Module Information

Module Identifier
Module Title
Marketing of Services
Academic Year
Intended for use in future years
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 18 Hours. 9 x 2 hour lecture sessions


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Written examination  weighted 50%.  50%
Semester Assessment A 2,500 word report  weighted 50%.  50%
Supplementary Exam 2 Hours   Written examination  50%
Supplementary Assessment Resubmission of failed coursework  50%

Learning Outcomes

On completion of this module, students should be able to:

  • Define marketing in the service environment

* Critically appraise differing paradigms in relation to services marketing theory

* Describe and discuss the characteristics of services and the services marketing mix

* Assess service strategies and customer expectations of service

* Evaluate means of building and sustaining customer relationships

* Critically assess service accessibility issues, especially in relation to e-marketing of services

* Evaluate internal marketing strategies

* Describe and discuss the concept of brands and image in the service sector

* Critically appraise means of managing service delivery

* Discuss the nature of competition


Topics to be covered in the module are as follows:

  • Definitions of marketing
  • Transaction versus CRM
  • Characteristics of services
  • Services marketing mix
  • Service offer, strategies, positioning and trading
  • Customer behaviour
  • Market research and customer expectations of service
  • Building and sustaining customer relationships
  • Service accessibility issues, especially in relation to the Internet and e-marketing
  • Quality issues
  • Internal marketing strategies
  • Brands and image
  • Communication
  • Competition

Module Skills

Skills Type Skills details
Information Technology Students will be expected to prepare a professional standard report using appropriate software. In addition, most of the set texts have student website access via the publisher, and they will be expected to develop their knowledge via their interactive use of such sites.
Personal Development and Career planning Careers needs are met continually during the UG programmes. The Department also runs a week long programme `Gis a job? helping students find suitable employment, and recruitment agencies in the discipline are invited to Aberystwyth and interview the students.
Subject Specific Skills * Writing in an academic context: the report must be of a professional standard. * Oral discussion and presentation: the majority of sessions will be interactive, and students will be expected to contribute and present topics. * Self-management: important in preparing and writing up of the report.
Team work There will be general group practical work in the timetabled sessions


This module is at CQFW Level 6