The need for specialised skills in Services Marketing has grown in recognition of the important role of services in advanced economies. This course addresses the essential nature of services and the role of service quality. Employees’ role in service delivery and the emotional load for service workers form an important focus of the course.

Service sector firms face increased competition and more demanding customers. Marketers need to develop a distinct set of competencies to design, mange and evaluate the processes and performances that comprise the service offering.

• By completing this course, students will: Appreciate the challenges facing the services marketing in traditional commercial marketing, e-marketing and non commercial environments;
• Appreciate the difference between marketing physical products and intangible services, including dealing with the extended services marketing mix, and the four unique traits of services marketing;
• Recognise the challenges faced in services delivery as outlined in the services gap model;
• Develop professional business writing skills

See Course Website:  http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7023

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7023