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MKT353 - Services Marketing |
First Term, 2011-2012
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Course Description
(Prerequisite: BUS205 - Marketing Management)
In view of the recent emergence of the modern
service-centred economies, this course is to acquaint students with the
unique characteristics of services and their marketing implications. Students
will understand the problems and challenges facing a services marketer, the
frameworks for developing a service marketing strategy, the applications of
these frameworks and concepts in the Hong Kong economy and the recent
developments in services marketing. It also serves to integrate what students
have learnt in previous courses through comprehensive case studies, role-play
exercises, and group projects.
Lecturer
Download Areas
- Course Description
and Schedule
Lecture Notes
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Week |
Topics |
Download
Area |
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1 |
Course introduction |
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2 |
New Perspectives on Marketing in The Service Economy, and
Developing Service Products
(Chapter 1 and 2) |
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3 |
Developing Service
Products (Chapter 4) |
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4 |
Distributing Services
and Service Pricing (Chapter 5 and
6) |
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5 |
Promoting Services and Educating Customer;
Designing and Managing Services Process
(Chapter 7 & 8) |
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6 |
Balancing Demand and
Productive Capacity (Chapter 9) |
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7 |
Crafting the Service
Environment
(Chapter 10) |
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8 |
Managing Service Employees
(Chapter 11) |
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9 |
Managing Relationships
and Building Loyalty (Chapter 12) |
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10 |
Complaint Handling and
Service Recovery (Chapter 13)
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11 & 12 |
Improving Service Quality
(Chapter 14) |
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13 & 14 |
Project
Presentation |
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15 |
End of Course Review |
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Last Updated: 30 August 2011
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