Services Marketing

This unit has been developed in recognition of the size and growing importance of the services sector and of the distinctive characteristics of services (in contrast with tangible goods). This unit applies the principles of services marketing to organisations in the private, public and not-for-profit sectors. It will examine the characteristics and the unique problems caused by the differences between the marketing of tangible goods and the marketing of services. It will also endeavour to communicate the need for a detailed understanding of consumer behaviour as it applies to the purchase of services and to the interaction between customers and service providers. Finally, the unit will communicate the fact that the successful marketing of services and the successful delivery of customer service are critical elements in the development of customer satisfaction and the long term success of an organisation. In this regard, the concept of service quality and its measurement will be discussed, as will the link between service quality and customer satisfaction. In addition to formal lectures, the unit will employ case studies and group project work and will examine contemporary business examples and best practice.