Faculty of Business and Accountancy University of Malaya
Faculty : Business and Accountancy
Department :
Programme of Study :
Course Code :
Course Title :
Credit Hours :
Course Prerequisite(s) / None
Minimum Requirement(s) :
Learning Outcomes :
Service Marketing (EKM 3110)
This course examines the differences between the marketing concept for services and tangible goods. It explains the relevant three main models for the service marketing activities; service triangle, service marketing mix and gaps model from the service quality. With special reference to these models, students are expected to analytically investigate challenges faced by service firms and hence to be able to develop services marketing strategies and tactics for gaining competitive advantage. The objective of this course is to provide students with an understanding of decision-making processes performed by marketing managers in service firms. Students are expected to acquire basic knowledge to assist decision making related to: managing consumers’ expectations and perceptions; efforts of building consumer relationship and service recovery; efforts of collaborating strategies with design and service standards; efforts of developing service performance, service promises, and minimizing service gaps.