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Unit Summary
Unit type
UG Coursework Unit
Credit points
12
AQF level
Level of learning
Advanced
Former School/College
Pre-requisites
36 Credit point in any SCU units AND MKT00075 - Marketing Principles
Unit aim
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
Topic 1: Services Marketing and its central frameworks
Topic 2: Taking a customer focus and its consequences
Topic 3: Customer perceptions of a service
Topic 4: Quality management in services
Topic 5: New service development and service design
Topic 6: The service environment and servicescape
Topic 7: Performing service - the actors and their roles in service
Topic 8: Managing demand and capacity
Topic 9: Managing customer relationships
Topic 10: Building a customer-focused organisation
Topic 11: Integrated Marketing Communications (IMC) in Services
Topic 12: Pricing of Services
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: | 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 a critical opinion on a contemporary services marketing issue. | |||||||
On completion of this unit, students should be able to:
-
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:
-
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:
-
apply mapping techniques for analysing and developing a well-sequenced, holistic service
- GA1:
- GA4:
-
critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationships
- GA1:
- GA4:
-
research, critically analyse and communicate a critical opinion on a contemporary services marketing issue.
- GA5:
- GA6:
Prescribed texts
- Wilson A, Zeithaml, VA, Bitner, MJ & Gremler, DD, 2012, Services Marketing: Integrating Customer Focus Across the Firm, 2nd European edn, McGraw Hill, Maidenhead, Berkshire. ISBN: 9780077131715.