Course Details
Course Information Package
Course Unit Title | MARKETING SERVICES | ||||||||||
Course Unit Code | ABSM405 | ||||||||||
Course Unit Details | |||||||||||
Number of ECTS credits allocated | 5 | ||||||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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Mode of Delivery | Face-to-face | ||||||||||
Prerequisites | ABSM101,ABSM112 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | New Perspectives on Marketing in the Service Economy
Why study Services?
What are Services?
The Marketing Challenges Posed by Services
The Expanded Marketing Mix Required for Services
Developing Service Concepts: Core and Supplementary Elements
Planning and Creating Services
The Flower Service
Planning and Branding service Products
Development of New Services
Distributing Services Through Physical and Electronic Channels
Place and Time Dimensions
Delivering Services in Cyberspace
Exploring Business Models: Pricing and Revenue Management
Effective Pricing Is Central to Financial Success
Pricing Strategy Stands on Three Legs
Putting Service Pricing into Practice
Educating Customers and Promoting the Value Proposition
Role of Marketing Communications
Communicating Services Presents Both Challenges and Opportunities
The Marketing Communications Mix
Designing and Managing Service Processes
Blueprinting Services to Create Valued Experiences and Productive Operations
Dysfunctional Customer Behaviour Disrupts Service Processes
Crafting The Service Environment
What is the Purpose of Service Environment?
Dimensions of the Service Environment
Managing People for Service Advantage
Service Employees Are Crucially Important
Frontline Work Is Difficult and Stressful
Cycles of Failure, Mediocrity, and Success
Human Resources Management:
How to Get It Right
Improving Service Quality and Productivity
What is Service Quality?
The Gaps Model-a conceptual tool to identify and correct Service quality Problems
Measuring and Improving Service Quality
Defining and Measuring Productivity
A Process for Developing New Services
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Recommended and/or required reading: | |||||||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | Lectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies | ||||||||||
Assessment methods and criteria |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |