Department of Economics

Course: SERVICES MARKETING AND RETAIL BANKING

Code MGT462            

Semester: B

Tutor: ESPA

This course aims to familiarize students with the services sector particularly with the production and marketing of services in a competitive environment as well as the factors which play a crucial role in quality, thus determining firm’s competitiveness.

Course outline

The growing importance of services, evolution of services marketing, marketing services versus marketing physical goods, service as a system, creating and evaluating the service offering, the service quality models, the role of participants in the service process, internal marketing, the service environment, managing product portfolio, pricing, delivering and promoting services, managing the process and physical evidence, industrial services marketing.

Course readings:

1.  Essentials of Services Marketing,  by Christopher H. Lovelock Wirtz and Chew, Prentice Hall, Inc., 2009

2.   Services Marketing, Valarie A. Zeithaml, Mary Jo Bitner , Dwayne Gremler Prentice Hall, 5^th ed.

1. Services Marketing, People, Technology, Strategy, International Ed. Prentice Hall 2004