Module Information

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

Course Delivery

Delivery Type Delivery length / details
Lecture 2 Hours. - 10 lectures of 2 hours duration
Seminars / Tutorials 4 Hours. - 2 seminars of 2 hours duration


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   100%
Supplementary Exam 2 Hours   100%

Learning Outcomes

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

  • demonstrate a detailed understanding of, and an ability to critically evaluate, service marketing management concepts, models and theories in the specific context of service organisations;
  • explain and analyse service characteristics and their significance when planning, organising and controlling marketing operations and the selection of appropriate marketing strategies;
  • appraise aspects of a service organisation's marketing activities using appropriate theoretical models and frameworks from academic literature, making recommendations for improvements where appropriate.


  • To critically examine the theoretical foundations and practical application of services marketing management
  • To understand the principles of design, promotion and pricing of service products in both the for-profit and not-for-profit sectors
  • Develop an awareness of services marketing planning organisaton and control of marketing operations, and selection of appropriate marketing strategies

Brief description

The management of services marketing, including the design, planning, development, pricing and organisation of service products.


Introduction to the principles of service marketing management
Consumer behaviour and services
Service design and development (including service blue-printing and mapping)
Managing service encounters
Services communication and promotion
Pricing of services
Managing demand and capacity in service industries
Promoting and managing service quality
Positioning a service and building relationships
Integrated services management (the relationship between marketing, operations and managing people in service organisations)

Reading List

Recommended Text
Zeithaml, V A and Bitner, M J (2003) Services Marketing, integrating customer focus across the firm 3rd edition Boston: McGraw-Hill Primo search


This module is at CQFW Level 7