MKX3301

Services marketing

Ms Janine Hendry

6 points
* One 2-hour lecture and one 1-hour tutorial per week
* First and second semester
* Caulfield and Peninsula
* Prerequisites: MKX1120 and all other first-year subjects

Objectives On completion of this subject students should be able 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.

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 assignments (2500 words): 25%
* Minor assignments (oral presentation): 15%
* Class presentation: 10%
* Examination (2 hours): 50%
* The examination must be passed in order to pass the subject