Marketing in Service Sector - MK 415

Course Objectives

  1. Explain what services are and identify trends in the service sector.
  2. Explain the need for special services marketing concepts and practices and why the need has developed and accelerated over the last several decades.
  3. Explore the profound impact of technology on service.
  4. Outline the basic differences between goods and services and the resulting challenges for service businesses.
  5. Introduce the expanded marketing mix for services.

Course Content

  • Consumer behaviour in services
  • Customer expectations of services
  • Customer satisfaction
  • Building customer relationships
  • Service recovery
  • Delivering and performing service
  • Intergrated services marketing communications
  • Pricing of services
  • The intergrated gaps model of service quality
  • Managing Demand and Capacity
  • Managing service promises
  • Pricing of Services

Recommended Text:

Christopher H Lovelock Jochen Wirtz Services Marketing, 7/E. Pearson Prentice Hall. 2011

Valerie A. Zeithamil, Mary jo Bitner & Dwayne D. Gremler. Services Marketing: Intergrating Customer Focus Across the Firm. 5th Edition. McGraw Hill. 2009