UEH Talent Programs

The Service Marketing course provides students with a comprehensive understanding of the unique characteristics, challenges, and strategies associated with marketing and managing services. Unlike tangible goods, services are intangible, perishable, variable, and inseparable from the provider—creating a distinct environment for decision-making and customer engagement.
This course explores how service-based firms require different approaches compared to product-based companies, particularly in managing customer expectations, ensuring consistent service delivery, and maintaining service quality. Students will analyze the extended service marketing mix—including the original 4Ps (Product, Price, Place, Promotion) along with People, Process, and Physical Evidence—to understand how service firms create, deliver, and communicate value.
Throughout the course, students will learn to identify key differences between manufacturing and service sectors, and examine how these distinctions influence strategy, operations, and human resource management. Case-based discussions will highlight challenges across various service industries such as hospitality, healthcare, education, finance, and professional services.
Key topics include managing service quality, customer satisfaction, service recovery, customer relationship management, and employee-customer interaction. Emphasis is placed on the role of frontline employees and customers in shaping service experiences and outcomes.
In addition, students will be introduced to managerial frameworks and tools that enhance the design, delivery, and monitoring of service processes. By the end of the course, students will be equipped with practical skills and strategic insights to address complex service marketing challenges in both local and global contexts.