24306 Marketing of Services

This subject builds on existing marketing knowledge by increasing understanding and awareness of issues that are distinct to services. It examines marketing objectives and tasks for services and/or service divisions within companies, and critically assesses current marketing approaches by service sector operators.

Topics covered include: services marketing as a field of study; developing frameworks for services marketing; customer focus; the nature of service quality; creating and delivering new services; measurement of customer perceived quality; marketing to existing customers; marketing to your internal customer; managing the evidence; marketing communication and promotion of services; implementing a service marketing culture; and services marketing strategy.