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In this module, you will learn what services are and how to identify important trends in services. You'll also be introduced to the expanded marketing mix for services and the philosophy of customer focus, as well as the importance of creating a service culture by providing excellent service to both internal and external customers. You'll learn about customer expectations of service, service standards, and the role of physical evidence and service design in this. In addition, you'll be introduced to recent advances particularly analysing the role of technology in enhancing customer engagement and experience. Finally, you'll learn about marketing communication in the context of services, and the nature of customer complaints and strategies for effective service recovery from such complaints.

LO1 - Evaluate the characteristics of services and importance of consumer behaviour in services
LO2 - Analyse employees’ and customers’ roles in service delivery
LO3 - Understand the role of service innovations and technology in enhancing customer engagement and experience
LO4 - Comprehend the concept of service recovery and evaluate its related challenges
LO5 - Understand and apply services marketing communications strategy