module specification

The module aims to provide an understanding of the marketing management process in the contemporary service sector. The service sector accounts for a significant proportion of GDP and employment in most developed economies and therefore it becomes essential for you to gain insight within the area. As Business, marketing, marketing communications students in this module, you will be introduced the fundamentals of services marketing. A range of marketing principles and theories will be introduced & explored such as the marketing concept, consumer and B2B insights, service industry & organisational   environmental analysis, marketing research applicable to tangible goods and services marketing, service experience delivery the extended service marketing mix, service quality & managing customer relationships and building loyalty and retention in service organisations.

The module aims to:
• Provide you with an understanding of the theoretical foundations and practical application of marketing in services, private and public sectors.
• Provide you an understanding of contemporary issues in service marketing.

The following skills will be developed
• Develop your academic writing
• Application of your marketing services knowledge and interpreting data skills.
• Develop your researching and analysing skills.

Available for Study Abroad YES

Introduction to marketing management LO1

• Factors & trends in the marketing environment & and how they impact on marketing decision making LO1

• Consumer behaviour and B2B Marketing LO2

• Marketing research and consumer insights/marketing analytics   LO3

• Fundamentals of services marketing management LO2

• Positioning products and services in competitive consumer and b2b markets  LO2

• Creating customer value through the marketing mix components and delivering the service experience via the extended marketing mix for services LO2

• Internationalising marketing in consumer and b2b markets LO2

• Designing service processes and service blueprinting LO2

• Managing customer acquisition, relationships and building loyalty in service organisations

• Measurements of marketing performance LO3

• Conceptualising and applying the service quality process LO3

• Service failure and recovery LO3

• Managing new service development process LO3
Service innovation strategy

• The impact of digital technology & E services LO1

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 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 environment for a specific service sector and organisation with relevant data gathering and interpretation (LO1).
2. Assess relevant marketing concepts/models available to the selected service organisation (LO2)
3. Apply relevant marketing concepts/models to the selected service organisation to facilitate decision-making processes (LO3).

Library Reading List Link

https://rl.talis.com/3/londonmet/lists/DF387CE5-5502-BB1F-1F2B-B0AE662D949E.html?lang=en-GB&login=1

Core books
Jobber D and Ellis-Chadwick F, (2023), Principles and Practice of Marketing ,10th Edition, McGraw Hill Education ISBN 1526849534 · 9781526849533
https://www.mheducation.co.uk/principles-and-practice-of-marketing-10-e-9781526849533-emea-group

Wirtz J. Chew P. Lovelock C. (2024) Essentials of Services Marketing, 4th edition Pearson ISBN-13: 9781292746135
https://www.pearson.com/en-gb/subject-catalog/p/essentials-of-services-marketing/P200000007257/9781292745503

Masterson, R., Phillips, N and Pickton D (2021) Marketing; An Introduction. 5th edition: Sage
https://uk.sagepub.com/en-gb/eur/marketing/book268589

Additional support

Zeithaml V. Bitner, M. Gremler D. (2024) Services Marketing: Integrating Customer Focus Across the Firm 8th Edition ISBN 1266287159 · 9781266287152
https://www.mheducation.co.uk/services-marketing-integrating-customer-focus-across-the-firm-ise-9781266287152-emea-group#tab-label-product-description-title

Kotler P. Armstrong G Balasubramanian S. (2024) Principles of marketing 19th Global Edition ISBN 13: 9781292473239
https://www.pearson.com/en-gb/subject-catalog/p/principles-of-marketing-global-edition/P200000010013/9781292740836

Journals:
Journal of Services Marketing
Services Marketing Quarterly
The Service Industries Journal
Public Services Quarterly
Journal of Relationship Marketing

Electronic Databases:
FAME, Mintel, Passport – Euromonitor, Statista

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