Overview

A range of topics will be covered including a focus on understanding and framing service and experiences against product marketing. The first part of the module covers services marketing with contents addressing key issues such as: consumer evaluation of services including measuring Service Quality and related constructs; understanding key issues and challenges in delivering value; service failure and recovery processes. In addition to issues such as global service delivery. The second part of the module covers experiential marketing with contents covering: key experiential concepts such as the 7 E’s of the Experiential Marketing Mix; experiential touchpoints and value; online and virtual experiences; as well as customer experience management.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. -good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills. -excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills. -another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Demonstrate ability in applying various components of the services and experiences marketing mix.

• Demonstrate an ability to explain and discuss how customers process, store and remember experiences.

• Demonstrate an ability to explain and discuss the challenges involved in marketing and managing services and customer experiences.

• Demonstrate an ability to explain and discuss the key issues concerning the management and measurement of service quality, customer experiences and related constructs.

• Demonstrate an appreciation of the intertwined role of service personnel and customers with respect to service delivery, failures, and recovery issues.

• Identify strategies in addressing various service as well as experiential marketing issues and challenges.

• Identify the differences between the marketing of services, the marketing of experiences, and the marketing of manufactured goods.