Handbook

The objective of this course is to supplement basic marketing and marketing strategy courses by focusing on problems and strategies specific to marketing of services. Problems commonly encountered in marketing services – such as difficulty in controlling quality, managing service failure and recovery situations and an inability to inventory – will be addressed. Strategies used by successful services marketers to overcome these difficulties will be discussed. By participating in this course, students will:

• recognise the similarities and differences between the marketing of services and goods;
• critically analyse service-related issues faced by real companies and offer viable solutions and gain a deeper appreciation of the number and extent of their own service encounters.