Within an increasingly diverse, turbulent and expansive international environment, a strategic approach to services marketing management is imperative for long-term business survival. Marketing management is a means by which organisations seek to satisfy the continually changing needs of consumers. However, the characteristics of services differ significantly from tangible goods, and this requires a very different approach to marketing management. Managers in the sector need to apprehend marketing management as applicable to goods and services.
This module aims to evaluate approaches to planning, organising and controlling the service marketing management function that is characterised by intangible, inseparable, variable and perishable product offerings. Particular emphasis is placed on developing a strategic approach to the industry globally by encouraging students to apply the theory learnt to the hospitality industry.