Services Marketing
Subject Overview
The second Marketing group elective, covering the growth of the service economy and service quality models, relationship management and service design/blueprinting, delivering services through employees/intermediaries and demand management, and pricing and applications of services marketing in finance, healthcare and hospitality. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Introduction to services
Growth of the service sector economy, service characteristics and classification, service marketing mix, customer expectations and perceptions, integrated gaps model of service quality
Unit 2: Managing service relationships and design
Building customer loyalty, complaint handling and service recovery, service design challenges and new service development process, service blueprinting, physical evidence and servicescapes
Unit 3: Delivering services
Service culture and employee role, cycle of failure/mediocrity/success, self-service technologies, service intermediaries and electronic channels, waiting line strategies, integrated services marketing communications and the services marketing triangle
Unit 4: Pricing and applications
Pricing approaches and strategies for services, applications in financial, healthcare and hospitality sectors