module specification

MC6061 - Services Marketing (2024/25)

Module specification Module approved to run in 2024/25
Module title Services Marketing
Module level Honours (06)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
39 hours Scheduled learning & teaching activities
102 hours Guided independent study
9 hours Assessment Preparation / Delivery
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 40%   Group Presentation
Coursework 60%   Individual Report
Running in 2024/25

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

The service sector accounts for a significant proportion of GDP and employment in most developed economies and therefore it becomes essential for students to have an in-depth understanding of the subject of Services Marketing. In this module, students are introduced to a range of services marketing concepts, models, techniques and online activities applicable to service organisations.

The module aims to:
• Provide an understanding of the theoretical foundations and practical application of services marketing in the private and public sectors.
• Provide an understanding of contemporary issues in services marketing.
• Enhance the transferability of students’ knowledge in developing marketing competences across organisational, national and sector boundaries.
• Develop students’ academic writing, communication and interpersonal skills, including oral presentation.

On completion of this module students should develop the following skills:
• Researching and Analysing Data
• Application of Knowledge and Presenting Data
• Critical Thinking and Writing
• Communicating/Presenting – orally and in writing, including inter-cultural communication
• Problem Solving and Decision Making
• Interpersonal, including collaborating/working with others, cross cultural awareness, having a positive attitude, negotiation and persuasion


• Fundamentals of services marketing management LO2
• Marketing challenges posed by services; powerful forces that influence services marketing LO2
• Creating and delivering the service experience and extended marketing mix for services LO1
• E-services LO2
• Service innovation strategy and process LO2
• Managing new service development (NSD) process and service blueprinting LO1
• Conceptualising and applying the service quality process LO1
• Service failure and recovery LO2
• Managing relationships and building loyalty in service organisations LO1
• Internationalising services LO1

Balance of independent study and scheduled teaching activity

The module will be taught over a 13 week period and consist of a 3-hour workshop each week. Students will come to this module both with a developed body of marketing knowledge and in many cases, well-rounded communication skills and the module therefore seeks to broaden students’ understanding of marketing practices and contextualise their knowledge.

Workshops will focus on key issues, concepts and models of services marketing and their application to real life situations. These sessions will serve to anchor knowledge imparted in the workshops and provide a forum for a better understanding of key topic areas through small group discussions, videos, case study/journal article analysis and presentations; 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.

Learning outcomes

1. Critically evaluate appropriate services marketing strategies, plans and activities for an organisation operating within the service sector with relevant data gathering and analysis (LO1).
2. Critically assess and apply relevant marketing concepts/models available to service organisations in order to facilitate decision-making processes (LO2).



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

Other Texts:
Grönroos, C. (2015) Service Management and Marketing: Managing the Service Profit Logic, 4th Edition, John Wiley and Sons.

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

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

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

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
European Journal of Marketing
Harvard Business Review

Chartered Institute of Marketing (CIM)

Electronic Databases:
Mintel, Market Intelligence, Keynote.

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.