Pre-requisite: 51361
This subject is concerned with the special characteristics of services and developing strategies to deal with those characteristics. Topics to be covered include: Distinctive aspects of services marketing, developing a framework for understanding services marketing, positioning the service organisation, managing the customer mix, managing the services marketing mix, organising, planning and implementing the marketing plan, international services marketing and applications in various services industries - tourism and hospitality, accounting, law, banking and finance, and others.