MKX9250

Marketing for service businesses

(BUS)

Ms Maureen Griffiths

6 points + One 3-hour seminar per week + First semester (William Angliss Institute), Second semester (on-line)

Synopsis: Students will be introduced to a framework for distinguishing how services are differentiated from goods. Students will then apply this framework to the development of marketing strategy in relation to the linkages between the services sector, the hospitality sector and marketing. Marketing concepts such as the design and delivery of services, the development of communication strategies and the application of value exchange concepts will be examined. Strategic concepts such as defining, measuring and implementing customer focused, quality driven marketing programs will be assessed and compared.

Assessment: Assignment 1 (2500 words): 25% + Assignment 2 (2500 words): 25% + Examination: 50%