Visit AUM
Apply at AUM Contact
Job vacancy HR Portal Students E-Learning Library
AUM Logo

Services Marketing

504347 - Services Marketing
Faculty

Faculty of Business

Department

Digital Marketing and Innovation

Credit Hours

3

Pre-requisite

504226

Co-requisite

-

Distribution

3 + 0
This course focuses on the vital importance of service industries such as banking and finance, healthcare, automobile services and the role they play in today?s economy. The course supplements and builds on the basic marketing course by focusing on the strategies and problems of service businesses. It introduces a new focus within the marketing mix, emphasizing the implications of customer expectations and perceptions, including services marketing three Ps: People, Physical Evidence, and Process; the GAPS model of service quality; the impact of services failure and recovery; consumer-based pricing and value-pricing strategies; and integrated services marketing communications.