MKTG3040

Services Marketing

Faculty of Business and Law Newcastle Business School

10 Units 3000 Level Course

Available in 2014

Callaghan Campus	Semester 1
Ourimbah	Semester 1
UoN Singapore	Trimester 2

Previously offered in 2013, 2012, 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004

Service industries dominate advanced economies. Services Marketing examines the differences between the marketing of goods and services and extends the traditional strategic marketing mix to include additional elements appropriate to the distinct features of services. Other topics include internal marketing, managing evidence, relationship marketing, services and globalisation, quality service delivery and measurement and service customisation. Independently and collaboratively, students engage in Services Marketing inquiry and research developing valued problem solving and decision making attributes.

Objectives

On successful completion of this course, you will be able to:
1.Demonstrate a extended understanding of the similarities and differences in service-based and physical product based marketing activities;
2.Demonstrate a knowledge of the extended marketing mix for services;
3.Develop and justify marketing planning and control systems appropriate to service-based activities;
4.Specify, analyse and select markets for specific service products;
5.Prepare, communicate and justify marketing mixes and information systems for service based organisations;
6.Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty
7. Exhibit the capability to work effectively within a team environment.
8. Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.
9. Conduct an investigation of service delivery systems, collecting, analysing data, and synthesising information to provide valid conclusions.

Content

What is distinctive & the same about Services
The Customer Experience
Segmentation, Targeting and Positioning (STP) Analysis
Strategic Issues:Managing Demand
Creating & Delivering Services: Adding Value
The Marketing Mix: Cost & Price Strategies
The Marketing Mix: Communication & Promotion of services
Service Quality and Service Productivity
Communications Across Borders
Managing Customer Services
Implications for HRM
Services and Globalisation

Replacing Course(s)

N/A

Transition

N/A

Industrial Experience

Assumed Knowledge

MKTG2100 Principles of Marketing

Modes of Delivery

Internal Mode

Teaching Methods

Lecture
Tutorial

Assessment Items

Essays / Written Assignments	Blueprint Exercise [individual] Case Study Report (Individual Work)
Examination: Formal	Students are expected to demonstrate their knowledge by achieving a pass grade or better in their final examination. Students who do not meet this criteria will not pass the course.
Group/tutorial participation and contribution
Presentations - Tutorial	Case Study Presentation (Group Work)

Contact Hours

Lecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for 13 weeks

Timetables