Course overview
The role of service, its design and implementation is examined in the context of customer value creation. This course focuses on the key elements (culture, communications, strategy, operations, people and technology), that marketers must integrate to establish and sustain service excellence and provide customer value. A focus on the marketing mix for services, service encounter, human factor and service quality extends service as part of marketing beyond the realm of traditional service industries.
- Marketing in the Service Economy
- Customer Behaviour
- Customer Satisfaction and Service Quality
- Managing People for Service Advantage
- Positioning Services, Supplementary and Core Services
- Distributing Services Through Physical and Electronic Channels
- Crafting the Service Environment
- Managing Customer Relationships
- Integrated Services Marketing Communications
- Understanding Costs and Developing Pricing, Balancing Capacity
- Managing the Customer Service Function
- Handling Customer Complaints and Managing Service Recovery, Exam Revision
Course learning outcomes
- Understand and explain the nature and scope of services marketing and present about this in a professional and engaging manner
- Use critical analysis to perceive service shortcomings with reference to ingredients to create service excellence
- Provide a theoretical and practical basis for assessing service performance using company examples and report on this in a professional, logical and coherent way
- Identify and discuss characteristics and challenges of managing service firms in the modern world including cultural implication
- Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system
- Work effectively and efficiently in a team addressing services marketing topics