Services Marketing Management
Not available in 2013
Previously offered in 2011, 2010, 2009, 2008, 2007, 2006, 2005, 2004
This course addresses the distinct needs and problems of service organisations, both in relation to consumer and business markets, in the domestic, international and global perspectives. Main areas covered include the nature of services and consumer involvement is service processes, relationships and consumer behaviour, STP analysis, the marketing mix and strategy and planning (including loyalty, customer service, customer complaints and service recovery.
There is an emphasis on the case method complemented by readings and weekly group debates of current events in services marketing.
|Objectives||On successful completion of this subject, students will be able to:
* Explain the nature and characteristics of services;
* Be knowledgeable about ways services need to be marketed due to their intangible core;
* Be informed regarding srvice quality issues and the success factors in services marketing;
* Explain the overlap of marketing with operations management and human resource systems in the design and management of service organisations;
* Reflect critically on services marketing from the perspectives of consumer and marketer; and
* Develop strategy to increase the effectiveness of services marketing by gaining insights into the problems faced by service marketing professionals.
|Content||The theme of the course is that services (both commercial and not-for-profit) possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. This distinctiveness is recognised by building upon and expanding core marketing concepts and models, adapting them to the services sector. Central to discussion will be service quality improvement, how to ensure sustained customer satisfaction levels, generate customer loyalty, and create a healthy service culture within the firm. Because people (both customers and employees) are central to services theory and practice, attention is given to the examination of internal marketing and relationship management, in addition to the more traditional customer-focused external marketing.|
|Assumed Knowledge||GSBS6010 - Foundation of Marketing Theory|
|Modes of Delivery||External Mode
|Teaching Methods||Case Study
|Contact Hours||Lecture: for 3 hour(s) per Week for Full Term|