Theoretical aspects and practical considerations of marketing of services examined.
Topics include the nature of services, marketing framework and the marketing mix for services, service encounter, human factor and service quality. 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. Topics include nature of service products, consumer behaviour in service settings, service quality and satisfaction, developing service strategies, managing customer service, servicescape strategies, service recovery and service technologies.
1. Introduction of service marketing
2. Service quality assessment
3. Considerations on each “P” of service marketing
4. Internet and social media for services
5. Service and profitability
Students have to already acquired basic knowledge of marketing management in previous courses