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Services Marketing


  • Credit value: 15 credits at Level 5
  • ConvenorNick Pronger
  • Tutor: Jennie White
  • Assessment: coursework (25%) and an examination (75%)

Module description

The main aims of the module are to analyse current issues and to provide an appreciation and understanding of the functions and challenges inherent in the marketing of retail and services organisations. You will be provided with the tools to critically evaluate the theoretical aspects of retail and services marketing. You will also be expected to reflect on how theory translates into practice, and will be encouraged to select appropriate retail and services marketing frameworks to analyse specific organisations and sectors. The module stresses the distinctiveness of services marketing from the more tangible retail goods marketing sector. It endeavours to provide a challenging and supportive learning environment by enhancing your key skills and subject knowledge appropriate to pursue a career in marketing.

Indicative module 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

Learning objectives

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.