Course Description

Course Name

Services Marketing

Session: VDNS3121

Hours & Credits

18 Credit Points

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Services marketing and service management between firms and their customers. This paper is vital to any understanding of contemporary marketing, including relationship marketing and the co-creation of value.
Consider this: 70% of business activity today relates to service. How does this change our marketing world view? This year we will study the service logic appropriate for a variety of modern business settings, with emphasis on distinctive features of service management and marketing not covered in other marketing papers. Aspects of relationship marketing and the new service-dominant logic of marketing will also be covered.

Learning Outcomes
The purpose of the course is to provide you with an overview of key strategic concepts and distinctive management issues in modern service(s) management and marketing. This topic area is changing fast due to new ideas and new digital technologies. Course material is broadly based on the recommended text, but we will also use case material from our own research and selected readings from key international scholars. Upon completion of this paper you should be able to:
-Differentiate between product and service characteristics and know how these differentiators can be used to establish competitive advantage for a firm
-Understand why the application of the marketing mix in a service environment has to be built up from interaction episodes between customers and their suppliers
-Develop an understanding of the interactive links between the service providers (people), the procedures (processes) and the physical evidence of the service offering
-Develop skills in service delivery design and problem diagnosis
-Understand the importance of customer retention, service recovery, relationship development and the role of internal marketing
-Consider the impact that modern technology has (Internet, social media) on service(s) marketing innovation
-Consider what new ways of relationship marketing thinking are needed in service dominant (post)modern economies

There is no compulsory text. Instead, you have a choice of recommended texts:
The Asia-Pacific version Hoffman, Bateson, Elliot and Birch (2010), Services Marketing: Concepts, Strategies and Cases, Cengage Learning
Hoffman, K.D. and Bateson, J.E.G., Services Marketing: Concepts, Strategies, and Cases, 4th or 3rd Editions, Cengage/Thomson Publishers. This is an International edition
The European edition (2009) with the same title but with authors Hoffman, Bateson, Wood and Kenyon

*Course content subject to change