BUS4006 - Services Marketing
|先修單元:||BUS2001 Principles of Marketing
or with the Instructor’s permission and upon endorsement of the relevant Head of Department and Programme Director
This module introduces students to the managerial issues, theories, techniques and problems involved in the marketing of services. It extends many of the basic marketing concepts to the services arena, and emphasises the importance of the evolving service economy, of relationship marketing and of managing service quality. Students gain insights into the opportunities and challenges faced by marketing managers in today’s service-dominated economy.
Upon completion of this module, students should be able to:
- understand the nature of service and identify issues related to services marketing;
- adopt and expand and marketing mix elements in services situations;
- formulate integrated marketing strategies in services; and
- apply services concepts to various service settings.