Services marketing
Ms Linda McGuire
6 points * Two 1-hour lectures per week and one 1-hour tutorial per week * First semester * Clayton * Prerequisite: MGC2200
Objectives On completion of this course students should have an indepth understanding of marketing management in service organisations; understand the concepts, theories, tools and techniques for developing marketing strategies for service products and be familiar with research methods used in measuring service quality; be able to apply these theories, techniques and service quality research to analyse service marketing in contemporary Australian and internaitonal organisations; be able to evaluate influences on services marketing strategy and to identify appropriate actions to improve performance; be able to present the results of case analysis both orally and in a written report.
Synopsis This course examines the exchange process for service products and how this may be created, stimulated and facilitated through services marketing strategies. The focus is on the application of services marketing theories, concepts and techniques to evaluate the strategies of Australian and international service organisations.
Assessment Group assignment (5000 words): 40% * Individual assignment: 10% * Examination (2 hours): 50%
Prescribed texts
Gronroos C Services management and marketing: Managing the moments of truth Macmillan, 1990