2023/24 Taught Postgraduate Module Catalogue

LUBS5471M Global and Digital Services

15 creditsClass Size: 300

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

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

Module replaces

LUBS5472M - International Services Marketing

This module is not approved as an Elective

Module summary

Globally, nearly more than 70% of the world’s GDP comes from services industries. Our service driven economy has pushed every manufacturing firm to integrate service as part of their offering to their customers. The global and digital services module focuses on the knowledge needed to implement service strategies for competitive advantage across global services industries. Key learning is developed through a variety of tasks to explore the application of services marketing theory and concepts in practice to address organisations’ contemporary services marketing problems.

Objectives

The module aims to assess and integrate the key concepts, theories, and frameworks within global and digital services contexts. This will address required strategies and tactics for integration of customer services across firms, enabling the development of strong customer relationships through quality services.

Learning outcomes
On completion of this module students will be able to:
1. Systematically examine the challenges inherent in developing and delivering quality services
2. Critically evaluate and apply the GAP model of service quality to diagnose problems in meeting service expectations and achieving customer satisfaction
3. Critically assess strategies and design operational approaches for addressing the specific challenges faced in services marketing
4. Develop strategies for growing globally and delivering service internationally
5. Evaluate key service marketing concepts to improve overall perception of service quality within the organisation

Syllabus

Indicative Content:
• Services marketing characteristics and implications
• Global measurement and management of service quality
• Loyalty programs and managing relationships
• Digital and technology-based service design and delivery
• Managing the Servicescape
• Managing people, intermediaries, and employees
• Handling complaints and managing services recovery

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Opportunities for Formative Feedback

There will be series of activities, weekly challenges on Minerva; through all these interactions, there will be plenty of opportunities to provide feedback to students. Also, online MCQ revision tests relating to lecture material will provide instant feedback and correct answers with their justification. This will act as formative feedback to students.

Methods of assessment

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	3 hr	100.00
Total percentage (Assessment Exams)		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: 27/03/2023

Disclaimer

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