11385 (v.3) Strategic Customer Leadership 610

Area:

Graduate School of Business

Credits:

25.0

Contact Hours:

3.0

Lecture:

1 x 3 Hours Weekly

Syllabus:

Responds to the challenge of viewing customers strategically and the unique demands this makes on managers and leaders. An introduction to topics that include management and measurements of service quality, service recovery, the linking of customer measurement to performance measurement and cross-functional treatment of issues through integration of marketing and disciplines such as operations and human resources. Emphasis is on services marketing, new developments in the field, cross cultural issues in services and the impact of technology. The unique feature of this unit is the combination of the strategic view of the customer and a detailed understanding of issues associated with service marketing.

Unit Outcomes:

On successful completion of this unit students will have- Gained an appreciation for the unique challenges inherent in marketing and managing services, and developing/delivering quality service. Learnt strategies, tools and approaches for addressing the unique challenges of service management and marketing. Developed essential service quality knowledge and skills and be prepared to apply them in an actual business context. Become a more perceptive and effective manager and consumer through understanding the complexities of service design, delivery and communication. Learnt to appreciate the inter-functional coordination necessary to deliver quality service.

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:

Brown, S.A. (1999). Strategic Customer Care: An Evolutionary Approach to Increasing Customer Value and Profitability. Canada, Wiley and Sons. Gronroos, C. (2000). Service Managment and Marketing: A Customer Relationship Management Approach. Chichester, Wiley. Hoffman, K.D. and Bateson, J. (2002). Essentials of Services Marketing Concepts, Strategies and Cases. Harcourt College, Fort Worth. Varey, R.J and Lewis, B.R. (2000). Internal Marketing: Directions for Management. London, Routledge.

Unit Texts:

Zeithaml, V.A. and Bitner, M.J. (2000). Services Marketing: Intergrating Customer Focus Across the Firm. Boston, McGraw- Hill.

Unit Assessment Breakdown:

Participation and Preparation for this Unit, Service Diary Analysis 30%. Trimester Project 40%. Website Reviews 15%. Workshop Presentation 15%.

Year	Location	Period	Internal	Area External	Central External
2004	Perth City Campus	Trimester 1	Y	Y
2004	Perth City Campus	Trimester 2	Y	Y
2004	Perth City Campus	Trimester 3	Y