Services Marketing: Sustainable Customer Experience Management

BMAN70252 Services Marketing: Sustainable Customer Experience Management 15 Semester 2 Postgraduate Taught Level 7 Andrew Burton Unit coordinator Ilma Chowdhury Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 7.5 This elective provides detailed coverage of marketing theory, processes and outcomes pertaining to sustainable co-creation of service(s). Key topics in this course include evolution of the services sector and theories pertaining to contemporary services marketing, specifically: service management, managing people (employees) responsibly, service quality and equitable service recovery, customer behaviour issues in services, service design for well-being and inclusivity, management of long-term relationships and customer experience, conscientious use of technology in services delivery (AI and service robots), and socially responsible services marketing designed to improve sustainability of services.To achieve learning outcomes, students are encouraged to engage in the critical evaluation of theoretical literature and key texts, and secondary data available from service organizations.  In terms of employability, students intending to collaborate with service organisations, work in the service sector (e.g., information technology, advertising and marketing research, hospitality and retailing, management consultancy, charity and public services) or for an organisation with a strong commitment to service management or customer service, will find this course relevant.    This elective provides detailed coverage of marketing theory, processes and outcomes pertaining to sustainable co-creation of service(s). Key topics in this course include evolution of the services sector and theories pertaining to contemporary services marketing, specifically: service management, managing people (employees) responsibly, service quality and equitable service recovery, customer behaviour issues in services, service design for well-being and inclusivity, management of long-term relationships and customer experience, conscientious use of technology in services delivery (AI and service robots), and socially responsible services marketing designed to improve sustainability of services.To achieve learning outcomes, students are encouraged to engage in the critical evaluation of theoretical literature and key texts, and secondary data available from service organizations.  In terms of employability, students intending to collaborate with service organisations, work in the service sector (e.g., information technology, advertising and marketing research, hospitality and retailing, management consultancy, charity and public services) or for an organisation with a strong commitment to service management or customer service, will find this course relevant.  To provide an appreciation of the challenges inherent in managing and co-creating services, the fastest growing sector in most economies amidst the grand challenges facing organizations and individuals.To provide an understanding of some of the state-of-the-art service tools (key theory and processes) that help address these problems; key aspects of management and strategy in the services sector to include: value co-creation, managing people responsibly, service quality and equitable recovery, inclusive service design, management of customer relationships, customer experience management, socially responsible services and digital interactions in service design and delivery.  To sensitise students to a customer-oriented, sustainable, service logic thinking, delivering customer experience solutions (outcomes).   <ul><li>Explain how the characteristics of services differ from tangible goods, and how these impact on the design and execution of sustainable marketing strategies for services. </li><li>Define and illustrate the main components of service(s) marketing and management theory/frameworks </li></ul> <ul><li>Analyse services marketing problems and develop responsible processes and ultimately sustainable solutions for contemporary market contexts</li><li>Critically apply service marketing and management tools to improve employee and customer engagement and customer experience, sustainably, in order to deliver customised customer experience solutions (outcomes) in specific contexts.</li></ul> <ul><li>Integrate sustainable customer and employee engagement techniques during problem-solving, showcasing evidence-based solutions.</li><li>Develop critical self-reflection skills to inform implementation of sustainable service marketing practices</li></ul> <ul><li>Communicate services marketing insights effectively, both verbally or in writing. </li><li>Evaluate the effectiveness of your teamwork and your personal role in identifying and implementing services marketing strategies and techniques.</li></ul> Group/team working Develop a student’s ability to work collaboratively by applying service marketing theory/ frameworks to real-world service challenges. Innovation/creativity Demonstrate creativity, adaptability and willingness to learn Leadership Develop leadership and interpersonal skills through collaboration in diverse student teams Project management Support development of self-management skills, especially in working under pressure, time management, project planning and management Problem solving Develop problem-solving skills, through relevant understanding of the application of services marketing and management theories/frameworks Written communication Advance skills in communication and report writing skills and attention to detail Other Use Generative AI and evaluate Generative AI responses, drawing upon services marketing and management theory/frameworks. This elective provides detailed coverage of marketing theory, processes and outcomes pertaining to sustainable co-creation of service(s). Key topics in this course include evolution of the services sector and theories pertaining to contemporary services marketing, specifically: service management, managing people (employees) responsibly, service quality and equitable service recovery, customer behaviour issues in services, service design for well-being and inclusivity, management of long-term relationships and customer experience, conscientious use of technology in services delivery (AI and service robots), and socially responsible services marketing designed to improve sustainability of services.  Lectures.  These consist of a mix of traditional lecture style teaching; exercise and case discussion.Online Discussion Board 0 Other 100% Group Coursework (Presentation with optional peer assessment) 50% Individual Coursework (Report/reflections and recommendations) 50% Summative feedback will be provided in the form of a mark and comments. BMAN70252 Programme Req: BMAN70252 is only available as an elective to students on MSc Marketing and MSc Digital MarketingProgramme Requirements: BMAN70252 is available as an elective to students on MSc Marketing or MSc Digital Marketing who have completed the core semester 1 courses for these programmes.  Students on other PGT courses can join the course ONLY with written permission from ALL THREE of the following: (1) Their own programme director, (2) The programme director of either the MSc Marketing or the MSc Digital Marketing (3) One of the Course Directors of BMAN70252. In order to gain this permission, you will need to present a CV or evidence demonstrating significant experience of Marketing either in a work context or via previous study of relevant marketing courses. N Core Textbook:   Wirtz, J. and Lovelock, C. (2022) Services marketing: People, Technology, Strategy, 9th edition, NJ, USA: World Scientific Publishing  Reading List available through the university library:  https://www.readinglists.manchester.ac.uk/leganto/public/44MAN_INST/lists/345511900850001631?auth=CAS  Lectures 30 0 120