Authorised by Academic Registrar, April 1996
Objectives This subject will give students an understanding of new developments in marketing and services management which are aligned with logistics management and critically affect customer satisfaction.
Synopsis To use the relationship marketing model as a systematic tool for analysing and defining policies and plans which lead to getting customers and keeping them; integrate marketing strategies across functional business divisions by `internal marketing' and collaborative work practices; recommend and implement appropriate processes for closing the `service quality gap' which involve problem solving and opportunity seeking on an on-going basis.
Assessment Case study (4000 words): 40% + Special project (4000 words): 40% + Attendance and contribution: 20%