Services Marketing

The details
Essex Business School
Southend Campus
Undergraduate: Level 6
Thursday 03 October 2024
Friday 13 December 2024
25 June 2024


Requisites for this module



Key module for

BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year),
BSC N505 Marketing (Including Foundation Year),
BSC N505CO Marketing (Including Foundation Year)

Module description

This module is designed to introduce students to the recent developments in marketing theory and practice. The module will cover key subject areas in services marketing.

The module is structured around several important themes of services marketing including: new perspectives on marketing in the service economy, consumer behaviour in services, applying the 4Ps of marketing (product, price, place and promotion) to services, service development and design, management of service quality, customer relationship management in services, and implementing profitable service strategies.

Module aims

The aim of this module is:

  • To provide students with a critical understanding about the differences of marketing intangible services and tangible products and managing distribution channels in service and product firms.

Module learning outcomes

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

  1. Develop critical understanding of the notion of services marketing, differentiated from product centric marketing.

  2. Develop a critical understanding the service process, the role of the customer and the employee in creating service relationships with regards to service encounter, experience, satisfaction and quality.

  3. Understand in-depth the concepts, issues and trends pertaining to service innovation, marketing communications, pricing, and the concepts and actors related to the channel management or distribution of intangible services and tangible products.

  4. Develop critical awareness of the financial and economic effects of services.

Module information

No additional information available.

Learning and teaching methods

This module will be delivered via:

  • One 1-hour lecture per week.
  • One 1-hour seminar per week.

The learning and teaching methods for the module will use a combination of:

- Lectures from the departmental staff
- Seminars
- Discussion of case studies and journal articles
- Class exercises: individual and group work
- Signposting to additional resources

The lectures will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts.

Class exercises will be built into the lectures to develop critical analytical and problem solving skills. 


The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Essay    100% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Young-Ah Kim, email:
Dr Young-Ah Kim



External examiner

Dr Farhana Sajjad
University of Surrey
Senior Lecturer
Available via Moodle
Of 28 hours, 26 (92.9%) hours available to students:
2 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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