4375 (v.4) Marketing of Services 311

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Tutorial:

1 x 2 Hours Weekly

Seminar:

1 x 1 Hours Weekly

Prerequisite(s):

9764 (v.7) Consumer Behaviour 102 or any previous version
AND
10850 (v.4) Marketing 100 or any previous version

Syllabus:

Services possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. A focus on the unique characteristics of the service environment, adapting marketing management concepts tothe service business context, identifying and analysing the various components of the extended services marketing mix, discussing key issues concerning the management and measurement of service quality and customer satisfaction. Understanding the critical role of service personnel and customers with respect to service delivery, service failure nd service recovery. Examines relationship marketing. Appreciate the overlap in marketing, operations and human resource functions in service organisations, to gain exposure to key operations management strategies/tools (flow charting, yield management strategies) and human resource management issues (for example, internal marketing).

Unit Outcomes:

On successful completion of this unit students will have- Become informed about the best current thinking on services marketing and management, through contemporary readings, current case analysis, lectures and when possible, guest speakers from industry. Sensitised services operations, service quality, and other elements of the services which customers and service providers experience. Immersed in the services issues facing a particular service firm, so that you can apply your developing skills in analysis and problem-solving. Emerged from this course as a more knowledgeable services manager and/or consultant, a more demanding service consumer, and (hopefully) a more considerate and customer-aware service provider.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Fisk, R. P., Grove, S. J. and John, J. (2000). Interactive Services Marketing. Boston, Houghton Mifflin Company. Gronroos, C. (2000). Services Management and Marketing - A Customer Relationship Management Approach. Chichester, Wiley and Sons. Hogg, G. and Gabbott, M. (1998). Service Industries Marketing. London, F.Cass. Lovelock, C.H., Walker, R.H. and Patterson, P.G. (2001). Services Marketing - An Asia-Pacific Perspective. 2nd ed. Sydney, Pearson Education. Lovelock, C.H. (2001). Services Marketing - People, Technology, Strategy. 4th ed. Sydney, Prentice-Hall. McColl, R., Callaghan, B. and Palmer, A. (1997). Services Marketing - A Managerial Perspective. Sydney, McGraw-Hill. McDonald, M. and Payne, A. (1996). Marketing Planning for Services. Oxford, Butterworth Heinemann. Rust, R., Zahorik, A. J. and Keiningham, T.L. (1996). Service Marketing. NY Harper Collins College Publishers. Swartz, T.A. and Iacobucci, D. (2000). Handbook of Services Marketing and Management. Thousand Oaks, Sage Publications. Zeithaml, V. A. and Bitner, M. J. 2003, Services Marketing - Integrating Customer Focus Across the Firm, 3rd ed, McGraw-Hill, Boston.

Unit Texts:

Hoffman, D.K. and Bateson, J.E.G. (2001). Essentials of Services Marketing. 2nd ed. Fort Worth, Dryden Press.

Unit Assessment Breakdown:

Class Participation 10%. Tutorial Facilitation 10%. Mid Semester Test 20%. Individual Assignment Servicescape Analysis 25%. End of Semester Examination 35%. This is by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Bentley Campus	Semester 2	Y
2004	Joondalup Campus	Semester 1	Y
2004	Joondalup Campus	Semester 2	Y
2004	Miri Sarawak Campus	Semester 1	Y
2004	Mktg Inst of S'pore	Trimester 1A	Y
2004	Mktg Inst of S'pore	Trimester 2A	Y
2004	Mktg Inst of S'pore	Trimester 3A	Y
2004	UHK SPACE Admiralty Ctr	Trimester 1A	Y
2004	UHK SPACE Admiralty Ctr	Trimester 2A	Y
2004	UHK SPACE CIDP	Semester 1A	Y