The aim of this module is to develop knowledge of effective services marketing. It communicates the role of marketing within the management system and enables students to appreciate the differences between general marketing and the marketing of services.
Determine the central role of marketing within the service organisation.
Demonstrate knowledge of marketing theory and practice within a service organisation.
Apply analytical tools for market and marketing analysis.
Examine service marketing processes and their application.
Investigate the importance of market and marketing research and the methods of gathering data to gain insights.