MKF3301 - Services marketing - 2017

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.

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.

Within semester assessment: 50% + Examination: 50%

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Professor Hean Tat Keh

MKF1120