MSc in Marketing and International Business |
First Term,
2023-24
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MIB505 - Services Marketing and Customer
Relationship Management |
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Brief Course Description
Services dominate the U.S. economy as well as much of the
world economy. Services are critical to your future, your country�� future, and
the success of the world economy. For this reason, service marketing is more
critical than ever before. In fact, many governments round the world including
China, Germany, Finland, etc. recognize the importance of services as an
important innovation and competitive platform for their countries, and strive to
provide the latest services marketing and management education.
The theme of this course focuses
on challenges of managing service brands and delivering quality service to
customers across industry sectors. The course is designed and relevant
not just for students with careers in services industries (e.g. banks,
telecommunications, retailing, airlines, hotels, hospitals, education
institutions, professional services, etc.) but also for all students,
particularly those who intend to have careers in goods industries with high
services components (e.g. business-to-business consulting, manufacturing and
high-tech industries).
Lecturer
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Course syllabus, assessment designs and schedule
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Course Pack
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Lecture Notes (Password Protected)
Last Updated: 12
Sep 2023
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