Unit of Study MRKT2005 Services Marketing (2024)

Unit description

Introduces students to concepts and practices of service-logic in marketing, the role of the customers within the service system and effective management of customer relationships. Approaches and tools for analysing, improving and developing complex services will be explained and applied, along with concepts of service quality, service recovery and the determinants of customer satisfaction and dissatisfaction.

Unit content

Module 1: Services marketing: The central concepts and frameworks

Module 2: Customer expectations and perceptions of service

Module 3: Quality Management in Services – managing capacity and demand

Module 4: Performing service – The actors and their roles

Module 5: Managing customer relationships

Module 6: Service design and the servicescape