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WELCOME MESSAGE
Dear Students, Welcome to this module, Marketing of Services that is taught in year three Marketing Department. This module is for students and business people who recognize the vital role that services play in the economy and its future.
The module includes 16 units divided into six parts:
Part one: is Foundations for Marketing of Services: It includes an Introduction to services and The Gaps Model of services quality.
Part two: Focus on the customer: It includes: Consumer Behavior in Services, Customer Expectations of Service, and Customer Perceptions of Service.
Part three: is Understanding Customer Requirements it includes: Listening to Customer through research, Building Customer Relationships and Service Recovery
Part four: is Aligning Service Design and Standards it includes it includes: Service innovation and Design and Physical Evidence and the ServiceScape
Part five: Delivering and performing service it includes it includes: Employees roles in service delivery, Customers roles in Service Delivery, Delivering Service through Intermediaries and Electronic Channels and Managing Demand and Capacity
Part six: Managing Service Promises it includes: Integrated Service Marketing Communications and Pricing of Services.
The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. Even manufacturing companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustainable competitive advantages.
Aim of the Module:
The aim of this module is to increase students’ understanding of the complexities of services marketing and to gain greater agility in finding proactive ways of meeting the unique challenges they present. The module’s main focus is to recognize the vital role that the service industry plays in the economy. It is also to understand how manufacturing companies recognize that service provides one of their few sustainable competitive advantages. The module is founded upon making student understand how to focus on the customers and listen to their requirements and most importantly aligning their strategy, service design and standards. Further it covers delivering, performing services and finally managing service promises. It will be facilitated by Vincent Muvara who will be reachable on 0788673963 and on email: vinxmuvara@gmail.com.
Module Units:
a) Introduction to Marketing of Services
b) GAPS Model of Service Quality
c) Consumer Behaviour in Service
d) Customer Expectation of Service
e) Customer perception of Service
f) Listening to customers through research
g) Building Customer Relationships
h) Service Recovery
i) Service Innovation and design
j) Physical Evidence and the Service scape
k) Employee’s Roles in Service Delivery
l) Customer’s roles in Service Delivery
m) Delivering Services through Intermediaries
n) Managing demand and capacity
o) Integrated Services Marketing Communications
p) Pricing the Services
Overall Learning Outcomes:
At the end of this module, you will be able:
1- To discuss the foundations for Marketing of Services
2- To understand and focus on the customer’s behaviour, expectations and satisfaction
3- To explain and understand customer requirements through research
4- To explain the roles of employees and customers in service delivery, performing services and finally managing service promises.
Module Developer:
MUVARA GAHIMA Vincent
v.muvara@ur.ac.rw
Mobile: +250788673963
Module Leader
Developing teaching materials from Unit 1-16 of the module
Marketing of Services Guidelines:
At the end of each topic, there will be activities that you have to workout. Therefore you are asked to read the learning materials provided for each topic, and contribute to individual activities.