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This module (MKT363) is compulsory under the Marketing curriculum that I took during Year 2. It focuses on services marketing, emphasising the 7Ps framework (product, price, place, promotions, people, processes, and physical environment). The course equips students with a service mindset for delivering high-quality services in the Singapore market. Students learn to strategically position their services using all 7 Ps, building essential skills for service excellence.
Through this module, I learned the fundamental distinctions between products and services, gaining insights into the unique characteristics that set services apart. The significance of people, processes, and the physical environment became evident as additional critical elements in the services sector, supplementing the traditional 4Ps of product marketing. This understanding has equipped me with valuable knowledge on how to navigate the intricacies of services marketing, emphasising a holistic approach that considers various factors, such as customer interactions, service delivery processes, and the overall service environment, as shown in the assignment showcased below. Overall, the module has provided a comprehensive perspective, enabling me to appreciate the nuanced strategies required for effectively marketing and managing services in diverse contexts.
Knowledge and Skills acquired
Knowledge and Skills acquired
Distinguishing Service Components
Understand the distinctions among service products, consumers, and markets, gaining the ability to analyse and identify key elements within the service industry.
Mastering the 7 Ps for Service Excellence
Develop a comprehensive understanding of the 7 Ps specific to service delivery, enabling the formulation and execution of effective service strategies.
Building Customer-Centric Competencies
Acquire skills in organising the customer interface, implementing service quality management for customer satisfaction, and mastering techniques for customer loyalty, retention, service recovery, and internal marketing.
Assignment showcase
Assignment showcase
Analysing the Singapore Rediscover Voucher Scheme with a Service Marketing Perspective
Analysing the Singapore Rediscover Voucher Scheme with a Service Marketing Perspective
This is an individual assignment that delves into the Singapore Rediscover Voucher (SRV) scheme's performance, scrutinising why its redemption rate fell below expectations. The analysis is framed within service marketing concepts addressing the unsatisfactory utilisation rate. The three questions explore the inadequacies, propose improvements using service attributes, and suggest ways to enhance local consumers' willingness to engage with various services. The assignment is showcased below along with the question and its objective is to provide insights into the SRV scheme's challenges and opportunities through the lens of service marketing.
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