MRK233 - Services Marketing

Subject Title
Services Marketing

Subject Description
This subject brings together theory and the application of Services Marketing fundamentals, concepts and strategies used by business organizations. Services Marketing is vital to the success of all organizations but is especially so in the competitive world of hospitality and tourism. Marketing travel services, such as a two-week vacation in Hawaii, is quite different from marketing hard goods (products) because of the intangible nature of services. Consumers are not always able to touch or experience services before purchasing or committing to purchase, which creates additional risk and uncertainty.
 
Students will study service marketing techniques like consumer segmentation and target strategies, positioning, market focus strategy, 7 P?s marketing mix, communication and advertising strategies, and learn the key elements of a marketing plan.  This will be applied to assignments and case studies throughout the semester.

Credit Status
N/A

Learning Outcomes
Upon successful completion of this subject the student will be able to:

 
1.    Outline the role of services marketing in today's business environment.
2.    Explain services marketing principles and strategies.
3.   Understand the basic elements of a marketing plan including analysis, segmentation and positioning strategy, goals, objectives, and services marketing mix strategies - 7 P' s.
4.   Analyze brief case studies by using various case study analysis like SWOT, segmentation & targeting, positioning strategy.
5.   Recognize the importance of building loyalty through customer relationships including effective service recovery.
6.  Compare and contrast conventional and electronic distribution channels including e-commerce.
7.  Outline traditional advertising, promotion and PR communication platforms and their application, as well as digital and social media platforms and use.
8.  Explain how service quality and productivity relate to each other in a services marketing context.  
9.  Create professional persuasive presentations.
 

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