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Services Marketing

duration Duration: 1 Teaching Period

unit code Unit Code: MKT20012

contact hours Contact Hours: Recommended 8 hours of study per week

About this unit

Services is the fastest growing business sector on both a national and international scale. This unit explores the marketing of services as distinct from marketing tangible products, and aims to provide students with the special skills required to develop and implement marketing strategies in service-based businesses. Another aspect explored in this unit is Customer Relationship Management (CRM). CRM is more about culture, human resources and organisational issues than simply the use of information technology (IT) systems and will therefore be viewed in terms of overall development for Marketing use, with a particular focus on its impact on services marketing and management.


Topics will include:

  • Distinctive aspects of service marketing
  • Market research in the services environment
  • Communications and CRM within the services environment
  • Demand management
  • Service quality, including CRM response standards
  • Managing the service culture
  • Implementing the service strategy, including CRM systems to support that strategy
  • International services and its future
  • CRM developments and their future impact on the organisation
  • Solving problems in CRM for customer acquisition, customer retention and cross selling
  • Analysis of the risk and compliance issues relating to managing customers