Marketing Services introduces a Gaps Model of Service Quality that service industries can use to evaluate and drive their ability to listen to the marketplace, consider new innovative ideas, plan service improvement or growth, compete for the best people, and build effective internal and external communication strategies for a service firm. This course also explores the increasing demand for self-service-technology and an artificial intelligence framework that can improve a service firm's scalability, profitability and competitiveness. Students will apply the model and framework to make recommendations to a service firm.
- 50% in MKTG 1102
Below is one offering of MKTG 2205 for the Fall 2023 term.
Tue Sep 12 - Tue Nov 28 (12 weeks)
- 12 weeks
- CRN 46534
Class meeting times
|Sep 12 - Nov 28||N/A||N/A||Online|
- Internet delivery format.
- Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
This course offering is in progress. Please check back next term or subscribe to receive email updates.
Upon successful completion, the student will be able to:
- Make primary distinctions between product-based and service-based businesses.
- Create marketing objectives that generate predetermined shifts in customer behaviour.
- Develop a synergistic marketing strategy and put it into action.
- Choose appropriate research methods for services.
- Select appropriate database management and segmentation methods for services.
- Formulate the seven 'P's' of the Extended marketing Mix for services.
- Demonstrate the process of how to communicate and promote services B-to-C and B-to-B.
- Describe the four Customer Value Segments and select the best pricing techniques for each.
- Select the best way to reach customers through person selling, advertising, direct mail, internet etc.
Effective as of Fall 2003
Marketing of Services (MKTG 2205) is offered as a part of the following programs:
School of Business + Media
- Marketing Management
- Marketing Management (Marketing Communications Option)
- Marketing Management - Customer Relationship Marketing
Associate Certificate Part-time
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Programs and courses are subject to change without notice.