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. |
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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. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
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. |
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Unit Assessment Breakdown: |
Participation
and Preparation for this Unit, Service Diary Analysis 30%. Trimester
Project 40%. Website Reviews 15%. Workshop Presentation 15%. |
Field of Education: | 80300 Business and Management (Narrow Grouping) | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Informational | Result Type: | Grade/Mark |
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Availability
| 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 | | |
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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