The University of Newcastle, Australia
Available in 2019
Course code

MKTG3040

Units

10 units

Level

3000 level

Course handbook

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.


Availability2019 Course Timetables

Ourimbah

  • Semester 1 - 2019

Newcastle City Precinct

  • Semester 1 - 2019

Learning outcomes

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

1. Demonstrate an 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

MKTG3040Services MarketingService 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.

FBUSLFaculty of Business and Law344Newcastle Business School1030005940Semester 1 - 2019CENTRALCSTOurimbah20195940Semester 1 - 2019NCLE_CITYNewcastle City Precinct2019MKTG2100 Principles of Marketing or MKTG1001 Foundations of MarketingThe topics in this course include the following: 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 YOn successful completion of this course, students will be able to:1Demonstrate an extended understanding of the similarities and differences in service-based and physical product based marketing activities;2Demonstrate a knowledge of the extended marketing mix for services;3Develop and justify marketing planning and control systems appropriate to service-based activities;4Specify, analyse and select markets for specific service products;5Prepare, communicate and justify marketing mixes and information systems for service-based organisations;6Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty7Exhibit the capability to work effectively within a team environment.8Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.9Conduct an investigation of service delivery systems, collecting, analysing data, and synthesising information to provide valid conclusions. Quiz: Individual Online QuizzesWritten Assignment: Case Study AnalysisWritten Assignment: Service Delivery System (SDS) & Customer Experience AnalysisFormal Examination: Formal Exam Ourimbah and Newcastle City PrecinctIntegrated Learning SessionFace to Face On Campus2hour(s)per Week for0Full Term0Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.


Assessment items

Quiz: Individual Online Quizzes

Written Assignment: Case Study Analysis

Written Assignment: Service Delivery System (SDS) & Customer Experience Analysis

Formal Examination: Formal Exam


Contact hours

Ourimbah and Newcastle City Precinct

Integrated Learning Session

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

Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.