Course overview
This course aims to equip learners with the knowledge and skills to integrate key service elements into service design in ways that create value for customers and sustain service excellence. The course builds on learners’ understanding of the marketing mix by introducing the additional elements that marketers must consider when effectively marketing services to buyers, including the effective design and management of people, processes and physical evidence. This course aligns with the program’s purpose of providing industry-relevant, contemporary teaching, especially considering the increasing prominence of service industries in global economies.
- Introduction To Service Design And Marketing
- Planning The Traditional 4Ps In A Service Context
- Planning The Extended 7Ps In A Service Context
Course learning outcomes
- Identify and explain core services marketing theories and concepts, and leverage them to understanding customer experience in services
- Apply services marketing research and course learnings to develop insights for customer engagement throughout the customer journey (purchasing, accessing, or using services, and including barriers to access)
- Evaluate and identify service shortcomings and provide recommendations for service managers to deliver high-quality service offerings
- Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system
- Identify and discuss characteristics and challenges of managing service firms in the modern world including social and cultural implications