Services Marketing
MKG 211
(Offering: 2003)
Description
Services marketing is an important emerging stream of marketing inquiry and practice. This subject examines the application of marketing concepts, tools and models to the marketing of services. The topics covered in the course include the distinctive nature of the services sector, relationship marketing, marketing in services applications, the size and growth of services marketing and the transportation of traditional marketing models from the tangible goods sector to the services sector. The course explores not only the obtaining of customers, but also the 'keeping and growing of customers' as espoused in the RM literature (Gronroos 2000).
Major(s)/Minors(s): Marketing, International Business, Tourism
Usual Semester of offer: Semester 1
Other Information
Area(s) of Study: Marketing |
Number of Units: 12 |
Prerequisite: MKG101 or BUS105 |
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