Services and Relationship Marketing Management

Course code GSBS6015
Available in 2015
2015 Course Timetables

Description

The importance of services and relationship marketing management for growth in developed economies has led business to characterise the creation and delivery of intangible value as a characteristic of service-dominant economies. The major course focus is upon the creation and provision of customer perceived value to a variety of audiences, consumers, businesses and employees through intangible experiences and managed long-term relationships. Services possess unique characteristics relative to tangible dominant views of the world which need to be fully understood. These characteristics justify consideration of whether traditional marketing management concepts and models need to be adapted to better account for service-dominant economies and for the successful management of business relationships.

The course addresses how to improve service quality, increase and maintain customer satisfaction levels, generates customer loyalty, and creates a healthy service culture within the firm, in interactions with customers and when marketing relationships are involved. Emphasis is upon both the extended services marketing mix, and the relationship marketing continuum, including personalisation aspects relevant to contemporary e-environments, and the importance of a thorough understanding of the importance of ethics and social responsibility issues in marketing.

Availability

Newcastle City Precinct

  • Trimester 1 - 2015
  • Trimester 3 - 2015

WebLearn GradSchool

  • Trimester 2 - 2015

Learning Outcomes

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

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 and yield management
  4. Managing capacity and demand; Pricing and 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

Replacing Course(s)

This course replaces the following course(s): GSBS6111 and GSBS6111. Students who have successfully completed GSBS6111 or GSBS6111 are not eligible to enrol in GSBS6015.

Assumed Knowledge

GSBS6005 Marketing Management and Planning

Assessment Items

Report: Research Review Report (Individual)

Journal: Extended Service Encounter Reflective Journal

Formal Examination: Final Exam

Contact Hours

Lecture

Face to Face On Campus 3 hour(s) per Week for Full Term