Services Marketing: Strategies and Tactics

Credits: 1.5


The service sector has increased dramatically in importance over the last decade, where it now accounts for more than half of the economy by income and jobs. Deregulation of services, growing competition, fluctuations in demand and the application of new technologies are presenting considerable challenge to service companies. Banks, insurance companies, airplanes, retailer telecommunication companies as well as professional service firms such as accountants and lawyers, need new approaches to address the challenge.

The non-profit sector, government and newly privatized utilities are increasingly aware of the need to improve their performance. The intention of the course is to provide a managerial framework of services marketing for managers and students with an interest in the services sector. Its focus is primarily on service businesses but much of it is relevant to services in manufacturing businesses.

Prerequisite(s): BMKT 2409 Marketing Management. Note: This course and BMKT 2409 Marketing Management may be taken concurrently.