Course Description

Pre-requisite: BUS2205 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.

This page was last updated on 25 September, 2023