Course description

Service Marketing


A large percentage of business activity today relates to services. Services, therefore, dominate the global economy and are becoming critical for competitive advantage in companies across the globe and industry sectors. Thus, an understanding of the field of service marketing and its most recent advances is a prerequisite today for those who want to successfully pursue careers and manage businesses both in the private and in public sector.

This course allows students to examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses. Topics include an overview of services marketing; understanding the customer in services marketing; standardizing and aligning the delivery of services; the people who deliver and perform services; and, the rapid infusion of technology into various industries that has created new kinds of services that offer opportunities for service- and manufacturing organizations to enhance their relationships with customers.

Course content

  • New paradigms and frameworks in service marketing
  • Understanding the service marketing stakeholders
  • Designing the service performance, experience and the service setting
  • Understanding the customer: co-creation, complaint management and service recovery
  • Social media and service marketing

Learning outcome knowledge

On completion of the course, students will be able to:

  1. Understand and explain the nature and scope of services marketing
  2. Describe how to deal with the challenges faced by service and manufacturing organizations
  3. Develop a better appreciation of the necessary ingredients to create service excellence
  4. Provide a theoretical basis for assessing service performance
  5. Understand the characteristics and challenges of managing service firms
  6. Develop an appreciation of the key linkages between marketing and other business functions in the context of designing and operating an effective service system

Exam organisation

  • Class participation: 15%
  • Written assignment: 35%
  • Presentation: 20%
  • Written assignment: 30%