Submitted by GraphicMint on Tue, 05/22/2018 - 12:09
Module Title
Services Marketing
Module Credits
5
Module Semester
6
Module Status
Elective

Description

This module aims to provide learners with a focused understanding of the marketing function within a services context. Given the significant rise of services to become a dominant sector of many developed economies, and its increasing importance in developing and emerging economies, a specific focus on the services context was deemed appropriate, given that many learners on this programme are highly likely to gain employment in this broad sector. Thus, this modules aims to enable learners to apply services marketing concepts, to the services sector.

Indicative Module Content

  • Defining Services Marketing
  • The Characteristics of Services Marketing
  • Service Quality Management
  • The Service Package Model of Service Experience
  • The Product Service Continuum
  • Buyer Behaviour and Understanding the Service
  • Experience
  • Service Design and Service Processes
  • How to promote a service
  • The Servicescape
Module Assessment
Type
Project
Percentage
40%
Type
Final Examination
Percentage
60%