Description

Services Marketing

Program

DBA

Objectives

• 1. Appreciate the unique challenges involved in marketing and managing services and learn the strategies and tools to deal with these challenges. 2. Demonstrate a knowledge and understanding of the central models, concepts and theories presented through the course 3. Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application 4. Systematically analyze the marketing situation and identify key marketing problems 5. Select appropriate marketing tools to work towards solutions to the key marketing problems 6. Develop in-depth understanding of the key concepts of customer experience, service quality, ownership quotient, customer satisfaction and loyalty. 7. Demonstrate the ability to understand how the firm creates value for its customers by applying an in-depth understanding of customer motivation and behavior 8. Identify key relationships and use theories of Customer Relationship Management (CRM) to identify key characteristics of these relationships in order to optimize the firm’s marketing efforts 9. Demonstrate a knowledge of new media communication and utilizing social media possibilities