module specification

 The module aims to provide an understanding of the marketing management process in contemporary organisations and in the context of tangible goods, services and b2b markets. The service sector accounts for a significant proportion of GDP and employment in most developed economies and therefore it becomes essential for students to gain insight within the area. In this module, students are introduced to a range of marketing theories such as the marketing concept, consumer behaviour, business environmental analysis, marketing research, consumer and b2b insights applicable to tangible goods and services marketing.

The module aims to:
● Provide an understanding of the theoretical foundations and practical application of marketing in services, private and public sectors.
● Provide an understanding of contemporary issues in marketing.
● Develop students’ academic writing, application of knowledge and interpreting data skills.
● Develop students’ researching and analysing skills.

N/A

• Introduction to marketing management LO1
• Impact of the business environment LO1
• Consumer behaviour and B2B Marketing LO2
• Marketing research and consumer insights/marketing analytics  LO2
• Fundamentals of services marketing management LO2
• Positioning products and services in competitive consumer and b2b markets LO1, LO2
• Creating customer value through the marketing mix components and delivering the service experience via the extended marketing mix for services LO1
• Internationalising marketing in consumer and b2b markets LO3
• Designing service processes and service blueprinting LO3
• Managing customer relationships and building loyalty in service organisations LO3
• Conceptualising and applying the service quality process LO3
• Service failure and recovery LO3
• Managing new service development process LO3
• Service innovation strategy LO3
• E-services LO3

The module will be taught over a 12-week period and consist of a 2-hour lecture and 1-hour seminar each week. The module seeks to assist students’ understanding of marketing practices and contextualise their knowledge in relation to the marketing and services disciplines.

Lectures will focus on key issues, concepts and models of marketing and their application to real life scenarios. These sessions will impart knowledge in order to provide a forum for better understanding of key topic areas via the seminars through small group discussions, videos and case study/journal article analysis; where possible guest lecturers from service organisations shall be incorporated in the teaching.

The use of WebLearn facilities is central to the delivery of the module handbook, case studies, journal articles and student feedback.

On successful completion of this module, students will be able to: 

1. Analyse the business environment for an organisation operating in a specific sector with relevant data gathering and interpretation (LO1).
2. Assess relevant marketing concepts/models available to the selected organisation (LO2)
3. Apply relevant marketing concepts/models to the selected organisation in order to facilitate decision-making processes (LO2).

The module is assessed by one component:-
An individual essay on a service organisation (100% weighting). 

● Individual Essay
The aim of this assessment is to encourage students to analyse the service marketing issues affecting one organisation in a particular service sector. Students can select an organisation which operates in the UK from any of the following service sectors which relate to their degree course, e.g. Marketing, Retail, Professional services, Fashion, Leisure, Tourism, Aviation, Creative industries, Financial services, Education, Not for Profit/Charity.

The elements that form this assessment include:
● - Analysis of the strengths, weaknesses, opportunities and threats (SWOT) facing the organisation based on properly referenced sources.
● - Identification of the organisation’s key service marketing issues for the next 3 years, drawing on secondary research and analysis.
- Demonstration of the relationship between one of these issues and some relevant theoretical principle of services marketing, taken from reliable and appropriately referenced sources. The individual essay weighs 100% (1,500 word limit).

This assessment encourages students to develop and practice the following skills:
Academic writing, application of knowledge, interpreting data, researching and analysing skills.

Textbooks:
Core Text:

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practices of Marketing, 9th Edition, McGraw-Hill.

Lovelock, C. and Wirtz, J. (2018) Essentials of Services Marketing, 3rd Edition, Pearson. 

Other Recommended Texts:
Bryson, J. R. and Daniels, P.W. (2015) Handbook of Service Business Management, Marketing, Innovation and Internationalisation, Edward Elgar. 

Chaffey, D. and Smith, P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition, Routledge.

Fahy, J. and Jobber, D. (2019) Foundations of Marketing, 6th Edition, McGraw-Hill. 

Farone, D. B. (2019), Best Practices in Law Firm Business Development and Marketing, Practising Law Institute.

Fatehi, K. and Choi, J. (2019) International Business Management: Succeeding in a Culturally Diverse World, 2nd Edition, Springer.
Grönroos, C. (2015) Service Management and Marketing: Managing the Service Profit Logic, 4th Edition, John Wiley and Sons.

Hines, T. and Bruce M. (2007) Fashion Marketing: Contemporary Issues 2nd Edition, Elsevier. 

King, M. (2009) Music Marketing: Press, Promotion, Distribution, and Retail, Berklee Press Publications.

Kolb, B. (2016) Marketing Strategy for Creative and Cultural Industries (Mastering Management in the Creative and Cultural Industries), 1st Edition, Routledge.

Lovelock, C. and Wirtz, J. (2016) Services Marketing: People, Technology, Strategy, Global Edition, 8th Edition, World Scientific Publishing.

Middleton, V., Fyall, A., Morgan and Ranchhod, A. (2009) Marketing in Travel and Tourism, 4th Ed., Butterworth-Heineman.

Palmer, A. (2014) Principles of Services Marketing, 7th Edition, McGraw-Hill.

Posner, H. (2011) Marketing Fashion, Laurence King Publishing.

Sanchez, A. and Carro, B. (2017) Digital Services in the 21st Century, A Strategic and Business Perspective, John Wiley & Sons.

Shaw, S. (2011) Airline Marketing and Management, 7th Edition, Ashgate.

Troilo, G. (2015) Marketing in Creative Industries: From Creativity to Customer Value, Palgrave Macmillan.

Vanderstraeten, A. (2019) Strategic HRM and Performance: A Conceptual Framework, 1st Edition, Red Globe Press.

Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2017) Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition, McGraw-Hill.

Journals:
Journal of Services Marketing
Journal of Marketing
International Marketing Review
Journal of Services Research
Journal of Marketing Communications
Marketing Intelligence and Planning
Academy of Marketing Science Journal
Managing Service Quality
International Journal of Service Industry Management
Journal of Financial Services Marketing
Services Marketing Quarterly
Journal of Voluntary and Non Profit Marketing
Journal of Consumer Marketing
European Journal of Marketing
Journal of Business Management
Human Resource Management Journal
Journal of Travel and Tourism Marketing
Journal of Aviation Management
Journal of ICAO
Events Management: An International Approach
Journal of Electronic Commerce in Organizations
International Business Management 
Journal of Business Law

Websites:
Chartered Institute of Marketing (CIM) www.cim.co.uk
Institute of Practitioners in Advertising www.ipa.co.uk
Smartinsights www.smartinsights.com

Electronic Databases:
Mintel, Market Intelligence, Keynote.

Other:
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week, Event Magazine, Music Week.