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Master of Science in Marketing Management

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Module 2 : Services Marketing

OBJECTIVES

Services are a special kind of product. They may require special understanding and special marketing efforts, even if this is not to imply that the principles of marketing do not apply to services.

This course will explain the nature and the special characteristics of services, how to position a service organisation and brand, how to manage quality and build customer loyalty, how to maximize revenue and to manage capacity and what are the possibilities of development of services networks through franchising.  


CONTENT 

Content includes:
The nature and special characteristics of services, Managing service quality, Consumer Behaviour Services ...

Implementation in different sectors such as banks and insurances, airlines companies, hotels and restaurants and the development of franchised networks will be presented by professionals and specialists of each of these markets.

Written by NIKKI HARLE
Date of update July 18, 2008

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Concentration Courses


Marketing Management : A Decision Making Approach
Market analysis, performance measurements and market research results


Services Marketing
Service policies, managing quality, pricing policy, setting-up networks...


Marketing Research
Qualitative and quantitative marketing research, case studies...


Customer Equity
Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...


B2B Marketing
Organizations as customers, professional markets, key account management...


Brand Equity
Brand management territory, brand personality, product mix, brand security...


E-Commerce and Hi Tech Marketing
On line buying studies, technical approaches, data bases, virtual consumers...


Advertising Management
Advertising strategy, media decisions, advertising evaluation, ethical issues...


Marketing Planning
Concept of business mission, nature of marketing audit, components of core strategy...
 

Luxury Brands Management
Luxury market, buying and consumers, distribution and marketing of luxury products...
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