This module is designed to introduce students to the recent developments in marketing theory and practice. The module will cover key subject areas in services marketing. The module is structured around several important themes of services marketing including: new perspectives on marketing in the service economy, consumer behaviour in services, applying the 4Ps of marketing to services, service development and design, management of service quality, customer relationship management in services, and implementing profitable service strategies.
This module intends to provide students with a critical understanding about the differences of marketing intangible services and tangible products and managing distribution channels in service and product firms.
- Module Supervisor: Young-Ah Kim