Marketing of Services

Module code: MARK 3004

Module description

The service industry sector forms a substantial part of most developed economies. Hence, the range of services is enormous. Services are provided and consumed in nearly all areas of work, business, and home and leisure activities. The sheer number of services that are available has grown, partly because it is not always easy to differentiate products just on features, benefits, quality or price. Competition can be very intense and most product innovations or developments are copied quickly. Services provide an opportunity to add value yet not be copied, as each service is a unique experience.

In this module, we will explore the essence of the marketing of services including the contemporary challenges for business. This module will use a mixture of formal lectures, latest academic research, examples, and case studies to develop your understanding of current business practices.

Contact hours per student per year

  • Lectures: 22 hours
  • Tutorials: 8 hours

Assessments

  • Coursework: 50%
  • Unseen exam: 50%

Additional costs: No extra costs other than purchase of books

 
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