MKF3301 - Services marketing

Offered

Not offered in 2007

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.

Objectives

The learning objectives of this unit are to:

• define a service and understand the implications of this on marketing research, buyer behaviour, classification of services and internationalising services;
• design a service using blueprinting and the servuction model;
• develop and implement promotional, pricing, product, distribution strategies for a service giving consideration to the demand management implications;
• explain the importance of the measurement of service quality, giving consideration to relationship marketing theory.

Assessment

Assignment(s): 40%
Tutorial assessment: 10%
Examination (2 hours): 50%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120 and 7 other first-year units