4375 (v.4) Marketing of Services 311

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

** The tuition pattern below provides details of the types of classes and their duration. This is to be used as a guide only. For more precise information please check your unit outline. **

Tutorial:

1 x 2 Hours Weekly

Seminar:

1 x 1 Hours Weekly

Prerequisite(s):

9807 (v.6) Marketing Research 200 or any previous version

Syllabus:

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 to the 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 and 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 and tools (flow charting and yield management strategies), and human resource management issues (internal marketing).

** To ensure that the most up-to-date information about unit references, texts and outcomes appears, they will be provided in your unit outline prior to commencement. **

Field of Education:

080500 Sales and Marketing (Narrow Grouping)

Funding Cluster:

02 - Accounting, Administration, Economics, Commerce

SOLT (Online) Definitions*:

Not Categorised
*Extent to which this unit or thesis utilises online information

Result Type:

Grade/Mark

Availability

Year	Location	Period	Internal	Partially Online Internal	Area External	Central External	Fully Online
2007	Bentley Campus	Semester 1	Y
2007	Bentley Campus	Semester 2	Y
2007	De Chazal Du Mee Bus Mauritius	Semester 1	Y
2007	De Chazal Du Mee Bus Mauritius	Semester 2	Y
2007	Metro College Malaysia	Semester 1	Y
2007	Metro College Malaysia	Semester 2	Y
2007	Miri Sarawak Campus	Semester 1	Y
2007	Miri Sarawak Campus	Semester 2	Y
2007	Mktg Inst of S'pore	Trimester 2A	Y
2007	Mktg Inst of S'pore	Trimester 3A	Y
2007	Sydney Campus	Semester 2S	Y
2007	UHK SPACE Admiralty Ctr	Trimester 1A	Y
2007	UHK SPACE Admiralty Ctr	Trimester 2A	Y
2007	UHK SPACE CIDP	Semester 1A	Y
2007	UHK SPACE CIDP	Trimester 1A	Y

Area External	refers to external course/units run by the School or Department or offered by research.
Central External	refers to external and online course/units run through the Curtin Bentley-based Distance Education Area
Partially Online Internal	refers to some (a portion of) learning provided by interacting with or downloading pre-packaged material from the Internet but with regular and ongoing participation with a face-to-face component retained. Excludes partially online internal course/units run through the Curtin Bentley-based Distance Education Area which remain Central External
Fully Online	refers to the main (larger portion of) mode of learning provided via Internet interaction (including the downloading of pre-packaged material on the Internet). Excludes online course/units run through the Curtin Bentley-based Distance Education Area which remain Central External