Services Marketing

This unit explores the important issues in the marketing of services including: the differences between marketing services and marketing goods; the importance of customer relationships in services marketing; the importance and measurement of quality in service provision; and the application of services marketing principles in a range of diverse industries and sectors (such as professional services, the public sector, retail services, tourism, charities, etc). The unit will draw on extensive marketing literature in the field, while exploring salient issues from both theoretical and applied views. An industry based project and case studies are important components of the unit.

Prerequisite: MGSM820 Marketing Management