Core Module Information
Module title: Global Service Management

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: TSM09126
Module leader: Ellis Urquhart
School The Business School
Subject area group: Tourism and Languages


Description of module content:

This module aims to provide you with the knowledge and skills necessary for service management. Throughout it will emphasise the characteristics of service and the implications for managing in this sector. Where appropriate concepts and techniques will be drawn from HRM, Marketing and Operations Management and their value emphasised. The concept of service will embrace both manufacturing and service organisations, public and private, large and small. You will learn that service management offers up unique challenges not least of which is the management of people (employees and customers) in the provision of service quality and the evaluation of service performance.

Description of module content:
The nature and characteristics of service; organisation for service; service design and operations; service setting; service quality; service encounter; managing people; demand and capacity management; customer relationship management; service communications; performance management; monitoring and evaluating services.

Learning Outcomes for module:

LO1 Critically reflect upon the nature and challenges of service management.
LO2: Analyse the role of, and relationships between, HRM, Operations and Marketing in the provision of service.
LO3: Apply the concept of service across a range of situations/contexts.
LO4: Apply a range of tools and techniques necessary for delivering and evaluating service performance.
LO5: Demonstrate knowledge and understanding of contributions from classical and contemporary thinking in services.

Full Details of Teaching and Assessment
2022/3, Trimester 1, 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: Ellis Urquhart
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The LTA approach will comprise formal lectures and participative workshops / seminars / tutorials. Additionally, guest speakers will be invited to give presentations. The lectures provide a comprehensive overview to the key concepts and theoretical foundations of service management in an international context. Tutorial activities apply these concepts to a range of industry case studies. Class debates, small group activities, presentations and interactive online activity allow you to explore the key concepts in practice and consider the challenges, issues and operational solutions.

The module is supported with the Moodle virtual learning environment. A range of case studies, online videos and examples provide the foundation for interactive tutorial debate led. The teaching team are research-active within the fields of service management and marketing and this flows through to the lecture/tutorial content to provide cutting-edge research to supplement existing theory.

This module is largely taught through a range of international case studies mainly from
Europe, Asia and the USA. Most businesses studied are also multi-national in nature. In
addition, both staff and students will draw on international examples from their own

Formative Assessment:
The provision of formative feedback is a key component of the LTA approach underpinning this module. Formative feedback opportunities are built into each tutorial where you will be encouraged to engage with and reflect upon module themes via a series of different learning tasks. These provide opportunities for the module tutor to help with your understanding and interpretation of module topics. This formative feedback is delivered in class time in response to student contributions both individually and collectively. Formative feedback arises via the discussion and analysis of tutorial questions, practical examples/cases and associated reflection on a range of learning tasks.

Summative Assessment:
Assessment 1. A 2'500 word report which encourages students to critically appraise the
key service management challenges within a specific service organisation in the tourism, hospitality or events sector.

Assessment 2. A 2-hour centrally-timetabled examination exploring the key tools and
techniques used by service managers to analyse practical service problems. This essay-based examination allows you to select 2 questions from a range of 6 and apply both classical and contemporary theory from service management scholarship.

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 Guided independent study 176
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 1-3 6 HOURS= 0, WORDS= 2500
Centrally Time Tabled Examination 50 4-5 14/15 HOURS= 02.00, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Global Service Management: Reading List