2022/23 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 2022/23

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 measurement and management at cross cultural level International CRM
Managing International Services Recovery
Services Development and Design
Managing the International Servicecape
Delivering and performing services – role of customer and intermediaries
Delivering and performing services – role of employees
Integrated services marketing communications -international perspective

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

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

There will be series of activities, weekly challenges on Minerva; through all of 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 00 mins	100.00
Total percentage (Assessment Exams)		100.00

The three hour exam comprises essay questions worth 90% and MCQs worth 10% The resit for this module will be 100% by standard exam.

Reading list

The reading list is available from the Library website

Last updated: 03/10/2022

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