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2020/21 Taught Postgraduate Module Catalogue

LUBS5472M International Services Marketing

15 creditsClass Size: 250

Module manager: Ghasem Zaefarian

Taught: 1 May to 31 July View Timetable

Year running 2020/21

Module replaces

LUBS 5470M

This module is not approved as an Elective


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


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

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours30.00
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

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)3 hr 00 mins100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by standard exam.

Reading list

The reading list is available from the Library website

Last updated: 10/08/2020 08:41:51


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