Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to define a service and understand the implications of this on marketing research, buyer behaviour, classification of services and internationalising services; design a service using blueprinting and the servuction model; develop and implement promotional, pricing, product, distribution strategies for a service giving consideration to the demand management implications; explain the importance of the measurement of service quality, giving consideration to relationship marketing theory.
Synopsis An in depth analysis of the marketing techniques that apply specifically to financial services. Includes service design and delivery, customer service, service quality measurement, positioning financial services and internal marketing.
Assessment Major assignment (2500 words): 25% + Minor assignment (1500 words): 15% + Class presentation: 10% + Examination (2 hours): 50% + The examination must be passed in order to pass the subject