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MAN-20189 - Module Specification
Keele Business School
Faculty of Business, Law, Humanities & Social Sciences

For academic year: 2026/27 Last Updated: 17 March 2026

MAN-20189 - Services Marketing: Design, Delivery and Developments
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 5
Credits: 30
Study Hours: 300
School Office: 01782 733094

Programme/Approved Electives for 2026/27

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2026/27

The ‘Services Marketing: Design, Delivery, and Developments’ module equips you with the essential knowledge and practical skills to deal with today’s increasingly dynamic and service-based economy. By studying this module, you will expand your knowledge of the traditional marketing mix to encompass additional dimensions of people, process, and physical evidence. Using different service industry examples, you will explore how customer expectations, service design, failure recovery, and delivery shape the overall customer experience to apply to your own developing marketing skill set.

Aims
This module aims to expose students to the unique characteristics of services marketing by exploring a wide variety of services marketing activities, processes and settings. The module will seek to develop students’ awareness of the theoretical and practical dimensions and determinants involved in delivering positive customer experience and satisfaction within service-based organisations. Throughout the course of the module, students will apply service marketing theories and concepts to reflect on both their own experiences of different service offerings, as well as assessing the challenges and possibilities for existing organisations in improving their service provisions.

Intended Learning Outcomes

analyse services marketing experiences from a customer's standpoint in a variety of services settings: 1
evaluate the managerial/marketing factors that influence customer satisfaction in a services marketing setting: 2
develop ideas and strategies for improving services marketing experiences for customers: 2

Study hours

Interactive lectures - 24 hours
Tutorials - 24 hours
60 hours lecture/tutorial prep
96 hours assignment prep
96 hours private study which includes additional reading, online activities, working of feedback, thinking time, discussing ideas with other students, etc.

School Rules

None

Description of Module Assessment

1: Reflective Diary weighted 50%
1500-word Individual Reflective diary
Students are to produce a 1500-word individual reflective diary that examines different services organisations that they have recently used/or have used in the past and reflect upon their experience as customers using relevant services marketing theory.

2: Report weighted 50%
Report
Building on the first assessment, students will be required to select one of the organisational experiences they reflected on in Assessment 1 to produce a 1500-word report that further analyses the organisations service experience to develop and evaluate ideas to enhance the service experience for customers going forward. If a student has not completed Assessment 1, then they will need to select an organisation and related service experience to base their 2nd assessment on.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 17 March 2026