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 continual 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 this industry sector need to understand marketing management as applicable to goods and services.
The aim of this module is 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 and encouraging students to apply the theory learnt to the hospitality industry.