SERVICES MARKETING | Makerere University Courses

Course Code:

COX 3224

Course Credit Units:

3

Semester:

Semester 2

Year of Study:

Year 3

Undergraduate or Graduate Level:

Undergraduate Level

Academic Programs:

Bachelor Of Commerce External

College:

College of Business and Management Sciences

School:

School of Business

Course Description & Objectives:

The course is designed to provide students with the ability to understand basic service marketing concepts. The course will handle issues like nature of marketing services and service marketing mix. Students will also learn how to assess consumer behavior in services and determine service expectations and operations. Course Objectives: The course will help the students to achieve the following objectives:

Understand the unique nature of services
To explain service marketing mix
Explain consumer behavior in services
Understand service expectations and perceptions.

Learning Outcomes:

At the end of the course, students should be able to:

Evaluate the unique nature of services
Discuss service marketing mix
Describe consumer behavior in services

Determine service expectations and perceptions