Services Marketing

Course code MKTG3040Units 10Level 3000Faculty of Business and LawNewcastle Business School

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.

Available in 2015

Callaghan CampusSemester 1
OurimbahSemester 1
UoN SingaporeTrimester 3
Previously offered in 2014
ObjectivesOn 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.
ContentThe 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
Replacing Course(s)N/A
Industrial Experience0
Assumed KnowledgeMKTG2100 Principles of Marketing
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Assessment Items
Essays / Written AssignmentsBlueprint Exercise (Group Work)
Case Study Report (Group Work)
Examination: FormalStudents 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 - TutorialCase Study Presentation (Group Work)
Quiz - Class
Contact HoursTutorial: for 1 hour(s) per Week for 12 weeks
Lecture: for 2 hour(s) per Week for Full Term
Timetables2015 Course Timetables for MKTG3040