Marketing of Services

Abstract

The global significance of the services sector has forced many organisations to re-think their business model. This subject examines the nature of services marketing in detail. Building on knowledge from MKT110, this subject explores how service organisations compete. Drawing on the services literature and industry best practice, this subject critically examines the distinct characteristics of services and how these characteristics shape marketing strategies that can deliver organisational outcomes. Central constructs such as customer satisfaction, service quality, and value are considered along with the role of technology and ethics in determining appropriate marketing strategies.

Syllabus

Distinctive aspects of service marketingCustomers and servicesCustomer satisfactionForging customer relationshipsService positioning and target marketsService product strategiesService deliveryCosts and pricingCapacity and demandCommunication and promotionInternational servicesHandling customer complaints and service recoveryEthics, social issues and technologyCreating, delivering service valueMeasuring service value and performanceOrganisational preconditions of service valueRetaining competitive advantage in a service context

Distinctive aspects of service marketing
Customers and services
Customer satisfaction
Forging customer relationships
Service positioning and target markets
Service product strategies
Service delivery
Costs and pricing
Capacity and demand
Communication and promotion
International services
Handling customer complaints and service recovery
Ethics, social issues and technology
Creating, delivering service value
Measuring service value and performance
Organisational preconditions of service value
Retaining competitive advantage in a service context

Assumed knowledge

MKT110

Handbook

MKT335 - Marketing of Services

Abstract

Syllabus

Assumed knowledge