Services Marketing

Course code MKTG3040
Available in 2015
2015 Course Timetables

Description

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.

Availability

Callaghan Campus

  • Semester 1 - 2015

Ourimbah

  • Semester 1 - 2015

UoN Singapore

  • Trimester 3 - 2015 (Singapore)

Learning Outcomes

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

The topics in this course include the following:

  1. What is distinctive & the same about Services
  2. The Customer Experience
  3. Segmentation, Targeting and Positioning (STP) Analysis
  4. Strategic Issues:Managing Demand
  5. Creating & Delivering Services: Adding Value
  6. The Marketing Mix: Cost & Price Strategies
  7. The Marketing Mix: Communication & Promotion of services
  8. Service Quality and Service Productivity
  9. Communications Across Borders
  10. Managing Customer Services
  11. Implications for HRM
  12. Services and Globalisation

Assumed Knowledge

MKTG2100 Principles of Marketing

Assessment Items

Tutorial / Laboratory Exercises: Tutorial Exercises

Quiz: In-class Quiz

Presentation: Case Presentation

Written Assignment: Service Delivery System Analysis

Formal Examination: Formal Exam

Contact Hours

Lecture

Face to Face On Campus 2 hour(s) per Week for Full Term

Tutorial

Face to Face On Campus 1 hour(s) per Week for 12 Weeks