Module manager: Ghasem Zaefarian
Email: G.Zaefarian@leeds.ac.uk
Taught: 1 Jul to 31 Aug View Timetable
Year running 2025/26
GPA of 2.5 (US) or equivalent and enrolled at a university
This module is not approved as a discovery module
In today’s global economy, most of what we purchase and use are services rather than physical products, and the service sector now accounts for a significant proportion of Gross Domestic Product (GDP) in many countries. Digital technology also plays a major role in how these services are created and delivered. This module explores how organisations develop, manage, and improve services for customers around the world. You will look at how businesses use digital tools, data, and new technologies to make their services faster, easier to use, and more enjoyable. Using real examples from different countries, we will discuss how culture, customer expectations, and technology shape service experiences, and consider what service providers can do to enhance service quality and customer engagement across international markets. Through interactive seminars and case studies, you will learn marketing frameworks such as the ‘gaps’ model, which helps organisations understand and improve customer satisfaction and loyalty. You will also explore how cultural differences and emerging technologies shape service experiences globally. The module will equip you with practical skills in service analysis, strategic thinking, and cross-cultural collaboration that are essential for careers in global and digital service industries.
This module explores how organisations design, manage, and innovate services in an interconnected, technology-driven world. Students will learn how global service firms leverage digital tools, AI, and data analytics to enhance service quality, customer engagement, and competitive advantage. Emphasis will be placed on understanding cultural differences, digital platforms, and emerging technologies in shaping service experiences and strategies across international markets.
On successful completion of the module students will be able to:
Understand the key characteristics of services and explain how they differ from products.
Apply the ‘gaps’ model to diagnose and address service quality shortfalls in both online and offline contexts.
Explore strategies and digital tools (including AI and automation) to improve service quality, satisfaction, and loyalty.
Suggest strategies for expanding service into international markets.
Use services marketing concepts to make practical recommendations for improving real-world service experience.
On successful completion of the module students will be able to:
6. Locate, evaluate, and synthesise relevant academic literature and industry reports on global and digital services marketing. (academic skills)
7. Present service marketing analyses and recommendations clearly and persuasively in both oral and written formats, tailored to diverse audiences. (academic skills)
8. Identify a service quality issue and apply appropriate marketing models and frameworks (e.g., gaps model, service quality models) to analyse real-world service challenges (work ready skills)
9. Generate and evaluate innovative service strategies that leverage digital tools and address cross-cultural considerations (work ready skills, digital skills).
10. Collaborate effectively in multicultural and interdisciplinary teams to develop solutions to service marketing problems. (work ready skills)
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Fieldwork | 1 | 8 | 8 |
| Fieldwork | 1 | 10 | 10 |
| Seminar | 8 | 3 | 24 |
| Independent online learning hours | 15 | ||
| Private study hours | 43 | ||
| Total Contact hours | 42 | ||
| Total hours (100hr per 10 credits) | 100 | ||
There will be an assignment clinic wherein students will be given the opportunity to ask any question they may have regarding both assignments, but also, a general format will be discussed with them. At the end of each day, students progress will be monitored by quick Q&A to ensure they are on the right track and if they have any issue, they will have the chance to raise it. Students will receive feedback on their group presentation before they deliver it at the end of Week 1. In addition, students may email the module leader with an outline of their individual assignment if they would like early guidance.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Oral Presentation | Group assessed (15 Minute) | 30 |
| Written Work | Individual (1500 words) | 70 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Check the module area in Minerva for your reading list
Last updated: 18/02/2026
Errors, omissions, failed links etc should be notified to the Catalogue Team