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12471 (v.2) Marketing of Services 570
Area: | School of Marketing |
Credits: | 25.0 |
Contact Hours: | 3.0 |
Lecture: | 1 x 3 Hours Weekly |
Syllabus: | Honours program unit. Introduction to the principles and practices of services marketing. Topics include - the unique features of marketing of services, behavioural aspects and the particular characteristics of consumers of services, service quality and the development of a service strategy. |
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Unit Outcomes: | On successful completion of this unit students will have- Understanding of the strategic position of public relations within modern organisations. Appreciated the central importance of ethics, professionalism and quality in Public Relations practice. Developed the technical skills required for entry-level positions in Public Relations. Developed strategies and tactics in the context of a real life public relations case. Become ready for employment as a public relations intern. |
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: | Baskin, O., Aronoff, C. and Lattimore, D. (1997). Public Relations: The Profession and the Practice. (fourth edition). Dubuque, Brown and Benchmark. Cutlip, S.M., Center, A.H. and Broom, G.M. (1994). Effective Public Relations. (seventh edition). New Jersey, Prentice Hall. Dozier, D.M., Grunig, L.A. and Grunig, J.E. (1995). Manager's Guide to Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates. Grunig, J.E. and Hunt, T. (1984). Managing Public Relations. Florida, Holt, Rinehart and Winston. Howard, C.M. and Mathews, W.K. (1994). On Deadline: Managing Media Relations. (second edition). Illinois, Waveland Press. Hunt, T. and Grunig, J.E. (1994). Public Relations Techniques. Fort Worth, Harcourt Brace. Johnston, J. and Zawawi, C. (2000). Public Relations: Theory and Practice. Sydney, Allen and Unwin. Kendall, R.L. (1996). Public Relations Campaign Strategies: Planning for Implementation. (second edition). New York, HarperCollins. Newson, D., Turk, J.V. and Kruckeberg, D. (1996). This Is Public Relations. (sixth edition). California, Wadsworth. Seitel, F.P. (2001). The Practice of Public Relations. (eighth edition). USA, Prentice Hall. |
Unit Texts: | Harrison, K. (2002). Strategic Public Relations. (third edition). Guildford, Vineyard Publishing. Moss, D. and DeSanto, B. (2002). Public Relations Case Studies: International Perspectives. London, Routledge. |
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Unit Assessment Breakdown: | Class Participation (including interactive client workshop) 10%, Client Strategy Proposal 30%, Client Presentation 20%, Final Examination 40%. This is done by grade/mark assessment. |
Field of Education: | 80500 Sales and Marketing (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 | Bentley Campus | Semester 2 | Y | | | | 2004 | Bentley Campus | Short Period 4 | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 1A | 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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