Centre for Professional Development and Lifelong Learning

Management Studies

Services Marketing

Services Marketing

Overview

This course explores the core 8 “P” concepts in services marketing, and the tools used by marketers in the creation of service marketing strategies, tactics and plans. The course is broken into four overarching areas; Understanding Service Markets, Products & Customers; Building the Service Model; Managing the Customer Interface; and Implementing Profitable Service Strategies. To complement these areas the facilitator also incorporates case studies and local/ regional “best practices”.

​​Mode of Delivery: Face-to-Face

What will I Learn?

On successful completion of the course, students will be able to:
  • Analyse markets by identifying the key micro and macro variables impacting on and in markets.
  • Explain target marketing and why it is important to contemporary marketing.
  • Apply planning techniques to services marketing campaigns.
  • Explain how to utilise services marketing mix (7 Ps) strategies in various situations.
  • Create a Marketing Plan that demonstrates the use of strategic management principles in the marketing management process.
  • Describe consumer buying behaviour.
  • Explain the Challenges process involved in Internationalising Services.

Who Should do this Course

Individuals who meet the entry requirements for postgraduate level training in a marketing role within service businesses, including, marketing managers; sales managers; brand Managers; and chief customer

Important Information

  • Applicants must bring all required documentation to the Department of Management Studies, Graduate Section, for their application to be processed.
  • Individuals applying for postgraduate modules, whose native language is not English, must take tests,  to demonstrate English Language proficiency prior to registration, as identified in the Manual of Procedures re: Regulations for Graduate Diplomas and Degrees (Sec. 1, Para. 5).

At a Glance

  • Admissions Term: 2024/2025 Semester I
  • Date: TBA
  • Time: 5:00pm - 8:00pm
  • Duration: 12 weeks (36 hours)
  • Certificate Awarded: Postgraduate Professional Development Certificate of Competence
  • Course Code: MKTG 6040
  • Capacity: 10
  • Cost: BDS $2,050 (US $1,025) {with assessment} ; BDS $1,750 (US $875) {without assessment}

The following topics/concepts/theories/issues will be addressed:

  • Characteristics of Services & other basics,
  • Consumer Behaviour,
  • Product Strategy – Branding etc.,
  • Distribution Strategy
  • Managing Customer Relationships,
  • Pricing Strategy in Services,
  • Integrated Marketing Communications,
  • Physical Evidence – Sevicescape, etc.,
  • Managing People,
  • Managing Demand & Productive Capacity,
  • Service Recovery,
  • Service Quality & Productivity,
  • International Services Marketing.
For entry into this course, applicants must have at least an undergraduate degree, or five (5) years relevant work experience. Applicants may also be asked to provide an up-to-date Curriculum Vitae.
The course material will be delivered using a combination of direct instruction, and independent learning. The direct instruction will consists of explicit teaching and associated didactic questions.  
Students will be engaged in class discussions during the last half hour of each lecture. These discussions will be based on questions posed by the lecturer and/or areas the students require further expansion in.
 
The independent learning consists of working on the Marketing plan, and individual assignments.
 
Students are directed to online demonstration materials that explain how to develop Marketing Plans

Alfred Walkes, PhD