This Course Information provide the student on the following matters; 1) The learning outcomes of the course 2) The distribution marks and the format of the course assessment. 3) The topics that need to be covered by student - 10 topics 4) The assigned topic for course assessment.

• What are Services? • Four Broad Categories of Services • Expanded Marketing Mix for Services • A Framework for Developing Effective Service Marketing Strategies

Segmenting Service Markets Targeting Service Markets Positioning Services

Service Product Facilitating and Enhancing Supplementary Services Branding Service products and Experiences New Service Development

Distribution in a Service Context Determining the type of Contract Place and Time Decision Delivering Services in Cyberspace Distributing Service Internationally

Effective Pricing is Central to Financial Success Pricing Strategy Stand on Three Foundation Revenue Management Ethical Concern in Service Pricing\ Putting Service Pricing into Practice

The Role of marketing Communication Challenges of Service Communication Marketing Communication Planning The Marketing Communication Mix

Understanding Consumer Responses to Service Environments Dimension of the Service Environment Putting it All Together

Service Employee are Extremely Important Frontline Work is Difficult and Stressful Human Resources Management- How to Get it Right Service Leadership and Culture

The search for customer's loyalty Building a foundation of loyalty Strategies for developing loyalty bond with customer Strategies for reducing customer defection Customer Relationship Management

Integrating service quality and productivity strategies What is service quality Identifying and correcting service quality problems Measuring service quality Learning from customer’s feedback tools to analyse service quality problems Return on Quality Defining and measuring productivity Improving service productivity