The indicative syllabus of this module is outlined in the units below:
Identifying the four key characteristics of services marketing and the role they play in differentiating product marketing from services marketing.
Service Quality Management:
The Product Service Continuum:
Service Design and Service Processes:
How to promote a Service?
This module aims to provide learners with a focused understanding of the marketing function within a services context. Given the significant rise of services to become a dominant sector of many developed economies, and its increasing importance in developing and emerging economies, a specific focus on the services context was deemed appropriate, given that many learners on this programme are highly likely to gain employment in this broad sector.
Thus, this module aims to enable learners to apply services marketing concepts, to the services sector.