Services Marketing
Description
This module provides the learner with a framework for understanding the nature of services marketing. It adopts a systematic manner of addressing the distinctive challenges involved in marketing services. The module illustrates and examines the service process and the key strategic decision areas for developing effective customer-driven marketing strategies.
Learning Outcomes
Discuss and examine the distinctive nature of services and the important role of the service sector to the economy.
Analyse the strategic options available to a service business in developing, distributing, pricing and promoting services.
Appraise service process design and the specific considerations in service quality, service environment, productive capacity, and people management.
Apply specific models in services marketing theory to well defined scenarios and cases.
Work independently and as part of a team to communicate ideas effectively through a variety of media.