Singapore University of Social Sciences

Services Marketing (MKT363)

Applications Open: 01 October 2019

Applications Close: 15 December 2019

Next Available Intake: January 2020

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: To be confirmed

Area of Interest: Business Administration

Schemes: Lifelong Learning Credit (L2C)

Funding: To be confirmed


Synopsis

In traditional goods marketing, you have already learnt about the 4 Ps of marketing, namely product, price, place and promotions. The unique characteristics require another 4 additional Ps, namely people, processes, physical environment, and productivity and quality. Students will learn how service marketers can make use of all 8 Ps to position their services. In addition, students will understand how to manage and build loyalty, and have an effective service recovery and customer feedback system in place.

Level: 3
Credit Units: 5
Presentation Pattern: Every January
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, This will be administered on-campus.

Topics

  • Introduction to Services Marketing
  • Consumer Behaviour in a Services Context
  • Developing Service Products
  • Distributing Service through Physical and Electronic Channels
  • Setting Prices and Implementing Revenue Management
  • Promoting Services and Educating Customers
  • Designing and Managing Service Processes
  • Balancing Demand against Productive Capacity
  • Crafting the Service Environment
  • Managing People for Service Advantage
  • Managing Relationships and Building Loyalty
  • Complaint Handling and Service Recovery
  • The GAP Model

Learning Outcome

  • Distinguish service products, consumers and markets.
  • Develop an understanding of the 4 Ps necessary for delivering service excellence.
  • Organise the customer interface.
  • Differentiate service quality management as the basis for developing customer satisfaction, and develop skills in service quality measurement for continuous improvement.
  • Discuss the importance of customer loyalty and retention, service recovery, customer relationship development and the role of internal marketing.
  • Examine profitable service strategies.
  • Organise information from different areas of services marketing and apply it to solve particular service problems.
  • Apply marketing principles and practices to real and hypothetical situations.
  • Organise information and apply them to particular marketing scenarios.
  • Develop course competence through discussions.
  • Demonstrate the essential knowledge and interpersonal skills to work effectively in a team.
  • Show written proficiency.
  • Prepare oral presentations in areas related to services marketing.
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