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Parent Programme
Bachelor of Business
Level 7
Services Marketing (Elective)
Reference Code: 712
Year 3
Spring Semester 2
12 Weeks Full-Time X 2.5 Hours per week
12 Weeks Part-Time X 1.5 Hours per week

Services Marketing Module

Defining Services Marketing:

The indicative syllabus of this module is outlined in the units below:

Services Marketing

  • Historical development of services marketing;
  • The services marketing concept, selling and production orientations;
  • The changing marketing landscape;
  • The 7Ps of marketing.

The Characteristics of Services Marketing:

Identifying the four key characteristics of services marketing and the role they play in differentiating product marketing from services marketing.

Service Quality Management:

  • The relevance of service quality to ensuring repeat business from the B2C consumer.
  • Servqual and Dimensions quality model.
  • The GAPS model of service quality.

The Service Package Model of Service Experience:

  • Taking the learner through the service experience process.
  • Understanding the fail points, which occur at the four key stages of a service experience. 

The Product Service Continuum:

  • Identifying the level of intangibility in the service event.

Buyer Behaviour and Understanding the Service Experience:

  • Consumer and Organisational buying decision processes;
  • Factors influencing the buying decision process;
  • introducing the Zone of Tolerance and managing the impact of same.
  • The different customer profile due to the growth in the Cloud sector.

Services Marketing design and Processes

Service Design and Service Processes:

  • Designing a service, creating a blueprint.
  • Managing the key types of failpoints. 

How to promote a Service?

  • The services promotions mix; The communications process;
  • Role of an Integrated Marketing Communications plan;
  • Marketing online services. 

The Servicescape:

  • Understanding the role of the physical environment in which the service is delivered;
  • Avoidance and Attraction strategies.

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Apply the key characteristics of services and how they, in particular, contribute to services marketing strategies.
LO 2
Critique both the concept and the relevance of the key academic models in services marketing in creating a competitive advantage for the organisation
LO 3
Critique the key issues and challenges for services marketing in current hyper-competitive business environments, referring to traditional and cloud based operations.
LO 4
Assess the impact of both micro and macro environmental forces on the services marketing strategy of the organisation
LO 5
Assess the importance of delivering service quality to ensure customer retention.


Individual Project (1)
Individual Project (2)
LO1, LO2, LO3, LO5
Final written examination

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Aims & Objectives

This module aims to provide learners with a focused understanding of the marketing function within a services context.  Given the significant rise of services to become a dominant sector of many developed economies, and its increasing importance in developing and emerging economies, a specific focus on the services context was deemed appropriate, given that many learners on this programme are highly likely to gain employment in this broad sector.

Thus, this module aims to enable learners to apply services marketing concepts, to the services sector.