Services marketing
Ms Janine Hendry
6 points
* One 3-hour class per week
* First, second semester
*
Caulfield
* Prerequisite: MKT9160
Objectives On completion of this subject students should be able to define a service and understand the implications of this on market research and buyer behaviour; develop appropriate marketing strategies for services giving consideration to demand management, services quality, customer service and relationship marketing.
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.
Assessment Major assignment: (2500 words): 25%
* Minor assignment
(oral presentation): 15%
* Class presentation: 10%
* Examination (2
hours): 50%
* The examination must be passed in order to pass the
subject.
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