MKF5630

Services marketing

Professor Mark Gabbott

6 points
* One 3-hour class per week
* First and second semester
* Caulfield
* Prerequisite: MKX9160

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.