To appreciate the importance of services marketing in the current business environment.
To understand the issues and challenges encountered in service marketing.
To develop the knowledge needed to implement service strategies.
To understand the importance of customer relationships through quality services.
The course is structured in these main sections:
Foundations for Services Marketing.
Focus on the Customer and understanding Customer Requirements.
Aligning Service Design and Standards.
Delivering and Performing Service.
Managing Service Promises.
Service and the Bottom Line.
The methodology utilised will be a combination of theory and practise.
The theoretical component will focus on the understanding of the theoretical concepts, theories and applications applied in service marketing and management.
The practical component is developed by student active participation and collaboration during class sessions, class activities, presentations and simulations.
The Course grade will be based on the following point breakdown:
20% Quality participation and involvement in class activities.
30% Portfolio of case studies and class visits.
50% Final Practical based assessment.
There is no set text book as this course utilizes concepts from a range of disciplines and resources.
Additional readings and focus are available for each of the major concepts and will be given as we go through the course.