Services marketing
Ms Linda McGuire
6 points * One 3-hour session per week * First, second semester * Clayton, city * Prerequisite: MBA5310
Objectives This subject is designed for students seeking greater competence in the marketing of services, whether those services are provided by marketers in the public or private sectors. On completion of this course students should understand the concepts, theories, tools and techniques for developing marketing strategies for service products, be familiar with research methods used for measuring service quality, and be able to apply these to analyse service marketing in contemporary Australia and international organisations.
Synopsis Service organisations require a distinctive approach to marketing planning and strategy because of the characteristics of service products. A strategic perspective is adopted which examines the implications of the organisation's objectives, the characteristics of the services provided and customers' perceptions of service quality for marketing strategy. Extensive use is made of cases in services marketing from private, nonprofit and public sector organisations providing tourism, travel, financial, professional, transportation, communication and leisure services.
Assessment Written (group assignment and individual assignments 5000-10,000 words): 100%
Prescribed texts
Grönroos, C Services marketing and management Macmillan, 1990