Services Marketing

Synopsis

In traditional goods marketing, students learn the 4 Ps of marketing, namely product, price, place and promotions. The unique characteristics of services marketing 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

Topics

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.
Discuss the importance of customer loyalty and retention, service recovery, customer relationship development and the role of internal marketing.
Examine profitable service strategies.
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.

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Services Marketing