Marketing of Services

Module code: MN7525

The service sector today occupies a pre-eminent position in the economies of most western countries. With the production and consumption of services ever increasing, the service sector is more important than it has ever been. Services marketing is vital to ensure that the right service is provided at the right place at the right time for the right price.

This module will build on pre-existing marketing knowledge and skills by exposing you to the distinctive characteristics of services marketing. You will learn how to analyse the distinctive marketing needs of services, exploring theoretical frameworks for the study of services marketing and opportunities provided for their application.

Topics covered

• What Are Services and How Does Services Marketing Differ from the Marketing of Goods?
• Customers’ Experiences and Expectations of Services
• Research for Services
• Designing Services
• Challenges of Physical Evidence and Services Marketing Communications
• How to Build Loyalty and Retain Services’ Customers
• The Roles of Employees and Customers in Service Delivery
• Managing Demand and Capacity and the Pricing of Services
• Delivering Services through Intermediaries and through Electronic Channels