Services Value for Digital Managers

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the nature, characteristics, and measurement of service within the domain of (digital) marketing.
• the nature, characteristics, measurement of value and within the domain of (digital) marketing;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• analyse and create theoretical and empirical evidence of a qualitative or quantitative nature;
• communicate orally and/or in writing ideas, knowledge, and arguments with brevity and clarity.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• learn techniques to measure value and service, so that these concepts can be effectively managed.
• demonstrate a critical appreciation of value and service problems, and how theoretical and empirical understanding of these problems can be used to enhance the practice of (digital) marketing;

Topics Include:

Introduction to Module, Assessments, Concepts of Value; Pricing for Value, Communicating Value; Value-Based Strategy: Driving Value and Growth; Services, Service Encounters, and the Servicescape; The Extended Services Marketing Mix and Value; Customer Expectations and Perceptions, Service Quality and SERVQUAL; Electronic Service Quality, E-SERVQUAL, WEBQUAL, Designing and Using Multi-Item Scales; Measuring (Electronic) Service Quality Part 1: Introduction to (Services) Statistics; Measuring (Electronic) Service Quality Part 2: Factor Analysis and Reliability; Co-Creation of Digital Value: Using Customers in Services; Managing for Value, Leading for Value.

The teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through lectures and seminars which will include individual and group practical exercises, labs and workshops, and case studies. Outside of scheduled class times, students will be expected to organise self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of the report. Students will be expected to play a highly interactive part in lectures and seminars.

Learning activities:

• Lectures and small-group seminars
• Case studies/problem solving activities
• In-class debate and discussion
• Private study (reading of suggested texts, journal articles, critical discussion with peers)

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

• Assessment Type: Formative
• Feedback: Formative feedback will be provided in lectures, seminars, office hours, and via email when questions are asked of the module leader.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.