Subject

Services Marketing

How services are marketed and delivered — service characteristics, the extended 7Ps mix, customer expectations and service quality (SERVQUAL and the gaps model), servicescape and blueprinting, service recovery, internal marketing, pricing, demand and capacity, promotion, distribution, new service development and technology-based services.

What this subject covers

Covers the ZIM Level 4 Services Marketing syllabus. Learners study services in the Zambian economy and tourism, service characteristics and classification, the extended services marketing mix, customer expectations, service quality, SERVQUAL and the gaps model, and service standards. Later topics cover the servicescape and service blueprinting, complaints and service recovery, internal marketing and managing service staff, service pricing, matching demand and capacity, promotion, distribution and location, segmentation and positioning, new service development, technology-based services and services marketing research.

Lesson topics

Introduction to Services Marketing and Goods–Services Differences
Services in Modern Society and the Zambian Economy
Tourism: Development, Industry Structure and Zambia Prospects
Service Characteristics, Tangibility and Perishability
Service Classification, Contact Levels and Customisation
Service Range, Core and Satellite Services and the Flower of Service
The Extended Services Marketing Mix
Understanding, Assessing and Shaping Customer Expectations
Customer Perceptions and Service Quality Frameworks
SERVQUAL Dimensions and the Gaps Model
Service Standards, Performance Measures and Excellence
Managing Service Experiences and the Servicescape
Process Mapping, Service Blueprinting and Delivery Plans
Complaints, Service Recovery, Retention and Service Elimination
Internal Marketing and Employee–Customer Relationships
Recruiting, Training and Developing Service Providers
Motivating, Empowering and Rewarding Front-Line Staff
Service Pricing Factors, Costs and Pricing Difficulties
Strategic and Tactical Pricing and Alternatives to Price Competition
Matching Demand and Capacity and Smoothing Demand with Price
Service Image, Advertising, Public Relations and Sales Promotion
Media Selection, Print Materials and Direct Response Marketing
Promoting Professional Services and Building Credibility
Service Distribution, Intermediaries and Supplementary Points of Sale
Service Site Location, Access and Channel Performance
Segmentation, Targeting and Positioning Service Products
New Service Development, Testing and Launch
Technology-Based Services and Technology-Enabled Quality
Services Marketing Research: Methods and Secondary Data
Research Proposals and Integrated Services Marketing Cases

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K600.00

Assessment fee Not applicable — no assessment

Total amount to pay K600.00

Save K1,000.00 by bundling

Pay K3,800.00 for all 8 subjects in ZIM Marketing Level 4 instead of K4,800.00 — assessment fees included, no extra payment. View the programme.

30 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

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