Service Marketing:Strategy & Innovation

Western economies are essentially dominated by service sector businesses. They contribute about 70% of GDP and their importance is growing in the emerging and Tiger economies.

Emergent thinking in marketing is that the entire approach to the subject is flawed. The goods-dominant thinking of the manufacturing and production era, together with its reliance on economics and psychology theory and the physical exchange of values concept, has biased the fundamentals that have guided both marketing theory and practice. It is now argued that all businesses are, in extremis, service businesses and that marketing must revise many of its basic premises.

This module will challenge your thinking about the current marketing paradigm and the underlying principles of marketing by exploring aspects including:

servitisation
service innovation
the implications of operating in the volatile, uncertain, complex, and ambiguous (VUCA) world created by global technological, social, political, and natural upheaval
service pricing and yield management.

By the end of the module you will understand the implications of these issues for marketing and for businesses.

There are other elective modules available in this field.