Undergraduate - UnitMKF3301 - Services marketing

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield Summer semester A 2012 (On-campus block of classes)
Coordinator(s)	Associate Professor Yelena Tsarenko

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.

Outcomes

The learning goals associated with 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

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

Chief examiner(s)

Associate Professor Yelena Tsarenko

Contact hours

3 hours per week

Prerequisites

MKF1120 or MKW1120 and 7 other first-year units

Prohibitions

MKC2300, MKW3301