Services Marketing

Course Coordinator: Dr Andres Ruiz Serrano, BA (Hons) (UVM); BSc (ULA); MA (UNAL), PhD (CityU of HK)

Course Developer: Dr Ka Shing-woo, HKMU

Advisory Prerequisite(s)
You are advised to have already studied MKT B250.

Aims
MKT B365 Services Marketing aims to provide you with a broad range of theories, tools and practices that will help you understand the important features of services, and how services marketing strategies can be formulated in a competitive marketing environment.

Contents
The course covers the following topics:

• Understanding service markets, products and customers
• Applying the 4Ps of marketing to services
• Managing the customer interface
• Developing customer relationships
• Striving for service excellence

Learning support
There will be two two-hour tutorials, two three-hour tutorials and one two-hour surgery.

Assessment
There is one assignment, five online quizzes and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
There is a custom textbook entitled MKT B365 Services Marketing. This textbook derives from Wirtz, J. (2023). Essentials of services marketing (4^th Ed.). Pearson.