Course overview
The aim of the course is to enables students to develop a deeper understanding of service management, and introduce the principles and concepts for the design, development, and effective delivery of service management. By examining the extended marketing mix, students will develop the critical thinking and problem-solving skills required for designing and implementing service strategies that maximise customer value and sustain high-quality service outcomes. This course furthers students understanding of contemporary marketing environments and exchanges, preparing graduates to excel in global economies that continue to grow increasingly reliant on service industries.
Course learning outcomes
- Identify and explain core services marketing theories and concepts, and leverage them to understanding customer experience in services
- Evaluate critical aspects of the service encounter and the role of the customer in designing effective service strategies
- Apply services marketing research and learnings to develop insights for customer engagement throughout diverse customer journeys (purchasing, accessing, or using services, and including barriers to access)
- Identify and discuss characteristics and challenges of managing service firms in the modern world including social and cultural implications