Monash University Handbook 2010 Postgraduate - Unit

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 goals associated with this unit are to:

• gain an appreciation of the unique challenges inherent in marketing and managing services and developing and delivering quality services
• integrate the strategies, tools and approaches for addressing the unique challenges associated with the marketing of services
• apply a knowledge of service quality to an actual business context
• become a more successful and effective manager and consumer through the understanding of the design, delivery and communication of the service offer
• explain the inter-functional coordination necessary to deliver a quality service.

Assessment

Within semester assessment: 40%
Examination (2 hours): 60%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKX9160 or MBA9006. Students enrolled in course 3802 have no prerequisites.