SERVICES MARKETING (2 SCU)

Learning Outcomes :

Upon successful completion of this course, students are expected to be able to: explain the principles of service marketing; explain the influence of consumer behavior and expectation in choosing a service product, apply the services marketing concepts in a real business context, and apply good leadership and team-work skills in providing and managing service quality.

Topics:

The course introduces the fundamental issues of services marketing. It analyzes the 7 ’Ps’ of services marketing elements of an organization, which are: product, price, promotion, place, packaging, positioning and people, and other aspects of a non-product marketing base.

Pre-requisite(s): Marketing Management