Core Module Information
Module title: Digital Services Marketing

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08108
Module leader: Simone Kurtzke
School The Business School
Subject area group: Marketing


Description of module content:

In this module, you will learn what services are and how to identify important trends in services. You'll also be introduced to the expanded marketing mix for services and the philosophy of customer focus, as well as the importance of creating a service culture by providing excellent service to both internal and external customers. You'll learn about customer expectations of service, service standards, and the role of physical evidence and service design in this. In addition, you'll be introduced to recent advances particularly analysing the role of technology in enhancing customer engagement and experience. Finally, you'll learn about marketing communication in the context of services, and the nature of customer complaints and strategies for effective service recovery from such complaints.

Learning Outcomes for module:

LO1 - Evaluate the characteristics of services and importance of consumer behaviour in services
LO2 - Analyse employees’ and customers’ roles in service delivery
LO3 - Understand the role of service innovations and technology in enhancing customer engagement and experience
LO4 - Comprehend the concept of service recovery and evaluate its related challenges
LO5 - Understand and apply services marketing communications strategy

Full Details of Teaching and Assessment
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Simone Kurtzke
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The learning and teaching approach has been designed to facilitate your engagement with the fundamentals of services marketing in the context of a customer-first experience economy, increasingly facilitated by technology.
The module follows a weekly lecturing approach, where the lectures and tutorials are delivered by the module team on a weekly basis.
To achieve all Learning Outcomes you are required to actively participate and engage with the module and its contents on a weekly basis. You are required to undertake independent reading when directed to do so, to attempt class exercises and think about your own experiences of being a customer of a service business. You should also be willing to share your ideas with others. Attendance, participation, and independent reading is essential if a high standard of work is to be achieved.

Learning and teaching aligned to relevant LOs:
LO1-5 Teaching inputs are delivered using a balanced multimedia model to ensure that content is delivered in a valid, effective, efficient and challenging manner to foster engagement and activity in your own learning.
Embedding of employability/PDP/scholarship skills.
LO1-5 Integrating services marketing theory and practice, by applying services marketing theory specifically and directly, to an identified real business (e.g., restaurant, hotel, museum) and generating justified recommended strategies and reports for improvement, you will develop academic and professional skills jointly.
LO1-5 Assessment is designed to be scaffolded through the learning process with opportunities for peer and module leader feedback at key points. Soft skills including communication and collaboration skills are embedded through group exercises, presentations, and class discussions. Learning activities integrate subject knowledge, digital business skills and soft skills and by building these in a complementary way, you will be able to gain both strategic and applied knowledge in services marketing and what this means in a digital environment.
LO1-5 Team members are actively and continuously involved in both scholarly and professional development activities in relation to the interplay between marketing subject content and pedagogy, with one informing the other, which is evident throughout the whole module.
Supporting equality and diversity
LO1-5 All materials are available via Moodle, with links to online resources available to you, to take account of different learning needs and styles
LO1-5 Lectures, tutorials, discussions, seminars, individual and group, case studies, practical exercises and web-based resources present the problems, opportunities and challenges of internationalisation and globalisation. These are developed on an integrated basis throughout the module with examples being used and contextualised as appropriate.

Formative Assessment:
Every tutorial over the teaching schedule has a workshop or exercise aimed at providing the opportunity for you to receive formative feedback from peers and the tutor.

Formative feedback will be available to you throughout the tutorials to support your learning and help you achieve the five learning outcomes. Your participation in class exercises will enable the module team to evaluate your understanding and application of concepts and ideas and provide feedback in real time. You are also encouraged to start work on your assessment early, and to share your ideas with the module team during class time. In tutorial 5, you will be given an opportunity to exercise your presentation skills for immediate peer and tutor feedback. In tutorial 10, you will be given an opportunity to receive feedback on the structure and content outline of your report. However, you must be proactive in this regard.

Summative Assessment:
The summative assessment consists of two pieces of coursework, together worth 100% of the grade, comprising of:
1) A group presentation (15 min duration; 40% weighting), delivered from slides (e.g., PowerPoint).
Groups of students will choose one of these different sites or categories of services: Restaurant, hotel, museum, retail store, shopping mall to visit, then analyse, evaluate and present in 15 minutes the following about the chosen visited site: a- Physical evidence of this site b- Consumer behaviour in this site c- Servicescape d- Employees Role.
Working in a group allows you to discuss your ideas with your peers, developing your thoughts and approaches in consultation with each other whilst learning how to negotiate, and manage your time. Group work and working with peers is essential in business, as is presenting your ideas to an audience face-to-face.

2) An individual report (2,000 words, 60% weighting), using the same site of the group presentation.
You will individually report on the following in a written assignment of 2,000 words: a- Brief introduction about the site and the reason of choosing it b- Evaluate the visit to this site in terms of : - Servicescape - Service innovation and design - Roles of employees and customers - Use of technology to enhance customer engagement and experience c- Evaluate the marketing efforts done by this site in terms of: - Service Marketing
communications - Customer complaint management d- Develop a set of recommendations (minimum 2 recommendations) drawing on the evaluation made in the report.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 12
Independent Learning Groupwork (Independent Study) 82
Independent Learning Guided independent study 94
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2 8 HOURS= 00.15, WORDS= 0
Report 60 1-5 13 HOURS= 00.00, WORDS= 2000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
MKT08108 Digital Services Marketing