Service Marketing and Management
Area of Study
Business, Business Administration, Business Management, Marketing
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewService industries now account for 70% of GDP and around 85% of all new employment. Intangible service products including professional (eg engineering, accounting, management consulting services) and other services (eg tourism, hotels, telcos, theatre, sport) possess a set of unique characteristics that require a different approach to the development & execution of marketing strategy. The course builds upon key frameworks and theories in marketing management and adapts them to the service sector. Key themes include the service encounter, service failure and recovery, the notion of the servicescape or service factory, customer service issues, core and supplementary service elements, service quality and customer satisfaction, and customer relationship management, and yield management as a pricing tool.
Courses and course hours of instruction are subject to change.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.