Services Marketing

• Credit value: 15 credits at Level 5
• Convenor: Nick Pronger
• Tutor: Jennie White
• Assessment: coursework of 3000 words (100%)

In this module we guide you through the functions and challenges in the marketing of retail and services organisations, and analyse current issues.

You will have the opportunity to critically evaluate the theoretical aspects of retail and services marketing and reflect on how theory translates into practice by selecting appropriate frameworks to analyse specific organisations and sectors. We will focus on the distinctiveness of services marketing from the more tangible retail goods marketing sector.

Indicative syllabus

• Contemporary perspectives on services and retailing
• Consumer behaviour for services and retailing
• Marketing communications issues
• Implications for the marketing mix
• Designing and maintaining processes
• Branding focuses
• Relationships, complaints and service quality
• Online and offline strategies
• Internationalisation

By the end of this module, you will be able to:

• define and understand the nature, scope and key characteristics of retail and services marketing
• describe and analyse contemporary marketing theory and practice for retail and services
• evaluate and apply consumer behaviour to the choice of stores and services available in the contemporary business environment
• evaluate appropriate frameworks for the strategic planning and implementation of retail and services activities
• understand the nature and range of marketing decisions taken in the management of retail and services marketing mix
• appreciate the adaptations necessary for marketing activities such as the marketing mix, branding and communications for these specific industry areas of retail and services.