Marketing of Services Module Details

Marketing of Services enables students to distinguish and explain the key ideas and concepts of services marketing management. It provides students with skills to contrast the 4Ps and 7Ps marketing mix strategies and assists them in evaluating the impact that the key characteristics of services have on the way marketing managers in the services sector develop their service offer, promote it and then deliver it. The course also enables students to examine services buying behavior and encourages students to appreciate the important role that the employees have in delivering customer values and helps them formulate the elements of an internal marketing strategy. The course also enables students to evaluate various methods for assessing service quality, comparing various methods used for managing service encounters and helps them design and implement an extended marketing mix strategy. During the course, the students will be able to analyse the notion and tools of relationship marketing.          

At the end of the course students will be expected to:

1) Apply generic marketing knowledge to the service organization taking into consideration the distinct characteristics.

2) Evaluate the key differences between services and other businesses/organizations and understand how these affect the corporate marketing strategy and the marketing mix strategy of the organization.

3) Examine 4Ps and 7Ps marketing strategies through case studies.

4) Design marketing actions and tactics specifically for services taking into account key characteristics, differences and challenges.

5) Analyse and assess the role of employees in service quality and service delivery process.

6) Evaluate the importance of the internal marketing concept within service organizations.

7) Develop marketing strategies to build and sustain strong customer relations and loyalty to the service organization.

8) Assess the branding process in the services sector.

9) Implement an extended marketing mix strategy for a service organisation.