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.
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.