MKF5630

Services marketing

Professor Mark Gabbott

6 points · One 3-hour session per week and/or block or modified block mode · First and/or second semester · Caulfield · Prerequisite: MKX9160

Objectives On completion of this subject students should be able to define a service and understand the implications of this on market research and buyer behaviour; develop appropriate marketing strategies for services giving consideration to demand management, services quality, customer service and relationship marketing.

Synopsis 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.

Assessment Assignment 1: 25% · Assignment 2: 15% · Tutorial assessment: 10% · Examination: 50% · The examination must be passed in order to pass the subject.

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