Overview
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Academic contacts
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Offerings
DUBAI-ISC-TJD-INT-2022-2022
DUBAI-ISC-TJD-INT-2024-2024
DUBAI-ISC-TMD-INT-2023-2023
DUBAI-ISC-TSD-INT-2022-2022
DUBAI-ISC-TSD-INT-2024-2024
KAPLAN-SGP-TJA-INT-2022-2022
KAPLAN-SGP-TJA-INT-2024-2024
KAPLAN-SGP-TMA-INT-2023-2023
KAPLAN-SGP-TSA-INT-2022-2022
KAPLAN-SGP-TSA-INT-2024-2024
MURDOCH-S1-EXT-2019-ONGOING
MURDOCH-S1-INT-2019-ONGOING
Requisites
Prerequisite
Exclusion
Other learning activities
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Learning activities
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Learning outcomes
1.
Evaluate service and retail businesses using marketing theories, concepts and tools
2.
Design and apply a Service Blueprint to evaluate customer touchpoints
3.
Distinguish differences between product and services and apply appropriate theories and tools in
developing solutions
4.
Differentiate customer service experiences according to context, culture and situation.
5.
Explain contemporary service-related trends and identify ethical issues where consumers may need protection in services.
Assessments
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Additional information
Unit content:
Key topics to be covered include:
- Contemporary trends affecting service industries
- Marketing theories and concepts for service business
- Retail service experiences and customer relationship management
- The unique marketing mix for service business