Service marketing and management

  • Developing an understanding of the challenges involved in marketing and managing services;
  • Identifying the differences between the marketing of services and the marketing of manufactured goods;
  • Identifying and analysing the various components of the services marketing mix;
  • Understanding key issues concerning the management and measurement of service quality and customer satisfaction;
  • Appreciating the intertwined role of service personnel and customers with respect to service delivery, failures, and recovery issues;
  • Identifying strategies to address various service organisation issues;