Module code: MAR7009-A
To provide you with a comprehensive understanding of the key issues in marketing of services.
To enhance your knowledge of services marketing concepts and theories.
To enhance your knowledge of the development of research in services marketing
To enable you to apply the services principles across a broad range of industries
To enhance your critical awareness of the growing importance of relationship marketing within services
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 frontline staff.
The role of customers and building customer relationships in service businesses. Strategic issues in services marketing.
Demand and capacity management.
Services marketing mix - service product, pricing of services, distribution, people, communications, service quality.