|Module Title||MARKETING OF SERVICES|
|Co-ordinator||Dr Judith Preston|
|Course delivery||Lecture||22 Hours|
Aims and objectives
The service sector today occupies a significant position in the economies of most countries, especially those in the West. As private sector companies face increasingly fierce levels of competition, a further group of public services, including libraries, are beginning to experience the realities of competition for the first time. Service producers and managers have to be sure increasingly that they are producing the right services in the right places at the right time for the right price. Thus, marketing within the service sector is more important than it has ever been.
At the end of this module you should know:
. the importance of marketing as a business philosophy in competitive operating environments;
. the tools of the marketing mix and their appropriateness to the marketing of services;
. the nature of an organisation's marketing environment and frameworks for its analysis;
. the purpose and methods of collecting and analysing marketing research data.
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