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APPENDIX - Details of Elective Courses

COURSE TITLE SERVICES MARKETING

COURSE CODE CQC7025

1. Explain the characteristics of services and their impacts on
marketing strategies for services.
2. Apply the elements of services marketing mix and relevant tools in
LEARNING developing strategies for service organisations.
OUTCOMES
3. Appraise the challenges faced by service
organisations/professionals.
4. Develop a situational analysis of contemporary issues in services.
Understanding the field of services marketing is a pre-requisite for those
who want to pursue careers in both private and public sectors. Since
services possess several unique characteristics that require a distinctive
approach to its marketing strategy, this course provides students the
understanding of service offerings, their customers and markets. The
SYNOPSIS
rapid diffusion of technology has also created new forms of services that
offer opportunities for organisations to engage with customers. Therefore,
this course extends the marketing concepts and models and adapts them
to the context of services. It also discusses the application of services
marketing mix and the relevant tools in developing strategies.

COURSE TITLE TRADE MARKETING
COURSE CODE CQC7027

1. Interpret the methods and processes used in the distribution of
consumer and industrial products and services.
2. Elaborate the ways in which distribution functions are carried out in
LEARNING the integrated channel system.
OUTCOMES 3. Analyse the role of a variety of producers, wholesalers and retailers
as parts of this system.
4. Apply theories, concepts and creative thinking skills in solving
marketing channel issues and challenges.
This course introduces students to marketing channels. Marketing
channels represent one of the four key components of the marketing mix
(i.e., Distribution) used by organisations to meet customer needs and
optimise performance. Distribution strategy and its use are seen as key
SYNOPSIS
differentiators in an increasingly competitive marketplace. Therefore, a
strong knowledge in the development of marketing channels, structure
and operation is necessary for the overall understanding of marketing
strategies used in the global economy.

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