MKF3302 · Services marketing

Overview

An in-depth analysis of the marketing techniques that apply to service organisations and industries including service design and delivery, customer service, service quality measurement and internal marketing.

Offerings

The Handbook publishes no offerings for this unit.

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. define a service and understand the implications of this on marketing research, buyer behaviour, classification of services and internationalising services
2. design a service using blueprinting and the servuction model
3. develop and implement promotional, pricing, product, distribution strategies for a service giving consideration to the demand management implications
4. explain the importance of the measurement of service quality, giving consideration to relationship marketing theory.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.