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 … For more content click the Read More button below.
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
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to identify the distinctive characteristics of services marketing and describe the components of the expanded marketing mix;
2.
be able to analyse the significance of satisfaction, value and service quality and explain its role in achieving organisational service goals;
3.
be able to create a service strategy for the development of new services including planning for variations in pricing, demand and capacity;
4.
be able to design guidelines for a customer service program; and
5.
be able to describe and develop an effective service recovery process.
Assumed knowledge
MKT110