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Course Code: MKM500

One of the major developments in the world today is the remarkable growth of services. It is estimated that services make up a quarter of the value of all international trade. Service marketers require specialized knowledge and skills to develop and implement effective plans that will attract, retain and build strong customer relationships.

This course will apply the various components of marketing to personal (B2C) and business (B2B) services. Persons employed in telecommunications, financial, hospitality, car rental, air travel, health care and professional services will derive significant benefit.

Topics covered include:

  • Characteristics of Service Marketing
  • Challenges Importance of People, Physical Evidence and the Service Process

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