Services Marketing

Course Coordinator: Lai Hiu-yeung; MBA (HKU); FCIM (UK); SHKIM

Course Developer: Dr Ka Shing-woo, HKMU

Advisory Prerequisite(s)
You are advised to have already studied MKT B250.

Aims
This course aims to provide learners with a broad range of theories, tools and practical applications that help them to understand the important features of services, and how the services marketing strategies can be formulated in a competitive marketing environment.

Contents
The course covers the following topics:

• Understanding services
• Designing service configuration
• Managing service experience
• Assessing and improving service delivery
• Creating a successful service firm

Learning support
There will be two two-hour tutorials, two three-hour tutorials and one two-hour surgery.

Assessment
There are one assignment, five online quizzes and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
Wirtz, J. (2022). Essentials of services marketing (4th ed.). Pearson.