Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

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:

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

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

3 hours per week

Prerequisites

MKF1120 or MKW1120 and 7 other first-year units

Prohibitions

MKC2300, MKW3301