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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
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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. A focus on the unique characteristics of the service environment, adapting marketing management concepts tothe service business context, identifying and analysing the various components of the extended services marketing mix, discussing key issues concerning the management and measurement of service quality and customer satisfaction. Understanding the critical role of service personnel and customers with respect to service delivery, service failure nd service recovery. Examines relationship marketing. Appreciate the overlap in marketing, operations and human resource functions in service organisations, to gain exposure to key operations management strategies/tools (flow charting, yield management strategies) and human resource management issues (for example, internal marketing). |
Availability
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | | | 2004 | Bentley Campus | Semester 2 | Y | | | | 2004 | Joondalup Campus | Semester 1 | Y | | | | 2004 | Joondalup Campus | Semester 2 | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 1A | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 2A | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 3A | Y | | | | 2004 | UHK SPACE Admiralty Ctr | Trimester 1A | Y | | | | 2004 | 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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