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4375 (v.4) Marketing of Services 311
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
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| Services possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. Therefore, this course focuses on: The unique characteristics of the service environment, Adapts marketing management concepts to the service business context, To identify and analyse the various components of the extended services marketing mix, To discuss key issues concerning the management and measurement of service quality and customer satisfaction, To understand the critical role of service personnel and customers with respect to service delivery, service failure nd service recovery, To examine relationship marketing (i.e., address customer loyalty), To appreciate the overlap in marketing, operations and human resource functions in service organizations, To gain exposure to key operations management strategies/tools (flow charting, yield management strategies) and human resource management issues (e.g., internal marketing). |
Availability
| 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 | | |
- Area External refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research.
- Central External refers to external course/units run through the Curtin Bentley-based Distance Education Area. |
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