ECCM 405 — Public Sector Marketing Management
Marketing & Entrepreneurship · University of Ghana
The public sector in most developing countries is bedevilled by an acute lack of a service marketing orientation and this has led to inefficiencies in several developing economy public institutions, Ghana, not excluded. Public Sector Marketing Management examines the role of marketing in public organizations, from planning through execution and evaluation. It looks at marketing from the perspective of creating value for different organisational stakeholders. This course examines specific applications for public sector organisations such as local government in the context of leisure, culture and the arts, regeneration, education and social services. The main theme of the course is creating value for stakeholders through a philosophy based on setting a vision, creating and communicating the values and establishing a culture. This course on marketing the public sector focuses on how a more market oriented approach can be adopted by public sector institutions. Key topics that will be covered include service marketing challenges faced by the public sector, public sector marketing tools, creating and measuring stakeholder value, corporate brand building and delivering services, marketing process management and moment of truth encounters.
- Credits
- 3
- Level
- Level 400
- Semester
- Semester One
Other courses on this programme
- ECCM 401 — Measuring Customer Satisfaction
- ECCM 402 — Trust Building and Negotiation Skills
- ECCM 403 — Key Account Management
- ECCM 404 — Corporate Social Responsibility and Sustainability Marketing
- ECCM 406 — Service Management and Recovery
- MKTG 401 — Marketing Research
- MKTG 402 — Tourism Marketing
- MKTG 403 — Electronic Marketing Essentials
- MKTG 404 — International Marketing
- MKTG 405 — Fundamentals of Social Marketing
- MKTG 406 — Services Marketing
- MKTG 407 — Marketing Management
Practising ECCM 405 with Questora
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Start freeCourse details from University of Ghana Volume 2 Handbook for the Bachelor's Degree: Course Descriptions for Programmes in the Humanities (2017).