Brief Course Description
1. Course Title:
(EN) Service Marketing
2. Language of Instruction:
Tiếng Anh
3. Course Code:
BUS603006
4. Credits:
3
5. Course Objectives:
In the structure of the global economy as well as in the developed and developing countries, services are becoming an important component that contributes significantly to the rapid development of an economy. With the increasingly important role of services, knowledge about services and service marketing is indispensable in today's global business environment. This course will equip learners with knowledge about services marketing. The purpose of this course is to help learners understand the important characteristics of services and service marketing strategies. More specifically, learners will learn and understand the nature of services, the difference between services and tangible products, the relationship between services and tangible products, as well as customer behavior of services. In addition, learners will understand and apply marketing strategies in managing and providing services to create superior values customers and the business organizations.
6. Brief Description of Course Content:
The Services Marketing course includes important contents such as learning about the service market, service products, service customers, 7Ps strategy in services, and applying marketing strategies to customer management and development for service products. More specifically, the content of the cource includes an overview of services marketing; understanding the customer in services marketing; standardizing and aligning the delivery of services; the people who deliver and perform services; managing demand and capacity; and promotion and pricing strategies in services marketing.