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Unit of Study MKT10724 - Services Marketing (2015)

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Learning outcomes and graduate attributes

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:

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 critically discuss the unique nature and characteristics of services and the active role of the customer within the service system and value creation processes
2 apply an understanding of the key issues and elements that play into the measurement and management of service quality and customer satisfaction
3 apply mapping techniques for analysing and developing a well-sequenced, holistic service
4 critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationships
5 research, critically analyse and communicate orally a critical opinion on a contemporary services marketing issue.

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

  1. critically discuss the unique nature and characteristics of services and the active role of the customer within the service system and value creation processes
    • GA1:
    • GA4:
  2. apply an understanding of the key issues and elements that play into the measurement and management of service quality and customer satisfaction
    • GA1:
    • GA4:
    • GA5:
  3. apply mapping techniques for analysing and developing a well-sequenced, holistic service
    • GA1:
    • GA4:
  4. critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationships
    • GA1:
    • GA4:
  5. research, critically analyse and communicate orally a critical opinion on a contemporary services marketing issue.
    • GA5:
    • GA6:

Prescribed learning resources

Prescribed Texts
  • No prescribed texts.

Prescribed Texts
  • No prescribed texts.

Prescribed Learning Resources may change in future Teaching Periods.