Service companies and organisations dominate the contemporary global economy, accounting for more than 70% of GDP in many countries. Rapid growth across sectors such as finance, tourism, hospitality, healthcare, education, professional services, telecommunications, and digital platforms including mobile applications and AI-enabled services, has fundamentally transformed how value is created, delivered, and managed internationally. This expansion of the service economy makes the course particularly relevant for students seeking careers in the international environment.

The course examines how service organisations develop and implement competitive strategies through customer experience design, service quality management, relationship marketing, international branding, and the extended services marketing mix (7Ps), with particular emphasis on the three additional elements: People, Process, and Physical Evidence. The course is delivered through lectures, case-based discussions, group work, and interactive activities that support both conceptual understanding and practical application. It draws on research-led and research-informed content, contemporary short case studies, and real-world managerial examples to ensure relevance to current theory and industry practice. These active and experiential approaches encourage critical thinking, collaboration, and the practical application of theory, while developing the analytical and practical skills needed for careers in international marketing and the effective management of service organisations across diverse contexts.

The service sector now plays a dominant role in the global economy, accounting for around 70% of GDP in advanced economies and continuing to grow rapidly in emerging and developing countries (Brien, 2026; Owusu et al., 2020).

Owusu, S., Szirmai, A., & Foster-McGregor, N. (2021). The rise of the service sector in the global economy (pp. 270-297). Oxford: Oxford University Press.
Brien, P. (2026) Service industries: Economic indicators. House of Commons Library Research Briefing SN02786. Available at: parliament.uk (Accessed: 25 June 2026).

5 x 3 hour lectures

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1. Report; Individual; 1700 words; 100%; ILOs 1-4.

The course aims to:

■ Develop students' deep and critical understanding of the strategic importance of service organisations in the contemporary global economy.

■ Bridge the gap between services marketing theory and real-world professional practice by examining how service organisations compete, create value, and manage customer relationships in international markets.

■ Provide students with a strong conceptual foundation in international services marketing, including the extended marketing mix (7Ps), customer experience design, service quality management, and international branding.

■ Enable students to develop analytical and practical skills to evaluate and address marketing challenges faced by service organisations operating across diverse service and international contexts.

By the end of this course, students will be able to:

1. Critically analyse service delivery and management challenges by examining the distinctive characteristics of services and the role of customer needs, expectations, and perceptions of service quality across different contexts.

2. Critically evaluate service performance using relevant services marketing models, frameworks, and the elements of the extended marketing mix (7Ps), including people, processes, and physical evidence.

3. Integrate and critically apply services marketing concepts and tools, such as service blueprints and servicescape design, to assess and enhance customer experience in real service organisations.

4. Develop and justify strategic recommendations for existing service organisations by synthesising appropriate services marketing frameworks and critically assessing the influence of international market environments.