Course Code: MKT363
Synopsis
In most economies, service sector contributes more than 50% of the annual GDP. In Singapore, this percentage is 75%. MKT363 aims to enhance the undergraduate students’ understanding of the 7Ps of services and prepare them with the necessary skills to achieve service excellence. The course offers deep insights into a series of unique services marketing topics such as service intangibility, service talents, service communication, service quality, etc. The students will be equipped with a “service mindset” to design and deliver high-quality services in the Singapore market.
Level: 5
Credit Units: 5
Presentation Pattern: EVERY JAN
Topics
- Basic understanding of services
- Service product
- Service distribution
- Service revenue management
- Service communication
- Service process
- Service Environment
- Service talents
- Customer relationship management
- Service recovery
- Service quality and productivity
- Digital service and service analytics
Learning Outcome
- Develop an understanding of the service characteristics and 7Ps services marketing
- Analyse service product, service communication, and service revenue management to ensure profitability
- Appraise customer interface, service process, and service talents to keep loyal customers
- Plan the basics of service analytics and illustrate service quality excellence
- Organise information from different areas of services marketing and apply it to solve particular service problems
- Demonstrate core competence in discussions and scenario simulations