GSBS6015Services and Relationship Marketing Management

Course handbook

Description

In today's dynamic business environment, services play a pivotal role in shaping knowledge-driven economies and industries. This course is designed to provide a comprehensive understanding of the unique challenges and opportunities associated with the management and marketing of intangible offerings to improve business performance.

The major focus of the course examines the intricacies of marketing services, exploring strategies, tools, and frameworks specific to service-based industries. Students will gain insights into designing and delivering exceptional service experiences across physical and virtual channels, managing customer relationships for growth, and developing effective marketing strategies for diverse service contexts.

Emphasis is placed upon both the extended services marketing mix, and the relationship marketing continuum, including aspects relevant to the role of technology to drive efficiency and growth to achieve organisational performance, and the importance of a thorough understanding of the importance of ethics and social responsibility issues in marketing.

Availability2024 Course Timetables

Learning outcomes

On successful completion of the course students will be able to:

1. Explain and demonstrate how service products differ from tangible goods, and how this impacts on marketing strategy design and execution.

2. Apply the extended services marketing mix to develop a product or marketing strategy for an organisation.

3. Recognise service quality and productivity issues and key success factors in the creation of service based competitive advantage;

4. Evaluate the implications of establishing long-term relationships with a variety of audiences

5. Reflect critically on services and relationship marketing from both the perspective of consumer, and marketer

6. Develop marketing strategies for delivering value to stakeholders with a view to fostering loyalty;

7. Assess and explain the role that information and communication technologies play in supporting services and relationship marketing;

8. Recognise the importance of ethics and socially responsible behaviour to services and relationship marketing practice.

Content

The lecture topics for this course include:

1. Service Frameworks and Blueprinting
2. Consumer behaviour and the service environment
3. STP analysis. Pricing and revenue management
4. Managing capacity and demand; Communications strategies for services
5. Service quality (the GAPS model), customer satisfaction and service productivity
6. The customer service function; Complaints and service recovery.
7. ICT, services internationalization and globalization;
8. Loyalty issues and Relationship Marketing
9. Relationship drivers; Relationship technologies; The relationship marketing plan
10. Overview of relationship economics for relationship management
11. Managing relationships and strategic issues; The strategy continuum
12. Emerging issues in Services and Relationship Marketing

Requisite

This course replaces GSBS6111. If you have successfully completed GSBS6111 you cannot enrol in this course.

Assumed knowledge

GSBS6005 Marketing Management and Planning

Assessment items

Written Assignment: Service Encounters / Website Analysis Report

Report: customer Relationship Management (CRM) Report

Formal Examination: Final Examination

Contact hours

Trimester 1 - 2024 - Online

Trimester 2 - 2024 - Newcastle City Precinct

Trimester 3 - 2024 - Online

Course outline

• GSBS6015 - Trimester 1, 2024 (Online) (PDF, 213.2 KB)