To understand the issues that impact on developing an effective services marketing strategy.
To be able to create a services marketing plan in a competitive environment.
As an outcome of completing this topic you will be able to:
- To develop a marketing strategy covering segmentation, targeting and positioning.
- To understand the concepts of conventional marketing and relationship marketing.
- To study the issues associated with the services marketing mix.
- To develop a services marketing plan covering product introduction, management, pricing, budgeting and profit projection.