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SERVICE MARKETING (E-SERVICE)
3 units
Pre-requisite:
This course provides an introduction to the core concepts
and requirements of service marketing, and an exposure to
the competitive strategies and marketing activities of service
firms.
Each student will take part in individual and group exercises that
involve in-depth study of services firms e.g. a bank, hotel, airline,
repair services companies, advisory firms, hospitals etc. At the
end of the course, students should have better understanding of
how these firms apply and adapt basic marketing principles to
the task of determining and satisfying their customer needs in a
competitive environment. Likewise, the student will be exposed
to e-commerce companies that offers service on the web. This
will examine every aspect of the service process, from the web
page design to order entry processing and follow-up.
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