At the end of the course the student will have an understanding of the service economy,
the nature of services, assessing business opportunities, segmenting and targeting the market,
buyer behaviour, services design, quality management, marketing communications, service
delivery, pricing, employee relationship management, customer relationship management and
Module 1: Service economy and the nature of services.
The service economy, nature of services, characteristics of services, services marketing mix.
Module 2: Assessing business opportunities.
Competitive strategies, marketing research, perceptual mapping, segmenting and targeting
the market, preparing a business plan.
Module 4: Buyer behaviour.
Consumer behaviour leading to purchase, consumer experience, post-experience behaviour,
Module 5: Understanding customer requirements.
Customers expectations and perceptions of service, customer research, customer defined
Module 6: Quality management.
Service quality, technical and functional quality, determinants of service quality, gap model,
Module 7: Service design and development.
Challenges to services design, new service development, developing the service blueprint,
quality function deployment, service innovations.
Module 8: Marketing communications.
The communications mix, advertising, promotions, personal selling, public relations and
publicity, events and experiences, direct marketing, word-of-mouth marketing, Internet
marketing, integrated marketing communications
Module 9: Service delivery channels.
Direct channels, franchising, agents and brokers, Internet channels, channel conflict and its
resolution, assuring quality and consistency across channels.
Module 10: Service delivery: Physical evidence.
Physical evidence, role of the servicescape, creating the servicescape.
Module 11: Service delivery: Employee roles.
Employee roles in service delivery, matching customer expectations, matching demand with
Module 12: Service delivery: Customer roles.
Customer co-production, customer roles, service failure and recovery, customer satisfaction
Module 13: Pricing.
Types of customer value, methods of pricing, prices as indicator of quality, matching price to
Module 14: Brand management.
Brand equity, brand consistency, brand audit.
Module 15: Managing performance and growth.
Customer management, balanced score card, strategies for growth.