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4825 (v.4) Marketing of Services 411
Area: | School of Marketing |
Credits: | 25.0 |
Contact Hours: | 3.0 |
Seminar: | 1 x 3 Hours Weekly |
Other Requisite(s): | Admission: Requisite upon admission into the Commerce Honours Program
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Syllabus: | Introduction to marketing of services. Managing supply and demand for services. Positioning of services. Issues of service quality. Pricing, promotion and delivery of services, marketing of services in public and not for profit organisations. Strategic service management. |
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Unit Outcomes: | On successful completion of this unit students will have- Become more aware of the nature and characteristics of services, knowledgeable about the ways services need to be marketed due to their intangible core, as well as becoming more informed regardingservice quality issues and the success factors in services marketing. Understood the overlap of marketing with operations management and human resource systems in the design and management of service organizations. Gained insight into the problems faced by services marketing professionals as well as strategies managers can employ to increase the effectiveness of services marketing. Understanding of services marketing from both a managerial and entrepreneurial viewpoint through the discussion and case analysis of services in a broad range of private, non-profit, and public sector organisations. Developed your critical thinking/problem solving skills by applying your services marketing knowledge to a real world service company. Drawn on written and oral communication skills, listened, evaluated, and built on the viewpoints of others. Emerged from this course as a more knowledgeable services manager and/or consultant and (hopefully) a more considerate customer-aware service provider. |
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: | Egan, C. (1999). Services Marketing. UK, Butterworth. Ennew, C. (1999). Services Marketing a Relationship Marketing Perspective. New York, Macmillan. Gabbott, M. and Hogg, G. (1997). Contemporary Services Marketing Management: A Reader. London, Dryden Press. Gronroos, C. (2000). Services Management and Marketing: A Customer Relationship Management Approach. Chiichester, Wiley. Henning-Thurau, T. and Hansen, U. (2000). Relationship Marketing: Gaining Competitive Advantage through Customer Satisfaction andCustomer Retention. Berlin, Springer. Hoffman, D.K. and Bateson, J.E.G. (1997). Essentials of Services Marketing. Fort Worth, Dryden Press. Hogg, G. and Gabbott, M. (1998). Service Industries Marketing. London, F.Cass. Irons, K. (1996). Marketing of Services. USA, McGraw-Hill. Lovelock, C.H., Walker, R. H. and Patterson, P.G. (2001). Services Marketing: An Asia-Pacific Perspective. (second edition). Sydney, Pearson Education. Kasper, H., Helsdingen, P.V. and De Vries, W. (1999). Services Marketing Management: An International Perspective. England, John Wiley. Kurtz, D.L. and Clow, K.E. (1998). Services Marketing. New York, Wiley. |
Unit Texts: | Zeithaml, V.A. and Bitner, M.J. (2003). Services Marketing: Integrating Customer Focus Across the Firm. (third edition). Boston, McGraw-Hill. |
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Unit Assessment Breakdown: | Discussion Participation 15%, Case Discussion Facilitation 10%, Case Analysis Report 25%, Group Project Part 1 15%, Group Project Part 2 35%. 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 1 | 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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