
Educational Aims
Subject specific objectives: after studying this module you should be able to:Explain the distinctive characteristics of services and their implications for the marketing of services.Understand the behaviour of the service consumer.Identify and explain the key strategies available to service organisations.Understand the nature of the services marketing mix.Understand the nature and importance of service quality and service relationships.Learning Outcomes
Knowledge and understanding
This module develops a knowledge and understanding of:
- The dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk.
- The development, access and operation of markets for resources, goods and services.
- The management of customer expectations, relationships and development of service excellence.
- Leadership, management and development of people including the implications of the legal context.
- Leadership, management and development of organisations including the implications of the legal context.
- The management of quality systems.
- The development, management, application and implementation of information systems and their impact upon organisations.
- The comprehension and use of relevant communications for application in business and management, including the use of digital tools.
- The development of appropriate policies and strategies within a changing environment to meet stakeholder interests.
- The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design.
- The design, development of organisations, including cross-cultural issues, change, diversity and values.
- The development of strategic priorities to deliver business at speed in an environment where digital technology has reshaped traditional revenue and business models.
Intellectual skills
This module develops:
- The ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
Professional practical skills
This module develops:
- People management, to include communications, team building, leadership and motivating others.
- Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
Transferable (key) skills
This module develops:
- An awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
- Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Articulating and effectively explaining information.
Conveners
- Dr Anita Chakrabarty