4375 (v.4) Marketing of Services 311

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Area:	School of Marketing
Contact Hours:	3.0
Credits:	25.0
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
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).
Year Location Period Internal Area External Central External 2003 Bentley Campus Semester 1 Y     2003 Bentley Campus Semester 2 Y     2003 Bentley Campus Summer Period Y     2003 Joondalup Campus Semester 1 Y     2003 Joondalup Campus Semester 2 Y     2003 Miri Sarawak Campus Semester 1 Y     2003 Mktg Inst of S'pore Trimester 1A Y     2003 Mktg Inst of S'pore Trimester 2A Y     2003 Mktg Inst of S'pore Trimester 3A Y     2003 UHK SPACE Admiralty Ctr Trimester 1A Y     2003 UHK SPACE Admiralty Ctr Trimester 2A Y