Services Marketing Master in Science Course

Though the service sector dominates the economies of developed countries, traditional marketing theory and practice has developed from, and still focuses on, the marketing of manufactured goods, particularly fast-moving consumer goods.

However, there is a growing realisation that services marketing management not only requires new theories and approaches but that these perspectives are changing the whole paradigm of marketing.

The service element is now seen as the source of sustainable competitive advantage even in tangible products, and concepts such as quality management and relationship marketing are accepted throughout the industry.

This course develops the latest theories of retaining competitive advantage by turning a service into an experience. An experience occurs when the service is performed in a unique, memorable way that involves the customer as a participant.

Figures indicate that experience-staging companies - those charging admissions to theme parks, cinemas etc - grew faster than goods or services in terms of price, employment and share of GDP.
The lessons of these companies may be applied to any business.

Customers, as an audience, are seeking not just entertainment but a deeper transforming experience. The staff as actors should not simply recite the lines from a script but to be truly effective need to embody the role, putting something of their own character into it.