Services Marketing
Sales & Marketing
A course by
Lincoln University
Understand the difference between marketing services versus marketing physical goods, and develop strategies to promote organizations that are service focused.
In-person study
Face-to-face learning in a physical classroom setting
Lincoln University, Lincoln
Core skills this course teaches
Apply services marketing concepts
Apply the services marketing terminology and concepts to strategically market services.
Differentiate marketing of services and goods
Delineate between marketing services and goods.
Understand market-oriented management
Understand market-oriented management, relationship marketing and customer profitability.
What You're Signing Up For
This course provides an understanding of the unique aspects of marketing services compared to physical goods. Students will develop strategies to promote organizations focused on services, learn market-oriented management, relationship marketing, customer profitability, service quality, and ways to measure customer satisfaction, engagement and retention. The course involves case study analysis and hierarchical modelling to apply marketing strategies effectively.
Course Content
- Services marketing terminology and concepts
- Differences between marketing services and goods
- Market-oriented management
- Relationship marketing and customer profitability
- Service quality, customer satisfaction, engagement, image, perceived value, behavioural intentions, customer retention
- Measurement methods of interrelationships among service quality, satisfaction, and retention
- Strategic management and marketing of services using methodology from lectures
- Case study analysis and critical incident analysis
- Hierarchical modelling for marketing strategies
- Evaluation of marketing-oriented management and customer profitability impact
- Development of hierarchical models for strategic and tactical marketing
What you need to know first
Minimum 45 credit points
What sort of industry will this job lead to
Marketing
Business
Future employment opportunities might be
Marketing professional roles in service organizations
Business development roles
Customer relationship management roles