Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 20 Hours. 10 lectrures x 2 hour


Assessment Type Assessment length / details Proportion
Semester Assessment Case Study Report  3,000 words  100%

Learning Outcomes

At the end of this module students should be able to:

  • describe and discuss the differing marketing paradigms;
  • describe and analyse the characteristics of services and the service offering;
  • analyse suitable service strategies:
  • identify the components of service quality:
  • discuss the nature of competition;
  • assess the role of the Internet and the importance of e-marketing for services;
  • design appropriate internal marketing strategies


The service sector today occupies a significant position in the economies of most countries especially those in the West. As private sector service companies face increasingly fierce levels of competition, a further group of public services, including libraries, are beginning to experience the realities of competition for the first time. Service producers and managers have to be sure increasingly that they are producing the right services in the right places at the right time for the right price. Thus, marketing within the service sector is more important than it has ever been.


This module is at CQFW Level 7