Services Marketing

Module description

Services play a crucial role in the competitive world economy, and will increasingly shape its future.  With services constituting a growing share of economies in developed countries, students in marketing need to possess an understanding of the nature, mechanisms, and outcomes of services and their input in marketing.  This module seeks to provide an interdisciplinary, theoretically informed understanding of the fundamentals of services marketing, processes of service provision, and service ingredients.  It explores the drivers behind the growing role that services marketing plays across business and sectoral contexts, and encompasses complexities in service delivery and innovations across areas of services marketing and management.

Additional Information:


You will study and collaborate with other students from many different countries and cultures and this will enhance the strong cross-cultural perspective. 


This module seeks to enhance your employability across developed and developing economies, in the areas of service management, service marketing, service provision, national and regional competitiveness.  Service marketing is a key subject and one which meets the needs of employers across national and sectorial settings. 

Research in Teaching

The module content is informed not only by fundamentals of service theory but also by cutting-edge research in this area, introducing you to current thinking about service provision, designing and managing services, including research carried out in the Business School.

Full module specification

Module title:Services Marketing
Module code:BEMM019
Module level:M
Academic year:2016/7
Module lecturers:
  • Professor Edward Kasabov - Convenor
Module credit:15
ECTS value:






Duration of module: Duration (weeks) - term 1:


Module aims

This module seeks to provide a sound interdisciplinary and theoretically informed introduction to services marketing, processes of service provision, and currently trialled innovations in areas of services marketing and management through interactive lecture sessions which aim to develop a critical appreciation of service uniqueness and complexities, models of service provision, and the importance of services as ingredients to strategic decision-making and competitiveness in the private sector.  

ILO: Module-specific skills

  • 1. demonstrate an understanding of the fundamentals and principles of services marketing.
  • 2. illustrate the importance of services and services marketing to marketing practice.
  • 3. recognise key concepts and frameworks of processes, practices and outcomes of service provision.
  • 4. identify, understand and critique frameworks of services marketing.
  • 5. critically analyse the input and role of services across different business and sector settings.
  • 6. evaluate the practical application of the service mix.

ILO: Discipline-specific skills

  • 7. apply theories of services marketing across business, sector and organisational contexts.
  • 8. demonstrate knowledge of concepts and models of service provision, including customer relationship marketing.
  • 9. understand, analyse, and critically reflect upon services design ingredients and factors.
  • 10. apply and critically reflect on complexities in the internal and external management of services

ILO: Personal and key skills

  • 11. research, evaluate and incorporate academic and practitioner resources
  • 12. manage working in groups, and participate in group interactions.
  • 13. develop leadership and discussion skills.
  • 14. develop communications, negotiation, and argumentation skills in relation to the analysis of services and service marketing.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours22Lectures (11 x 2 hours)
Contact hours4Workshops ( 2 x 2 hours)

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
In-class group task; discussion45 minutes1-10, 12, 14In-class, oral feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual assignment: a focused topic essay or individual case study602400 words1-11, 14Written
Group assignment402500 words1-4, 6, 8-14Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual assignmentIndividual assignment; 2400 words1-11, 14July/August
Group assignmentIndividual assignment; 2400 words1-11, 14July/August

Syllabus plan

  • Introduction to services marketing.
  • The unique nature and ingredients of services.
  • The place and role of services in markets and businesses.
  • The extended marketing mix of services.
  • Service processes – design, implementation and management.
  • Building and developing service relationships.
  • Services failure, complaint management, and services recovery.
  • Strategic success and competitiveness through services – strategy continua in services marketing.
  • Service innovations.

Indicative learning resources - Basic reading

Basic reading:

Services Marketing and Management. Audrey Gilmore. SAGE, 2003.

The Compliance Business and its Customers. Edward Kasabov and Alexander Warlow. Palgrave Macmillan, 2012

Additional reading:

Selected journal articles, other relevant materials, and ELE resources are provided.

Module has an active ELE page?


Origin date


Last revision date