Services Marketing
Introduction to the Course
Services Marketing
Aim
To explore the dynamics of the service industry
and the importance of intelligently branding
service offerings in order to maximize brand
equity and establish an echoing brand image.
The delivery
12+ sessions of discussion and theory.
Assessment
Final Exam
40%
Mid Semester Exam
20%
Final Project
15%
Quizzes
15%
Assignment
10%
Resources
Lecture input …feedback and discussions.
LMS site –
You automatically gain access to the classes you are registered for.
If not, contact the course administrator.
Textbooks
Library Resources
It is VERY IMPORTANT to read over and above your textbook
material!
Some
useful
regarding module..
information
The slides are only the starting point for discussion in class. Students are
expected to keep notes during the class and use multiple sources (journal
articles and books) to further investigate and understand the various
concepts.
Focusing only on the slides for their revision might not help you have high
achievements in the course.
Other material not provided in this area might be also delivered in class. This
might include slides, examples or any other material.
Often older editions of books have been used to develop some of the slides used
in class. You could use newer editions of the same books as references if
you want to study more thoroughly a specific topic.
There is no core textbook. It is recommended to have a look at the list of books
and articles for reference.
Factors leading to transformation of Service
Sector
Factors leading to transformation of Service
Sector
Factors leading to transformation of Service
Sector
“The 4 Ps are all a marketing manager needs to create a
marketing strategy for a service business.” Prepare a
response that argues against this, and support it with
examples.
Services sector constitutes the largest share of in GDP for the last
several years. The 58% services sector witnessed meager growth
of 0.86%. During 2022-23, agriculture sector performance hit hard
by Flash Floods 2022 that negatively impacted Kharif crops. The
sector grew by % against last year's 1.55 growth of 4.27%.
• Which sector contributes most
in Pakistan's GDP?
• Agriculture: 22.68%
• Industry: 19.11%
• Services: 58.20%
• (FY 2022)