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2015/16 Taught Postgraduate Module Catalogue

LUBS5472M International Services Marketing

15 creditsClass Size: 250

Module manager: Ghasem Zaefarian
Email: g.zaefarian@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2015/16

Module replaces

LUBS 5470M

This module is not approved as an Elective

Objectives

The module aims to assess and integrate the key concepts, theories, and frameworks within international services contexts. This will address required strategies and tactics for the development of strong customer relationships through quality services.
The module focuses on knowledge needed to implement service strategies for competitive advantage across international services industries. Key learning is developed through individual essay to explore the application of services marketing theory and concepts in practice to address organisations’ contemporary services marketing problems.

Learning outcomes
On completion of this module students will be able to assess and evaluate:
- the challenges inherent in managing services and developing and delivering quality services
- issues impacting on the design and delivery of service satisfaction
- the 'gaps' model to diagnose problems in meeting service expectations
- detail strategies, tools and approaches for addressing the specific challenges faced in services marketing
- the value of these strategies by applying them in a business context
- an organisational opportunity to apply services marketing concepts and theories to resolve a business problem
- service strategies to improve overall perception of service quality within the organisation

Skills outcomes
On completion of this module students will be able to:
Subject specific skills
- Construct services strategies and plans from an international perspective to address a set business problem brief
- Formulate a distinctive approach to concepts and strategies for success in the design, development, implementation and evaluation of services

Transferable Skills
- Practice relevant workplace skills (for example communication skills (listening and questioning), teamwork, co-operation, meeting deadlines, and respect for diversity of opinions) through the use of co-operative learning exercises


Syllabus

Indicative Content:
International Services Marketing - characteristics and implications
Understanding the international consumer context
Service quality management at cross cultural level
International CRM
Managing International Services Recovery
Services Development and Design
Managing the International Servicecape
Delivering and performing services
Pricing of Services
Integrated services marketing communications - international perspective

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lecture102.0020.00
Seminar101.0010.00
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

Students are to spend minimum 40 hours of private study to read the relevant text-book chapters and recommended extra reading, i.e., journal articles. This also will include online research of good practice related to services marketing globally.
Additionally students are expected to spend around 20 hours working in groups re. the assessed group assignment, researching the topic(s), planning the task, organising the task and producing the report.

Opportunities for Formative Feedback

Student progress will be monitored continuously by monitoring progress on seminar discussion of the cases and exercises on a weekly basis.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
In-course MCQMid-term MCQ test33.00
Assignment2,000 words67.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 20/03/2015

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