This course provides an understanding of the unique aspects of marketing services compared to physical goods. Students will develop strategies to promote organizations focused on services, learn market-oriented management, relationship marketing, customer profitability, service quality, and ways to measure customer satisfaction, engagement and retention. The course involves case study analysis and hierarchical modelling to apply marketing strategies effectively.

Course Content

• Services marketing terminology and concepts

• Differences between marketing services and goods

• Market-oriented management

• Relationship marketing and customer profitability

• Service quality, customer satisfaction, engagement, image, perceived value, behavioural intentions, customer retention

• Measurement methods of interrelationships among service quality, satisfaction, and retention

• Strategic management and marketing of services using methodology from lectures

• Case study analysis and critical incident analysis

• Hierarchical modelling for marketing strategies

• Evaluation of marketing-oriented management and customer profitability impact

• Development of hierarchical models for strategic and tactical marketing