324 Marketing of Services

Management & Marketing

Approved course information last updated: 1 year, 6 months ago

Pre-requisites: MGTMKT 220

Requisite To: None

Lab Session:

Course Description

With the increase importance of services around the world and the continuing increase of customers’ demand for excellent services, it is essential to include this course in the marketing curriculum. This course will focus on the fundamentals of services marketing and how it’s become a competitive advantage that is necessary for retaining profitable relationship with the customers. A detailed explanation of the 4P’s and how to apply them in services are in the central focus of this course. Moreover, this course will focus on applying new elements to the service marketing mix: people, processes, physical evidence.

Course Learning Objectives (CLOs)
  • - to understand the fundamentals of services marketing.
  • - to understand the challenges involved in marketing and managing services in different types of organizations. lg1
  • - to identify and analyze the different elements of the service mix (the 7 ps).
  • - to discuss and explain the main issues to be considered to maintain customer satisfaction and service quality. lg1
  • - to understand the role of employees in delivering services.
  • - to understand how to turn services into unique competitive advantage. lg1
  • - to link the concept of marketing services to other major marketing concepts such as relationship marketing.
  • - to learn how to prepare a blue print for a service in order to create valued experience and productive operations. lg1 lg2
  • - to learn the principles of effective service recovery systems. lg1
Syllabus History
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