Relationship marketing and service quality management
Mr David Ballantyne
6 points * One week module * First semester * Caulfield, Peninsula, In-house
Synopsis The subject will show students how to use the relationship marketing model as a systematic tool for analysing and defining policies and plans which lead to getting customers and keeping them; integrate marketing strategies across functional business divisions by `internal marketing' and collaborative work practices; recommend and implement appropriate processes for closing the `service quality gap' which involve problem solving and opportunity seeking on an on-going basis.
Assessment Case study (4000 words): 40% * Special project (4000 words): 40% * Attendance and contribution: 20%