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Marketing Planning for Services - MAN00142M

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 2 2023-24

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

Academic and graduate skills

  • Analyse organisations to identify how operational realities associated with time, cost, and quality, influence their marketing and management decisions.

  • Apply critically the appropriate tools, methods and frameworks of marketing management to make suitable recommendations for sustainable improvement in a global context.

  • Critically analyse and evaluate evidence in the assessment of competing approaches in marketing.

Skills - related 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.

Module content

Subject content

  • Understand and apply the service operations processes and marketing planning processes in various contexts, including: business to consumer, business-to-business and industrial marketing, government and not-for-profit sectors. Examples will be given from service industries (financial, legal and medical services), retail, supply chain and logistics, and public services.Critically appraise the developments in marketing thought from a goods-dominant to a service-dominant logic.

  • Evaluate and apply the concepts and strategies of services and relationship marketing, including their economics, plans for partnership marketing and the role of direct marketing techniques in building successful marketing relationships.

  • Create solutions to complex business and marketing problems in a global services environment.

Indicative assessment

Task % of module mark
Essay/coursework 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (latest European edition), Services Marketing: Integrating Customer Service Across the Firm. McGraw Hill.

Wirtz, J. and Lovelock, C. (latest edition), Services Marketing: People, Technology, Strategy. World Scientific Publishing Company.


McDonald, M., Frow, P. and Payne, A. (latest edition) 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.