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Marketing Planning for Services - MAN00058M

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  • Department: The York Management School
  • Credit value: 10 credits
  • Credit level: M
  • Academic year of delivery: 2022-23

Module will run

Occurrence Teaching period
A Spring Term 2022-23

Module aims

This module redefines marketing in terms of longer-term relationships and is concerned with how the various tools of marketing and management can be used for analysing, planning and implementing for successful marketing and service provision sustainably. It aims to develop students’ capacity to learn and engage with:

  • The marketing planning process
  • The need to build up long-term, trusting relationships with customers and various stakeholder groups in an age of increasing media specialisation and increasing criticisms of marketing from a range of stakeholders
  • The role of service marketing strategies in the maintenance of a coherent and consistent image of an organization
  • The opportunities and challenges of implementing marketing and management across national, linguistic and cultural borders.

Module learning outcomes

  • Analyse organisations to identify how operational realities associated with time, cost, and quality, influence their service marketing and management decisions.
  • Apply critically the appropriate tools, methods and frameworks of service marketing management to make suitable recommendations for service improvement in a global context.
  • Critically analyse and evaluate evidence in the assessment of competing approaches in services marketing management.

Other learning outcomes

  • Demonstrate ability to work both independently and in teams, set goals, and complete tasks within deadlines.
  • Produce logical and structured arguments supported by relevant evidence.

Indicative assessment

Task % of module mark
Essay/coursework 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

  • Each student will receive a feedback sheet with detailed comments on his/her assessment, explaining how the student performed in relation to each of the criteria used for assessment
  • At the end of term a self-evaluation of the course to be approved by the Board of Examiners and uploaded on to the VLE
  • Turnaround time maximum of 6 weeks

Indicative reading

McDonald, M., Frow, P. and Payne, A. Marketing Plans for Services: A complete guide, Wiley.


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.