Module Code: H7SMKM
Long Title Services Marketing Management
Title Services Marketing Management
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 5
Module Coordinator: MICHAEL BANE
Module Author: MICHAEL BANE
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a fundamental understanding of contemporary services marketing management thought and practice.
LO2 Recognise how services marketing management applies to major business functions and underlies the multi-disciplinary nature of any organisation.
LO3 Source relevant academic literature and industry research, interpret and apply this knowledge in light of contemporary services industry issues
LO4 Demonstrate a comprehensive awareness of the complexity of the service environment and inherent processes.
LO5 Analyse contemporary service related problems and develop appropriate strategies and initiatives.
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
The Context of Services Marketing
• The Nature and Context of Services Marketing • Consumer Behaviour in Services • Managing Consumer Expectations & Perceptions • Understanding the Service Worker • Developing the Services Marketing Mix • Relationship Management and Forging Customer Loyalty
Implementation of Services Marketing
• Managing the Service Operation, • Service Design & Managing the Physical Setting, • Service Branding & Strategy, • Innovation, • IT and Service Management, • Developing & Implementing Communications Strategies, • Service Pricing Policy Management, • Devising Service Recovery Strategies, • Defining Service Growth Strategies, • Developing Global Strategies for Services
Assessment Breakdown%
End of Module Assessment50.00%


Full Time

Assessment Type: Continuous Assessment (0200) % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
Learners will be presented with contemporary service marketing articles & case studies, which they will be expected to dissect, interpret and pro- offer informed analysis and, where appropriate, strategies and recourses. This may take the form of written reports and/or presentations should highlight relevant theory & industry practice and demonstrate the learner’s ability to derive the right conclusion based on personal and/or professional experience. Learners will need to argue their reasoning for proposing certain strategies / tactics in favour of others & prepare arguments for their choice.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,3,4,5
Non-Marked: No
Assessment Description:
The end of semester examination paper which is two hours in duration. All questions will necessitate essay-style responses and marks will be awarded based on clarity, structure relevant examples, depth of topic knowledge and evidence of outside core text reading
No Workplace Assessment
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

NCIRL reserves the right to alter the nature and timings of assessment


Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 24 Per Semester 2.00
Tutorial Mentoring and small-group tutoring 12 Per Semester 1.00
Independent Learning Independent learning 89 Per Semester 7.42
Total Weekly Contact Hours 3.00

Module Resources

Recommended Book Resources
  • Wilson, A., Zeithaml V., Bitner M. and Gremler. (2020), Services Marketing; Integrating Customer Focus Across the Firm, 4th Ed. McGraw Hill.
  • Wirtz , J. and Lovelock, C.. Services Marketing: People Technology, Strategy, 9th Ed. World Scientific Publishing.
Supplementary Book Resources
  • Baron, S. and Harris, K. and Hilton, T.. Services Marketing Text and Cases, 3rd Ed. Palgrave.
  • Gronross,C... (2015), Services Management and Marketing: Managing the Service Profit Logic, 4th Ed. Wiley Publications.
  • Fisk,R., Russell-Bennett, R. and Harris, K... (2013), Serving Customers: Global Services Marketing Perspectives, Tilde University Press..
  • Watkinson, M.. (2012), The Ten Principles behind Great Customer Experiences, FT Press..
  • Lusch, R.F., and Vargo,S.L... (2010), Service Dominant Logic of Marketing.
  • Bruhn, M. & Georgi, D. (2006), Services Marketing; Managing the Service Value Chain, Prentice Hall.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: