Services Marketing

1. Basic Course Information

Course Code: 012172
Course Name: Services Marketing
Course Type: Specialty course
Period: 32
Credits: 2
Target Students: Undergraduates Majoring in Marketing
Assessment: Examination
Preparatory Courses: Marketing

2. Brief Course Introduction

Services marketing is a specialized required course for the students of Marketing Major. As the development of service industry and the increasing percentage of services in the product marketing, it becomes necessary to separate services marketing from marketing management as an independent course. Consequently, services marketing is a derivative and also an extension of marketing management. The aims of the course are to help students know the contents of services marketing, be familiar with the differences between services and physical products, capture the theoretical frameworks of service marketing strategies, and foster the abilities of marketing services. This course is composed of 12 chapters, namely the basic theories and methods of services marketing (including characteristics, classifications and new development of services marketing), the notion of relationship marketing, components of service quality and the gap model of service quality, service remedy and commitment, strategic planning of service marketing, the 7Ps strategies of services marketing, service personnel and internal marketing, the role of customer in the service delivery, service evidence, service process, and so on.