Services Marketing

Module leader: Dr. Mei-Na Liao

Aims:
To provide students with a comprehensive understanding of the key issues in marketing of services; to demonstrate practical applications of the services principles across a broad range of industries and the growing importance of relationship marketing within services

Outline Syllabus:
Introduction to services marketing and the important differences with product marketing.
Key principles of relationship marketing and how to make relationship marketing work within services.
The role of customers and building customer relationships in service businesses.
Strategic issues in services marketing
How demand affects marketing of services.
Marketing mix and relationship marketing implications - service product, distribution, people, communications, service quality.

Learning Outcomes:

Evaluate the key marketing and customer relationship issues relating to service industries
Develop a systematic understanding of the application of learned knowledge to organisations within the services sector
Application of skills in presentation and case analysis, including strategic option determination and selection

Bradford University School of Management, Emm Lane, Bradford BD9 4JL
Tel: +44 (0)1274 234393 Fax: +44 (0)1274 234405 E-mail: management@bradford.ac.uk
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Services Marketing

Module leader: Dr. Mei-Na Liao