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Marketing of Services

Module code: MARK 3004

Module description

For the 21st century it is vital that the next generation of managers have the skills and depth of understanding necessary to organise, develop and make successful strategic marketing decisions that are specific to service industries. This module aims to provide students with a working knowledge of the marketing of services and an understanding of the special nature of services and the consequences to marketing mix decisions. By the end of the course students should be equipped with the ability to design and develop strategic and tactical programmes necessary in the development of current and new service products. This module will acclimatise students to the subject through formal lectures and applied case studies to develop their theoretical knowledge to practical scenarios. As this module is a specialised marketing subject students will be expected to have a broad based knowledge of marketing and may have additionally specialised in other areas of marketing.

Contact hours per student per year

  • Lectures: 20 hours
  • Tutorials: 8 hours


  • Coursework: 50%
  • Unseen exam: 50%

Additional costs: No extra costs other than purchase of books

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