UEH Talent Programs

Services Marketing

Tiếng Anh

MAR302

4

"Gain an understanding of the distinct challenges faced by the managers of service firms compared to good firms Understand the unique challenge involved in marketing and managing services Identify differences between marketing in services and manufacturing organizations Identify and analyze the various components of the “service marketing mix” – the original 4Ps plus the physical environment, processes, and people Compare the distinct problems faced when moving across service industries Understand and discuss key issues required in managing customer satisfaction and service quality Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery Understand and utilize techniques and frameworks that allow management of processes in service firms more effectively

The unit focuses on the unique challenges of marketing and managing services and delivering quality service to customers. The attraction, retention, and building of strong customer relationships through quality service and services are at the heart of the course content. The course is equally applicable to organizations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, etc.) and to organizations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, auto motive, industrial products, etc.).

The basic concepts covered in the unit include: the difference between marketing services versus products; the role of the service encounter; the key drivers of service quality; the customer’s role in service creation; service design and innovation; going beyond service to create customer experiences; technology’ s impact on services; managing customer service expectations; and customer service metrics.