Services Marketing
Module leader: Dr. Mei-Na Liao
Aims:
To provide students with a comprehensive understanding of the key issues in
marketing of services; to demonstrate practical applications of the services
principles across a broad range of industries and the growing importance of
relationship marketing within services
Outline Syllabus:
Introduction to services marketing and the important differences with product
marketing.
Key principles of relationship marketing and how to make relationship marketing
work within services.
The role of customers and building customer relationships in service businesses.
Strategic issues in services marketing
How demand affects marketing of services.
Marketing mix and relationship marketing implications - service product, distribution,
people, communications, service quality.
Learning Outcomes:
- Evaluate the key marketing and customer relationship issues relating to service industries
- Develop a systematic understanding of the application of learned knowledge to organisations within the services sector
- Application of skills in presentation and case analysis, including strategic option determination and selection