Services Marketing

The details
Essex Business School
Southend Campus
Undergraduate: Level 6
Thursday 08 October 2020
Friday 18 December 2020
05 February 2020


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 to services, service development and design, management of service quality, customer relationship management in services, and implementing profitable service strategies.

Module aims

This module intends 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

On successful completion of the module, students should 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

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 lectures will follow a weekly format of 2 hours per week for 9 weeks across the autumn term. Each lecture session will comprise of 1 hour of lecture time and 1 hour of seminar time.


  • Jochen Wirtz; Christopher Lovelock. (2016) Services marketing : people, technology, strategy, New Jersey: World Scientific.

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 Weighting
Coursework   Individual Essay    100% 

Overall assessment

Coursework Exam
100% 0%


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



External examiner

Dr Pantea Foroudi
Middlesex University London
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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