Home >> Courses Catalogue >> SERVICES MARKETING
Course Code: 
MBS 8214
Course Credit Units: 
Semester 2
Year of Study: 
Year 2
Undergraduate or Graduate Level: 
Graduate Level
Course Discipline: 
Course Description & Objectives: 

This course focuses on the key elements (culture, communications, strategy, operations, people and technology) that marketers must integrate to establish and sustain service excellence. While the course examines broad issues in managing service businesses and the service component of manufacturing firms, a core theme is a service quality perspective.                                                                                                                                                                                                                                                 Objectives: The course will help the students to achieve the following:

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

By the end of this Course, students should be able to:

  • Develop a better appreciation of the necessary ingredients to create service excellence.
  • Provide students with a theoretical and practical basis for assessing superior service performance.
  • Understand the characteristics and challenges of managing service firms.
  • Develop an appreciation of the key linkages between marketing and other business functions in the context of designing and operating an effective service system.
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