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


  • Coursework (1000 words): 50%
  • Unseen Examination (45 mins): 50%

Additional costs: No extra costs other than purchase of books

Events at DMU

At DMU there is always something to do or see, check out our events for yourself.

News target area image

DMU is a dynamic university, read about what we have been up to in our latest news section.

Mission and vision target area image
Mission and vision

Read about our mission and vision and how these create a supportive and exciting learning environment.