Marketing of Services

Course Code:

BSM-481

Course Name:

Marketing of Services

ECTS:

5

Course Description

After successfully completing this course, students will be able to:

  • Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
  • Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
  • Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
  • Describe how customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
  • Explain service blueprinting, the integration of new technologies, and other key issues facing today’s customer service providers and service managers.