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 market research and buyer behaviour; develop appropriate marketing strategies for services giving consideration to demand management, services quality, customer service and relationship marketing.
Synopsis An in-depth analysis of the marketing techniques that apply to service organisations and industries including service design and delivery, customer service, service quality measurement and internal marketing.
Assessment Major assignment: (2500 words): 25% + Minor assignment (oral presentation): 15% + Class presentation: 10% + Examination (2 hours): 50% + The examination must be passed in order to pass the subject