Entry requirements and weighting

Prerequisites: BB102
Corequisites: Nil
Credit Points: 15 credit points
Level: Year 2, Major Marketing  Stream

Brief description

In this increasingly competitive world of business it has never been more important to attain a greater understanding of services marketing. Indeed, service marketing now dominates the business landscape. Consequently, service marketing is not only a marketing tool for services organisations, but also a means of competitive advantage for those companies that market products on the tangible dominant side of the continuum. To facilitate a thorough understanding of services marketing, we will explore models and frameworks of services strategies including service product and delivery, managing the organisation’s physical evidence, employees, and customers, and measuring customer satisfaction and service quality. This course focuses on the difficulties of marketing service products and on the differences with marketing goods. A solid foundation of theory is laid on which practical applications can be addressed. The importance of, and integration with, customer service and relationship marketing are also addressed.
This unit will cover the following topics:

  1. An Overview of the Services Sector
  2. The Consumer Decision Process in Service Marketing
  3. Service Product Strategy and Service Delivery
  4. Developing the Services Communications Mix
  5. Managing the Organisation’s Physical Evidence
  6. Managing both Service Employees and Service Customers
  7. Defining and Measuring both Customer Satisfaction and Service Quality

Unit Learning outcomes

  1. Understand of how services marketing principles can be used as a conceptual framework to help managers identify and solve marketing problems
  2. Gain knowledge of the nature of service products, and the ability to differentiate between goods and service products
  3. Understand the importance of service products to the world economy
  4. Develop an understanding of the roles of relationship marketing and customer service in adding value to the customer's perception of a service product
  5. Gain an understanding of services marketing research in modern marketing
  6. Appreciate the nature and development of a services marketing strategy
  7. Identify the major elements needed to improve the marketing of service products