Marketing Services
| Code | School | Level | Credits | Semesters |
| BUSI3118 | Nottingham University Business School China | 3 | 10 | Autumn China |
- Code
- BUSI3118
- School
- Nottingham University Business School China
- Level
- 3
- Credits
- 10
- Semesters
- Autumn China
Summary
PRE-REQUISITE
Please note that for this module, the following pre-requisites apply:
Marketing Management OR Managing and Marketing Tourism
(Please ignore Requisites: N/A below)
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
Re-assessment format is decided by the school.
Target Students
Available to all students with the appropriate pre-requisites.Optional module for students from IBM, BE, IBL, IBC, FAM, IC, ISAvailable to JYA/Erasmus students.
Classes
- One 1-hour seminar each week for 2 weeks
- One 1-hour-30-minute lecture each week for 11 weeks
Assessment
- 100% Exam 1 (1-hour-30-minute): 1.5 hour examination
Assessed by end of autumn 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 development and operation of markets for resources, goods and services.
•Customer expectations, service and orientation.
Intellectual skills
This module develops:
•The cognitive skills of critical thinking, analysis and synthesis, including the ability to identify assumptions, evaluate statements in terms of evidence, to detect false logic or reasoning, to identify implicit values, and to define terms adequately and to generalise appropriately.
•The ability to create, evaluate and access a range of options, together with the capacity to apply ideas and knowledge to a range of business and other situations.
Professional practical skills
This module develops:
•The ability to apply business models to business problems and phenomena.
Transferable (key) skills
This module develops:
•Effective self-management in terms of time, planning and behaviour, motivation, self-starting, individual initiative and enterprise.
•Learning to learn and developing an appetite for reflective, adaptive and collaborative learning.
•The interpersonal skills for effective listening, negotiating, persuasion and presentation
Conveners
- Dr Yi Wang