SERVICES MARKETING - 2026/7

Module Overview

Services industries are a driving force of value creation, and nowadays nearly every product incorporates a service component; as such, service businesses are increasingly dominant forces in the global economy. Services are intangible, produced and consumed simultaneously, cannot be stored, and are difficult to standardise, creating distinctive managerial and marketing challenges. This module focuses on services marketing and is designed to provide students with a comprehensive understanding of the challenges service organisations face due to service characteristics, consumer behaviour, and a dynamic and increasingly complex global environment. It introduces the core principles of services marketing and consumer behaviour within the context of service characteristics, while integrating examples from the different fields of study represented on the programme, such as events, tourism and hospitality. Students will apply relevant theories and models to analyse and interpret real-world examples from their respective sectors, learning how to use established frameworks from the academic literature to critically evaluate marketing practices and to develop practical, evidence-based recommendations that can be applied in professional contexts beyond the module. In doing so, students engage with a broad range of marketing topics, enabling them to appreciate both the complexity of services marketing and the strategic tools available to manage and enhance the service experience.

Module provider

Surrey Hospitality & Tourism Management

Module Leader

KARL Marion (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 4

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content may include:

• Challenges arising from service characteristics (intangibility, inseparability, perishability, heterogeneity) and their managerial implications
• Consumer decision-making processes in service contexts, including risk perception, expectations, and experience evaluation
• Segmentation, targeting and positioning strategies in service industries
• Brand management in services, including brand experience and brand equity
• Marketing communication strategies, including integrated marketing communications in service settings
• Relationship marketing, customer engagement and customer retention strategies
• Marketing ethics and responsible marketing practices in service industries
• Service quality management, customer satisfaction, and service recovery
• Pricing strategies for services, including yield management and value-based pricing
• eMarketing and digital service environments, including online customer journeys and digital touchpoints

Assessment pattern

Alternative Assessment

Individual Report, maximum 2,000 words

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to gradually build up their knowledge and understanding of services marking; demonstrate their breadth and depth of understanding, both of the theory and application to their fields of study; and to evidence their achievement of the learning outcomes.

Summative Assessment

1. Multiple-Choice Test 
The multiple-choice test assesses subject knowledge of services marketing and consumer behaviour theories, concepts and terminology. This assessment ensures that students develop a secure theoretical foundation, which is essential for higher-level application, analysis, and evaluation in subsequent tasks. 

2. Group Project 

The group project requires students to conduct a structured evaluation of the marketing strategy of an organisation within their fields of study. Students are required to apply relevant services marketing theories and frameworks to critically analyse the marketing strategy of a selected organisation, develop evidence-based recommendations for its improvement and present their results in an oral presentation.

Formative assessment and feedback

Formative assessment is embedded throughout the module to support continuous development and preparation for summative tasks.

• In the first seminar, assessment requirements and marking criteria are clearly explained.
• Seminar activities are structured around topic-specific group exercises that mirror assessment expectations to provide scaffolded preparation for the group project.
• Students receive ongoing verbal feedback during in-class discussions and activities.
• Peer evaluation is incorporated to promote reflection and collaborative learning.
• Students receive cohort-level and individual feedback highlighting strengths, common challenges, and key areas for improvement.

Module aims

• Appreciate services characteristics and understand the unique challenges involved in marketing and managing services.
• Provide students with knowledge of the meaning and application of marketing in the events, tourism or hospitality context.
• Understand consumer behaviour and the determinants of service quality and the process of service quality measurement.
• Use frameworks/tools to analyze services and consumer behaviour as a prerequisite to develop competitive marketing strategies.
• Manage the process of the extended marketing mix in service industries.
• To provide students with an understanding of how to transfer and apply general services marketing and consumer behaviour models, theories and concepts to their field of study (i.e., tourism, hospitality or events).
• To provide a solid foundation for further services related marketing studies.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to develop students¿ critical understanding of services marketing and their ability to evaluate and apply theory within their field of study. The module integrates conceptual foundations with applied industry analysis to support achievement of the learning outcomes.

Lectures introduce and explain key services marketing and consumer behaviour theories, models and frameworks to provide the conceptual foundation required to understand service marketing in practice.

Seminars are interactive and application-focused. They include structured group exercises, student-led discussions, and analysis of real-world case studies from the different fields of study. These activities develop analytical skills, encourage critical evaluation, and support the application of theory to practice.

Guest lectures from industry practitioners provide insight into contemporary challenges and managerial decision-making in service industries. These sessions enable students to connect theoretical frameworks with current professional practice and sector-specific realities.

Students are expected to engage in structured independent learning to consolidate and extend their understanding. This includes:

• Preparatory reading of core and supplementary materials provided via SurreyLearn.
• Application of theories and frameworks to case studies and seminar tasks.
• Guided further reading to deepen sector-specific knowledge the different fields of study.

SurreyLearn supports student learning through access to lecture materials, readings, multimedia resources, and activities that reinforce theoretical understanding and applied skills.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN1130

Other information

This module adopts the University curriculum framework, which aims to develop learners with strong capabilities in Digital Capabilities, Employability, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module contributes to the development of the following capabilities: 

Digital Capabilities:
This module develops students¿ ability to critically engage with digital marketing tools and technologies used in contemporary service contexts. Students analyse digital customer journeys, online service environments, platform-based competition, and data-driven marketing practices. Assessments require the use of digital research tools, collaborative platforms, and professional presentation formats.

Employability:
Students apply services marketing theories and analytical tools to evaluate real organisations from their field of studies. By conducting competitive analysis and developing evidence-based recommendations, students strengthen their strategic thinking, commercial awareness, and ability to translate theory into managerial practice.

Global and Cultural Capabilities:
The module explores how service expectations, customer experiences, and value perceptions differ across cultural and international contexts. Students examine global service brands and consider how cultural factors shape service design, communication, and customer engagement strategies.

Sustainability:
Students critically evaluate how services marketing can contribute to responsible consumption, ethical branding, and long-term value creation. The module addresses issues such as sustainable service design, stakeholder communication, and balancing commercial objectives with environmental and social responsibility.

Resourcefulness and Resilience:
Through applied case analysis, group work, and presentations, students develop problem-solving skills and confidence in handling ambiguity. Formative feedback and collaborative learning support students in refining their analytical approach, managing academic challenges, and building self-efficacy in professional communication.

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.