Learning Outcomes
On successful completion of this module students should be able to:
- demonstrate a detailed understanding of, and an ability to critically evaluate, service marketing management concepts, models and theories in the specific context of service organisations;
- explain and analyse service characteristics and their significance when planning, organising and controlling marketing operations and the selection of appropriate marketing strategies;
- appraise aspects of a service organisation's marketing activities using appropriate theoretical models and frameworks from academic literature, making recommendations for improvements where appropriate.
Aims
- To critically examine the theoretical foundations and practical application of services marketing management
- To understand the principles of design, promotion and pricing of service products in both the for-profit and not-for-profit sectors
- Develop an awareness of services marketing planning organisaton and control of marketing operations, and selection of appropriate marketing strategies
Brief description
The management of services marketing, including the design, planning, development, pricing and organisation of service products.
Content
Introduction to the principles of service marketing management
Consumer behaviour and services
Service design and development (including service blue-printing and mapping)
Managing service encounters
Services communication and promotion
Pricing of services
Managing demand and capacity in service industries
Promoting and managing service quality
Positioning a service and building relationships
Integrated services management (the relationship between marketing, operations and managing people in service organisations)