Services Marketing

Synopsis

In most economies, service sector contributes more than 50% of the annual GDP. In Singapore, this percentage is 75%. MKT363 aims to enhance the undergraduate students’ understanding of the 7Ps of services and prepare them with the necessary skills to achieve service excellence. The course offers deep insights into a series of unique services marketing topics such as service intangibility, service talents, service communication, service quality, etc. The students will be equipped with a “service mindset” to design and deliver high-quality services in the Singapore market.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN

Topics

Basic understanding of services
Service product
Service distribution
Service revenue management
Service communication
Service process
Service Environment
Service talents
Customer relationship management
Service recovery
Service quality and productivity
Digital service and service analytics

Learning Outcome

Develop an understanding of the service characteristics and 7Ps services marketing
Analyse service product, service communication, and service revenue management to ensure profitability
Appraise customer interface, service process, and service talents to keep loyal customers
Plan the basics of service analytics and illustrate service quality excellence
Organise information from different areas of services marketing and apply it to solve particular service problems
Demonstrate core competence in discussions and scenario simulations

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Services Marketing