SERVICE MARKETING MANAGEMENT (2 SCU)
Learning Outcomes:
On successful completion of this course, students will be able to: Define the concept of service market ; Explain the profitable service strategies; apply Apply the 7Ps of marketing to services; Define the business model and explain the defined business model.
Topics:
- Introduction to Services Marketing;
- Consumer Behavior in a Services Context;
- Positioning Services in Competitive Markets;
- Developing Service Products and Brands;
- Distributing Services through Physical and Electronic;
- Setting Prices and Implementing Revenue Management;
- Promoting Services and Educating Customers;
- Designing Service Processes;
- Balancing Demand and Capacity;
- Crafting the Service Environment;
- Managing People for Service Advantage;
- Managing Relationships and Building Loyalty;
- Service Recovery and Improving Service Quality.
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