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Unit of Study MRKT2005 - Services Marketing (2023)

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Unit Snapshot

  • Enrolment information

    N/A

Unit description

Introduces students to concepts and practices of service-logic in marketing, the role of the customers within the service system and effective management of customer relationships. Approaches and tools for analysing, improving and developing complex services will be explained and applied, along with concepts of service quality, service recovery and the determinants of customer satisfaction and dissatisfaction.

Unit content

Module 1: Services marketing: The central concepts and frameworks

Module 2: Customer expectations and perceptions of service

Module 3: Quality Management in Services – managing capacity and demand

Module 4: Performing service – The actors and their roles

Module 5: Relationship Marketing

Module 6: Service design and the servicescape

Availabilities

Location Domestic International
Online
Term3
Term3
Papua New Guinea - IBSU Port Moresby N/A
Term3
Sydney N/A
Term3

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

demonstrate a working knowledge of the unique characteristics of services

analyse the key issues and elements associated with the measurement and management of service quality and customer satisfaction

critically evaluate the role of the servicescape in building a customer focused organisation.

Prescribed learning resources

Prescribed Texts
  • Wilson A, Zeithaml, VA, Bitner, MJ & Gremler, DD, 2016, Services Marketing: Integrating Customer Focus Across the Firm, 3rd European Edn, McGraw Hill, Berkshire. ISBN: 9780077169312.
Prescribed Resources/Equipment
  • No prescribed resources/equipment.

Prescribed Learning Resources may change in future Teaching Periods.