Marketing Services

Course Description

This course covers the scientific basis of marketing services and its components. It displays the nature of marketing services that differ in many respects from the commodity of marketing activities. It displays the elements of the marketing mix. The course also includes many practical applications that enable students to master the techniques in marketing services.

Course Aims

Students should:

• Introduce the concept of service and its characteristics
• Introduce the definition of marketing environment components for services
• Introduce the concept of core service and supplementary service
• Enable student to find out pricing policies and effective decision making in the pricing of services
• Enable student to see the promo communication policies in the services sector and how to design promotional communications plan in the services sector.
• Enable the student to know the distribution policies in the service sector.
• Know the physical environment management policies and the perceptions of building effective ideas in this area
• Enable the students to understand operations management policies in the services sector and how to design mechanisms to manage operations in this area.
• Enable the student to know the quality management policies in the services sector

Course Contents:

• Services' marketing definition and characteristics.
• Identifying and analyzing environmental factors that are affecting the service marketing activities.
• Defining the core service and supplementary services.
• Identification of policies and pricing mechanisms in the service sector.
• Identification of promotion polices and communication plans in the services sector.
• Definition of distribution policies and distribution mechanisms in the service sector
• The physical environments in the services sector and its components.
• Definition of processes in the service sector.
• The concept of quality management in the service sector.

Course ID: MRKT410