Course: Service Marketing for Managers

Course Code: MGMK6009
Credit Hours: 3

Service Marketing for Managers is an advanced marketing course organised around a strategic marketing framework. The course is designed such that both experienced and novice marketing managers may be better able to respond to the competitive environments in services marketing. The course also provides broad coverage of service marketing issues and application areas, with cases featuring a wide array of industries and organisations, ranging in size from multinational giants to small entrepreneurial start-ups, and from nonprofit organisations to professional service firms.

Students get an opportunity to build on the foundation concepts of marketing learnt in their principles of marketing or marketing management courses. Throughout the course, emphasis is placed on the applications of technology that cover topics like internet-based strategies and biometrics and search-engine optimisation, as well as the various social media platforms that are available to service marketers. Opportunities and challenges that internet based and social media strategies pose for customers and service marketers are also addressed.