Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: MAN224
Module Title: Services Marketing
Module Level: Level 2
Module Credits: 5.00
Academic Year: 2019/20
Semester: SEM2
Originating Department: International Business School Suzhou
Pre-requisites: N/A
Western economies are dominated by services. Indeed, more than two-thirds of the workforce in many countries are designated as service employees.

Consequently, the broad aim of this module is to introduce students to the sub-discipline of services marketing.

Throughout the module, students will be provided with the tools to critically evaluate the theoretical aspects of services marketing.

At the same time, students will be expected to reflect on how theory translates into practice, and will be encouraged to select appropriate services marketing frameworks to analyse specific service organisations and sectors.

The module stresses the distinctiveness of services marketing from tangible goods marketing.

Practical application of theoretical services marketing material is examined within a diverse range of sectors including financial services, hotels, restaurants, airlines, universities, theme parks, and charities.

Management of customer satisfaction and perceived ser vice quality are themes that are interwoven into all of the components of the module syllabus.

The module endeavours to provide a challenging and supportive learning environment for students by enhancing the key skills and subject knowledge appropriate to pursuit of a career in services marketing.
Learning outcomes 
On successful completion of this module, the student will be able to:

(A) Define the nature, scope, and key characteristics of services marketing

(B) Critically evaluate theoretical frameworks and terminology drawn from the services marketing literature

(C) Apply services marketing concepts that acknowledge the inherent distinction between (tangible) goods and (intangible) services marketing

(D) Apply extended marketing mix strategies appropriate to the objectives, resources, and environment of both profit and non-profit service organisations
Method of teaching and learning 
The module involves a range of teaching strategies including lectures, student-led seminars, case studies and guest lectures.

Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles.

Independent research and study will be encouraged throughout to complement group work activities.

Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.
Evolution of services marketing

Classification of services

Services Marketing System

Physical Evidence/The Servicescape

Managing Processes

People (employee and customer) management

Product/Price/Promotion/Distribution strategies for services

Non-Profit sector

Marketing financial services

Relationship Marketing/Internal Marketing

Customer satisfaction

Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     12      112  150 


Sequence Method % of Final Mark
1 Presentation 15.00
2 Group Report 15.00
3 Online Open Book Exam 70.00

Module Catalogue generated from SITS CUT-OFF: 9/20/2020 12:11:23 AM